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Background <p>Infertility has become a major global health issue, affecting approximately one in six couples worldwide; this problem is particularly pronounced in China. With the advent of the digital age, an increasing number of people struggling with infertility are turning to social media platforms for health information. However, the quality and reliability of such video content remain unclear. Therefore, this study aims to assess the overall quality and reliability of infertility-related information on mainstream social media platforms in China.</p> Method <p>This study used the Chinese term “Infertility” as a search term to retrieve the top 100 videos on Bilibili and TikTok. Video quality was assessed using the DISCERN tool and the Global Quality Scale (GQS), and statistical analysis was conducted to explore the relationships among various variables.</p> Results <p>This study ultimately included 163 videos in the analysis, comprising 72 videos from Bilibili and 91 from TikTok. The results showed that the average daily engagement metrics on Bilibili were significantly higher than those on TikTok (<i>P</i> &lt; 0.05). The proportion of medical personnel on the TikTok platform was as high as 90.1%, significantly higher than the 27.8% on Bilibili (<i>P</i> &lt; 0.001). Videos on the TikTok platform were more concentrated in the medium-quality category, while the Bilibili platform had a higher proportion of low-quality videos (GQS low quality: 41.7% vs. 21.1%, adjusted <i>P</i> = 0.024). Multivariate regression analysis showed that the DISCERN score was significantly positively correlated with the number of shares (β = 0.045, 95% CI: 0.002–0.088, <i>P</i> = 0.040). Both the number of likes and the number of comments were negatively correlated with video duration (β = −0.001, <i>P</i> = 0.040; β = −0.001, <i>P</i> = 0.022).</p> Conclusion <p>The overall quality of videos on infertility-related topics on TikTok needs improvement. Bilibili has a significant gap in this content, suggesting that high-quality content creators—such as medical professionals—should not limit their science communication efforts to a single platform. Creators of science communication videos may consider adopting narrative techniques or focusing on specific topics for in-depth explanations to enhance the accessibility of their content.</p>

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Evaluation of the quality and reliability of infertility information on Chinese social media platforms Bilibili and TikTok : a cross-sectional study

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2026年7月2日

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  • Jianjie Zhang,
  • Jixia He,
  • Quanzhi Wei,
  • Meng Rao

摘要

Background

Infertility has become a major global health issue, affecting approximately one in six couples worldwide; this problem is particularly pronounced in China. With the advent of the digital age, an increasing number of people struggling with infertility are turning to social media platforms for health information. However, the quality and reliability of such video content remain unclear. Therefore, this study aims to assess the overall quality and reliability of infertility-related information on mainstream social media platforms in China.

Method

This study used the Chinese term “Infertility” as a search term to retrieve the top 100 videos on Bilibili and TikTok. Video quality was assessed using the DISCERN tool and the Global Quality Scale (GQS), and statistical analysis was conducted to explore the relationships among various variables.

Results

This study ultimately included 163 videos in the analysis, comprising 72 videos from Bilibili and 91 from TikTok. The results showed that the average daily engagement metrics on Bilibili were significantly higher than those on TikTok (P < 0.05). The proportion of medical personnel on the TikTok platform was as high as 90.1%, significantly higher than the 27.8% on Bilibili (P < 0.001). Videos on the TikTok platform were more concentrated in the medium-quality category, while the Bilibili platform had a higher proportion of low-quality videos (GQS low quality: 41.7% vs. 21.1%, adjusted P = 0.024). Multivariate regression analysis showed that the DISCERN score was significantly positively correlated with the number of shares (β = 0.045, 95% CI: 0.002–0.088, P = 0.040). Both the number of likes and the number of comments were negatively correlated with video duration (β = −0.001, P = 0.040; β = −0.001, P = 0.022).

Conclusion

The overall quality of videos on infertility-related topics on TikTok needs improvement. Bilibili has a significant gap in this content, suggesting that high-quality content creators—such as medical professionals—should not limit their science communication efforts to a single platform. Creators of science communication videos may consider adopting narrative techniques or focusing on specific topics for in-depth explanations to enhance the accessibility of their content.