Content analysis of TikTok videos about tick prevention methods for dogs and cats

BACKGROUND: Social media is a major source of pet health information. On platforms such as TikTok, algorithm-driven recommendations may expose users to health-related content even without active searching. This study described tick prevention videos on TikTok. Understanding how tick prevention is portrayed online can inform evidence-based communication. METHODS: The 50 most-engaged English-language TikTok videos under the hashtag #tickprevention addressing tick prevention for dogs or cats were analysed. Video characteristics and content categories were coded using inductive content analysis. RESULTS: Videos showed substantial engagement, with median values of 1652 likes (range 146-8583), 40 comments (range 9-207), 330 shares (range 15-2074) and 495 saves (20-2181). Most videos (92%) were created by influencers (i.e., non-veterinary creators), and over one-third contained paid promotions, primarily for non-prescription or natural products. Topical tick repellents (33%) and non-prescription products (30%) were commonly promoted, often framed as 'chemical-free' or 'safe'. The most common content categories were demonstrating usage (27%) and promoting natural or holistic methods (26%). LIMITATIONS: Only analysing the top 50 English-language videos under one hashtag may underrepresent lower-engagement and non-English content. CONCLUSION: TikTok tick prevention content is mostly influencer driven with limited expert participation, but high engagement suggests opportunities for veterinarians to share evidence-based messaging on short-form platforms.