Teeth whitening and TikTok: assessing the quality of social media content
DOI:
https://doi.org/10.36704/cipraxis.v21i36.9312Keywords:
Esthetics dental, Social network analysis, Evidence-based practice, Evidence-based dentistry , Health education dentalAbstract
Introduction: Teeth whitening is a procedure that aims to whiten teeth and has been increasingly sought after by patients. Among its characteristics, it is worth highlighting the fact that it can be performed not only in dental offices, but also in homes without the supervision of a professional. This is one of the characteristics that has boosted the promotion, free sale and propagation of home teeth whitening through social media. However, despite being simplified and popularized, promoters on social media are not necessarily concerned with disseminating evidence-based information. Objective: To Investigate the quality of information presented in the most popular videos about teeth whitening on the social network TikTok. Methods: Through the TikTok application, “#branqueamento” was used to select videos about tooth whitening, after identifying that the use of this term was most used to approach the subject. The videos were classified as: useful (scientifically correct), personal experience (with relevant information on the subject) and misleading (with any type of error or mistake on the subject). Of the 100 included videos, after applying the inclusion and exclusion criteria, the following were extracted: number of views, likes, comments, shares and saves. For statistical analysis, the Kruskal-Wallis test was applied, with Dunn's post-test and p≤0.05.
Results: After analyzing 215 videos, 100 were included, of which 47 were misleading, 29 were useful, and 24 were personal experiences. For all variables measured, misleading videos presented higher absolute values. Statistical differences (p≤0.05) were found for all variables between misleading videos and useful videos. Misleading videos always had higher values. Conclusion: Videos about teeth whitening on TikTok classified as misleading have greater impact and engagement than those classified as a personal or useful experience, even with poorer quality of information. Misleading videos are more accessible, original and have quick-fix repercussions. The proliferation of misleading information about teeth whitening with homemade formulations represents a great risk, as they tend to compromise the oral integrity of individuals.
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