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

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.