Quality and Reliability of Neck Wrinkle-Related Short Videos on TikTok and Bilibili: A Cross-Sectional Study

BACKGROUND: Neck wrinkles are a common aesthetic concern, and patients increasingly seek information on short-video platforms. However, the quality and reliability of such content remain unclear. OBJECTIVE: To evaluate the quality and reliability of neck wrinkle-related short videos on TikTok and Bilibili. METHODS: On April 20-22, 2026, we searched the Chinese keyword "Jingwen" on TikTok and Bilibili. The top 150 videos per platform (default comprehensive ranking) were screened. Video characteristics and engagement metrics were recorded. Two independent reviewers assessed quality (Global Quality Score, GQS) and reliability (modified DISCERN, mDISCERN). RESULTS: Of 129 videos analyzed (Bilibili: 39; TikTok: 90), treatment was the dominant content category (89.7% and 95.6%, respectively), while prognostic outcomes were rarely addressed (10.3% and 0%). Bilibili videos were significantly longer (median 182.0 versus 66.5 s, P<0.001) and had higher GQS scores (mean 2.5 versus 2.0, P<0.001), whereas TikTok videos showed higher engagement. Videos by health care professionals received significantly higher GQS (P=0.012) and mDISCERN (P=0.020) scores. Engagement metrics did not correlate with quality or reliability. CONCLUSION: Neck wrinkle-related short videos have an imbalanced content structure, overemphasizing treatment and neglecting prognosis. Overall quality was moderate. Bilibili videos were of higher quality, and professional-uploaded content was more reliable. Platforms should encourage professional participation and comprehensive content strategies to improve patient education.