Internet and Social Media Use Among Patients with Hair and Scalp Disorders: A Behavioral Analysis

Introduction: TikTok, a social media platform, is a tool for disseminating dermatological public health education. On TikTok, like other social media platforms, both board-certified dermatologists and non-medical providers (“influencers”) provide dermatological advice, but how the quality of the advice compares between the two creator groups is unclear. Objectives: This study sought to assess similarities and differences in the language used within content, user receptibility, and engagement and the utility of online education in understanding hair and scalp disorders. Methods: A cross-sectional analysis of 97 TikTok videos from 2023 was performed to evaluate the content quality of videos made by dermatologists and influencers regarding three common hair and scalp disorders: seborrheic dermatitis, telogen effluvium, and traction alopecia. Results: Dermatologists and influencers had similar user engagement, but 49% of dermatologists were more likely to recommend standard treatments compared to 27% of influencers; 46% of influencers were more likely to recommend alternative treatment options compared to 25% of dermatologists. An analysis of user comments to assess audience understanding indicated that the three disorders were often confused with at least 2–3 other similar hair and scalp conditions. Conclusions: This study highlights a need to clarify for patients the standard of care for common hair and scalp disorders. This study also identified a universal lack of messaging encouraging users to seek in-person medical attention for their dermatological concerns.