What question did this study set out to answer?

This research aims to analyze TikTok videos discussing GLP-1 medications to understand the content and creators involved.

June 7, 2026

2657-P: Who Shapes the GLP-1 Narrative on TikTok: A Cross-Sectional Content Analysis

Puntos clave

This research aims to analyze TikTok videos discussing GLP-1 medications to understand the content and creators involved.
Cross-sectional content analysis of 100 TikTok videos retrieved using specific GLP-1 related keywords.
Categorized videos by creator identity (patient, healthcare professional, influencer), content theme, and visual features.
Descriptive coding of medical claims and evidence citations included in the videos.
52% of videos featured creators as patients, with 23% as influencers and 10% as healthcare professionals.
15% of videos were testimonials and 12% provided tips, whereas only 13% were educational.
25% of videos included medical claims, while evidence citation was present in 6% of videos.

Resumen

Introduction and Objective: GLP 1 receptor agonists are widely discussed on TikTok, where medication information is often conveyed through personal experience and visual storytelling rather than clinical education. We characterized creator identity, content themes, and visual features of high engagement GLP 1 related TikTok videos to describe what information gains the greatest reach. Methods: We performed a cross sectional content analysis of publicly available TikTok videos retrieved December 19 to December 21, 2025 using keywords Ozempic, Wegovy, Mounjaro, Zepbound, GLP 1 and GLP1, semaglutide, and tirzepatide. The most liked videos for each keyword were collected to yield 100 unique videos focused on GLP 1 medications. Using a structured codebook, we coded creator identity patient, healthcare professional, influencer, or hybrid identity; content theme testimonial, tips and advice, education, or humor and entertainment; and visual features. Medical claims and evidence citation were coded descriptively. Results: Creator identity was most commonly patient (52 percent of videos), followed by influencer (23 percent) and healthcare professional (10 percent), with hybrid identities frequently observed (12 percent). Testimonials (15 percent) and tips and advice (12 percent) predominated, while educational content comprised a smaller proportion of highly liked videos (13 percent). Transformation imagery (24 percent) and talking head formats (14 percent) were common. Medical claims were present in 25 percent of videos, while evidence citation occurred in 6 percent. Conclusion: High engagement GLP 1 content on TikTok is dominated by experiential narratives and visually salient formats rather than clinician led education. These findings describe a high exposure information environment that may shape patient expectations and inform clinician counseling and future research. Disclosure D.F. Kashlan: None. A.M. Chao: Advisory Panel; Current; Eli Lilly and Company. Advisory Panel; Ended; Novo Nordisk. Advisory Panel; Current; Boehringer Ingelheim International GmbH. Advisory Panel; Ended; Roche Pharmaceuticals. Research Support; Current; Eli Lilly and Company.

Me gusta

Guardar

Cite This Study

KASHLAN et al. (Fri,) studied this question.

synapsesocial.com/papers/6a250bca7def13d035e1bbf9 https://doi.org/https://doi.org/10.2337/db26-2657-p

Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

Me gusta

Guardar