The Brazilian Butt Lift: An Analysis of Top-Rated Content on the Social Media Platform TikTok

Background The rising demand for cosmetic gluteal fat grafting is partially attributed to social influence and evolving beauty standards. On the social media platform TikTok alone, content related to what is colloquially known as the Brazilian Butt Lift (BBL) garnered over 15 billion views in the past three years, raising concerns about the potential influence of visually striking yet possibly misleading media content on patient decisions and perceptions. This study aimed to analyze the source and content of BBL-related TikTok videos to assess the quality of information presented to potential patients. Objectives To characterize top-ranked Brazilian butt lift (BBL) content on TikTok by evaluating (1) creator type and video category, (2) engagement metrics, (3) the quality of educational content using the Patient Education Materials Assessment Tool (PEMAT), and (4) the geographic distribution of patient-reported procedure locations and provider/clinic locations. Methods Using the TikTok application, 14 phrases related to the Brazilian butt lift procedure were analyzed. Video analysis included engagement metrics, digital creator type, and video category. The quality of educational content was assessed using the validated PEMAT. A locational analysis of the digital creators was also performed, focusing on the geographic area where patients received their procedures or where physician/cosmetic clinics were located. As an observational content analysis, causal inferences could not be made. Results Three hundred fifty videos were included in our study. Patients had the highest percentage of videos (29.1%), followed by “other” (29.0%), and plastic surgeons (20%). Educational videos accounted for the highest percentage of video types (26.6%). Educational videos posted by plastic surgeons had significantly higher understandability and actionability scores than those of non-healthcare creators when using PEMAT (P < .001), but had substantially lower views, likes, and saves (P < 0.05). Locational analysis revealed that 77.1% of patient-generated videos with identifiable procedure location referenced procedures reported as having been performed internationally or in Miami (P = 0.021). Conclusions The Brazilian butt lift garners high engagement on TikTok. Educational content is common among video subtypes and is high quality when posted by plastic surgeons; however, educational videos receive higher engagement statistics when posted by non-healthcare creators. Content posted by self-identified BBL patients more frequently referenced procedures performed internationally or in Miami; locations that have been associated in prior epidemiologic literature with higher complication and mortality rates in gluteal fat grafting and cosmetic tourism.