SUN-165 - As Seen on Tiktok: Characterizing Interventions and Attitudes in #PCOS Content

Background:
TikTok is a popular global social media platform, with 41% of users aged 16 to 24 years. Polycystic ovary syndrome (PCOS) affects up to 13% of reproductive-aged people, many of whom report dissatisfaction with PCOS diagnosis and treatment. Integrative health and medicine (IHM) use is popular in women’s health, and many users turn to TikTok for information on PCOS management. However, attitudes towards conventional and IHM approaches, specific modalities, creator characteristics, and user engagement in PCOS-related TikTok content have yet to be systematically examined.

Methods:
Using the TikTok Research Tools database, the top 50 videos with #PCOS were extracted. English-language videos which described an intervention for PCOS (n=44) were included in analysis.
Video content and captions regarding conventional (e.g., medications, topicals) and/or IHM interventions for PCOS, user engagement metrics, and creator characteristics were examined. Two reviewers independently conducted thematic analysis using an inductive approach, with codes developed iteratively and discrepancies resolved by discussion. Descriptive statistics were used to summarize findings.

Results:
Half of videos (n=22) described IHM interventions; 14 discussed conventional medicine interventions, and 8 included both. 14 videos included advertisement for a product or service. Of the 22 videos that described conventional therapies, glucagon-like peptide receptor antagonists (GLP1-RA, n=10) and metformin (n=5) were most commonly discussed, often with positive perception (n=10, with phrases such as “life-changing”).
Of the 28 videos which described IHM interventions, many described nutrition advice (n=11), particularly a high-protein diet (n=5); followed by supplements (n=8; inositol, CoQ10, multivitamins, and guaifenesin most frequently mentioned); and physical activity (n=6), particularly strength training. Most videos of IHM interventions reflected positive perceptions (n=20; e.g., “natural solution” and “happy hormones”).
Overall, commonly addressed PCOS symptoms included weight management (n=13), hirsutism (n=6), and fertility issues (n=6). Other frequently cited concerns included hormonal imbalance (n=10), insulin resistance (n=6), and fatigue (n=4).
Most video creators reported they were of White race (n=32) and aged 18-40 years (n=39). In terms of content reach, videos averaged 1741 likes, 45 comments, 385 saves, and 79 shares.

Conclusions:
TikTok content with #PCOS tends to describe a variety of both IHM and conventional approaches to PCOS management, including GLP1-RA medications, nutritional advice, and supplements. Understanding the information to which patients have been exposed can help providers understand patient needs and preferences and promote patient-centered PCOS care.

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