Assessing the quality and usefulness of smoking cessation related short videos on TikTok and Bilibili: a content analysis study in China

Smoking remains a leading cause of preventable morbidity and mortality worldwide, and short-video platforms have increasingly become influential channels for disseminating smoking cessation–related information to the public. TikTok and Bilibili are two major short-video platforms with large user bases and distinct characteristics, exerting considerable influence on health perceptions, particularly among younger populations. However, due to their open nature and limited quality control, the quality and reliability of smoking cessation–related content vary substantially, with some videos containing inaccurate or misleading information, posing a public health challenge. This study aimed to systematically evaluate the quality and usefulness of smoking cessation–related videos on TikTok and Bilibili and to assess whether these platforms serve as valuable resources for smokers attempting to quit. In January, 2024, a search was conducted on TikTok and Bilibili using the keywords “quit smoking (戒烟)” and “how to quit smoking yourself (如何自己戒烟).” Four independent reviewers assessed 400 videos using a standardized coding framework. Video quality and content were evaluated using global quality score (GQS), Usefulness Score (US) and Message Appeals (MA). TikTok videos showed higher levels of user engagement than those on Bilibili; however, no statistically significant differences were observed between the two platforms in Global Quality Score (GQS) or Usefulness Score (US). Most videos received a GQS of 3 (Bilibili: 56.5%; TikTok: 55.5%) and were rated as slightly useful, with fear appeals being the most commonly used message strategy. Videos produced by health professionals and institutions demonstrated higher quality and usefulness. Correlation analyses revealed distinct platform-specific patterns: on TikTok, video duration and time-normalized engagement indicators (daily video likes, daily video comments, daily video saves, and daily video shares) were positively associated with GQS, US, and message appeal, whereas on Bilibili, engagement indicators showed weak or negative associations with video quality. There remains substantial room for improvement in the overall quality of smoking cessation–related short videos on both platforms. Greater involvement of health and communication professionals, as well as relevant institutions, may help enhance content quality. Achieving an appropriate balance between scientific accuracy and public appeal is essential for maximizing the effectiveness of short videos as smoking cessation health education tools.