Author: Fernando Beltran
Published September 5, 2023
“Among so many social media options, TikTok has risen as the reigning champion among Gen Z. Its real appeal? Bite-sized, engaging videos that can turn anyone into an overnight sensation. But beyond the viral dances and catchy tunes, there’s an emerging movement of health awareness on the platform. Can these 60-second videos genuinely impact the health behaviors and perceptions of Gen Z and other generations?
Successful Health Campaigns On TikTok
TikTok’s unique selling point is its virality. TikTok challenges can spread rapidly and become global phenomena overnight. Recognizing this, health organizations have started harnessing the platform’s potential. Procter & Gamble’s #DistanceDance challenge, which started at the beginning of the Covid-19 pandemic, is a good example. It creatively encouraged users to stay home and practice social distancing, making a crucial health message trendy and engaging.
And amid the vast amount of misinformation surrounding Covid-19, the World Health Organization (WHO) made a strategic move to establish its presence on TikTok. Its strategy? Simple, direct videos often featuring experts debunking myths and answering prevalent questions. With millions of views, it’s evident that TikTok can be a potent tool for health education.
My creative agency has successfully launched a series of campaigns for government agencies, aiming to raise awareness about HPV and meningitis prevention. These campaigns struck a chord with our intended audiences on TikTok, receiving an overwhelmingly positive response.”
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“The Balance: Authenticity And Responsibility
For TikTok to be a genuine tool for health education, it’s important to find a balance between engagement and responsibility (taking real action). Health campaigns need to be authentic, engaging and, most importantly, accurate. Collaborations with influencers who resonate with Gen Z can amplify the reach, but the core message should always be rooted in facts.
Moreover, continuous monitoring and feedback are vital. Health organizations should not only track the virality of their campaigns but also their real-world impact. Are viewers merely engaging, or are they internalizing and acting on the message?
TikTok And The Future Of Health Education
TikTok, with its predominantly Gen Z audience, can be a gold mine for health education. But like any tool, its efficacy depends on its usage. As we navigate this new frontier, the onus is on health organizations to be innovative yet responsible and factual.
The potential for health education on TikTok is rapidly evolving and holds great promise for the future. But one thing is clear: Dismissing it as a mere trend is an oversight. With the right approach, TikTok can revolutionize how we impart health education to the digital-first generation.
As we “dance” our way into the future, I wonder: Could TikTok potentially be the future of health education, or is it merely a passing trend? Can we trust this platform as a vessel to share critical health messages? And more importantly, can we afford to let health misinformation fill the void left by government and other official voices?” (Beltran, 2024).
This raises good concern about the about This new viral platform of TikTok. I first-hand experience the influences of TikTok and can say it is powerful. The mass amounts of people that can be reach within minutes of posting males TikTok a revolutionary way to spread information. Health education can take advantage of this rapid distribution as mentioned in the article. But it also needs to be weary of misinformation and invalid sources and try to get ahead of the dangerous internet spiral.
From personal experience that strongly influenced the focus of my capstone, I was moved by a short video capturing a real-time seizure that was filmed by the the individual experiencing it. She had edited it and posted it with captions to describe what was happening. This information was not coming from a doctor or a medical professional telling one what to think but rather a relatable individual with the actual health condition informing and spreading awareness on a personal level. I felt connected.
This new kind of information hub allows creators to share personal experiences and opinions with an open discussion among its viewers. It’s more casual than the news. It creates a new place for open discussion and disagreement-to allow conversation in real-time and pass knowledge quicker than ever. In the health world, meaningful connections and impactful changes can be made.
Reference
Beltran, F. (2024, August 13). Council post: Tiktok and health: The dance of medicine for gen Z. Forbes. https://www.forbes.com/councils/forbesagencycouncil/2023/09/05/tiktok-and-health-the-dance-of-medicine-for-gen-z/
