From TikTok trends to pandemic essentials: A comparative analysis of the World Health Organization's health communication strategies on TikTok

Abstract

This study comparatively examines WHO's utilization of TikTok in health communication during and after the pandemic. Employing content analysis, the research dissects WHO's TikTok account, encompassing engagement, video formats, types, message functions, characters, and emotional elements. Findings highlight WHO's dissemination of instructive and motivational content, predominantly focusing on COVID-19 and other diseases. During the pandemic, WHO educated the public on symptoms and transmission modes while issuing warnings about potential outbreaks. Animated graphics gained prominence, and healthcare professionals conveyed positive messages. Post-pandemic, posting frequency decreased, and content strategies shifted. Optimistic content, increased involvement of public figures, and targeting younger audiences through dance videos characterized this phase. © 2024, IGI Global. All rights reserved.