Content characteristics and information quality of flap transplantation surgery videos on TikTok and Bilibili

Flap transplantation is a crucial reconstructive surgical technique, yet public understanding of its principles and postoperative management remains limited. With the rapid rise of short-form video platforms, social media has become an important medium for disseminating medical information. This study aimed to evaluate the content characteristics, educational quality, and reliability of flap transplantation surgery videos on TikTok and Bilibili. A cross-sectional content analysis was conducted to evaluate short videos related to flap transplantation surgery on TikTok and Bilibili. Videos were retrieved on September 25, 2025, using the Chinese keyword “皮瓣移植手术” (“flap transplantation surgery”), and searches were performed on the same day to reduce algorithm-related bias. After excluding duplicate, irrelevant, and commercial content, 236 videos were included. Two independent researchers extracted and verified data on video characteristics and engagement metrics. Educational content and information quality were assessed using the Global Quality Scale (GQS), modified DISCERN (mDISCERN), and Journal of the American Medical Association (JAMA) criteria. Statistical analyses were performed using Statistical Package for the Social Sciences version 27.0 with the Mann–Whitney U test, Kruskal–Wallis test, and Spearman correlation. Statistical significance was set at P < .05. Overall, the videos demonstrated moderate quality, with median scores of 3.00 (interquartile range 3.00–4.00) for GQS, 3.00 (2.00–3.00) for mDISCERN, and 3.00 (3.00–4.00) for JAMA. TikTok videos were significantly shorter (52.50 seconds vs 162.00 seconds, P < .001) but achieved higher GQS, mDISCERN, and JAMA scores ( P < .001) compared with Bilibili. Specialist physicians accounted for 69.1% of uploaders and produced videos with significantly higher quality than science communicators or institutional/patient accounts (all pairwise P < .05). Engagement indicators such as likes and shares were strongly correlated with each other (up to r = 0.92) but not with video quality ( P > .05). TikTok and Bilibili play an increasing role in disseminating surgical knowledge about flap transplantation. Although TikTok videos were shorter, they demonstrated higher structural clarity and informational reliability. Videos uploaded by physicians showed the highest accuracy and transparency, while nonprofessional content exhibited lower educational value. These findings highlight the need for improved content regulation, professional participation, and evidence-based design to enhance the educational impact of medical short videos.