Information quality of implant-related videos on Chinese social media platforms: a cross-sectional analysis of Bilibili, Douyin, and Xiaohongshu

Background As dental implant therapy becomes increasingly common, patients frequently seek implant-related information through social media platforms. However, the completeness and educational quality of such information remain uncertain, particularly on Chinese social media platforms. This study aimed to evaluate implant-related videos on three major Chinese social media platforms using complementary measures of content completeness and educational quality. Methods A cross-sectional content analysis was conducted on implant-related videos retrieved from Bilibili, Douyin, and Xiaohongshu on June 10, 2026, using the Chinese keyword “种植牙” (“dental implant”). The first 100 videos returned by each platform’s default search function were screened, and 250 videos meeting predefined eligibility criteria were included. Video characteristics were recorded, and information quality was evaluated using the Global Quality Scale (GQS) and a newly developed Implant Content Score (ICS), a 10-domain instrument assessing the completeness of implant-related information. Differences among platforms and associations between video characteristics and information quality were statistically analyzed. Results Of the 250 included videos, 83 originated from Bilibili, 79 from Douyin, and 88 from Xiaohongshu. Significant differences in information quality were observed among platforms. Bilibili videos showed the highest median ICS score [4 (2–5)], followed by Xiaohongshu [3 (2–4)] and Douyin [2 (1–3)] ( P < 0.001). Similarly, Bilibili demonstrated the highest GQS score, followed by Douyin and Xiaohongshu ( P < 0.001). Scientific accuracy was the most frequently reported content domain (97.2%), whereas comprehensive treatment planning was the least frequently reported (8.8%). Video duration was positively associated with ICS score ( r = 0.490, P < 0.001), while likes, comments, and favorites showed no significant association with information quality. Conclusions The quality of implant-related information on Chinese social media platforms varies substantially. Although Bilibili videos demonstrated relatively higher content completeness and educational quality, clinically important topics such as comprehensive treatment planning were frequently overlooked across all platforms. These findings suggest that content completeness and educational quality represent distinct dimensions of online health information quality and support the use of complementary assessment approaches. Greater involvement of dental professionals in developing evidence-based implant-related educational content may improve patient understanding and support informed treatment decision-making.