Dissemination of Information on Selective Serotonin Reuptake Inhibitors on TikTok: Analytical Mixed Methods Study of Creator Types, Content Tone, and User Engagement

Results showed that while both creator groups focused on negative SSRI side effects and experiences (content tone), the way they presented this information (video tone) differed. Medical professionals generally maintained a neutral video tone, whereas nonmedical professionals were more likely to adopt a positive video tone. This may explain why nonmedical professionals' videos had significantly more cumulative views, likes, and comments than medical professionals' videos. These findings are consistent with other research suggesting that the TikTok algorithm and users are more likely to favor and engage with videos that evoke a strong emotional response and are perceived as relatable to viewers. This study highlights the need for medical professionals to improve their approach to content creation on TikTok by using a more positive video tone to increase engagement.