Health Communication on Chinese Social Media: A Case Study of Stress Urinary Incontinence-Related Videos on TikTok and Bilibili

Objective To compare video characteristics, information quality, and user engagement of SUI-related videos on TikTok and Bilibili, and to examine whether quality is associated with engagement.Methods We conducted a cross-sectional content analysis of 200 videos (100 per platform) retrieved using predefined Chinese keywords within the same time window. Video duration, time since upload, uploader type, and engagement metrics were extracted. Information quality was assessed using the Global Quality Score (GQS) and modified DISCERN. Between-platform comparisons, Spearman correlations, and regression analyses were performed.Results TikTok videos showed significantly higher engagement than Bilibili videos. Bilibili videos were longer and older. TikTok had a higher GQS passing rate (≥3), while modified DISCERN passing rates did not differ significantly. On both platforms, neither GQS nor modified DISCERN was significantly associated with engagement.Conclusions Platform differences exist in engagement and selected quality indicators, but higher information quality does not translate into higher engagement.