TikTok videos that criticise sunscreen are minority, but attract disproportionate engagement
On TikTok, the vast majority (86.8 %) of videos about sunscreen promote its use, according to a content analysis of 971 of the most-viewed videos on this topic on the platform. However, the minority (6 per cent) of videos that criticise these products generate more engagement (likes, comments and shares) on TikTok, the authors warn. This misinformation stems from “small but highly influential numbers of content producers, whose shock-provoking and “sticky” content can generate considerably and disproportionately greater attention or interaction among some viewers”, they write in PLoS Digital Health.
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