“Hallux Valgus” Versus “Bunions”: Search Terminology and Health Discourse on TikTok® and Instagram®

Social media platforms are increasingly used to access health-related information, yet the terminology used in searches may be associated with differences in both the content retrieved and the discursive frames through which health conditions are represented. This study examined how hallux valgus–related content on TikTok® and Instagram® differs according to platform and search terminology, with particular attention to thematic framing, linguistic patterns, sentiment, and audience engagement. A cross-sectional content analysis was conducted on 254 Spanish-language videos retrieved using the terms hallux valgus and “juanetes”. Lexical, thematic, sentiment, and engagement analyses were performed, and engagement was further explored using negative binomial regression. Content clustered into seven themes and was predominantly testimonial or educational. Thematic differences were more strongly associated with search terminology than with platform. In adjusted analyses, videos retrieved using “juanetes” showed higher expected engagement than those retrieved using hallux valgus, an association that remained significant after excluding the most highly engaged videos. Textual sentiment was predominantly neutral to slightly negative. These findings suggest that search terminology is associated with differences in the type of content retrieved and its audience engagement, indicating that medical and colloquial terms may correspond to different social media health information pathways within the Spanish-language content examined. Incorporating patient-facing terminology alongside medical terminology may therefore be relevant when designing health information intended for Spanish-speaking social media audiences.