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Engaging the public with antimicrobial resistance through social media videos – a content analysis study
File(s)
Author(s)
Chen, Fangyue
Soni, Lakshya
Grailey, Kate
Dryden, Simon
Acharya, Amish
Type
Journal Article
Abstract
Introduction: YouTube, the dominant global video-sharing social media platform, has created new opportunities to provide regulated health content directly with the public, including on broader public health threats such as antimicrobial resistance (AMR). Little is known about the most effective strategy with which to engage the public with online AMR content.

Method: This study comprehensively evaluated the top two-hundred viewed YouTube videos on AMR by extracting data on video characteristics, narratives and quality, and explored factors associated with viewer engagement through proxy analytics (views, likes and comments).

Results: We found that content focused upon the mechanisms of AMR and antibiotics were most viewed, yet engaging videos do not necessarily convey high-quality information. Videos on internet media and non-medical channels were more popular.

Discussion: The study calls for more strategic production of engaging videos on AMR. Global platforms should strive to facilitate audience in accessing reliable health information.
Date Acceptance
2026-03-05
Citation
Frontiers in Public Health
URI
ISSN
2296-2565
Publisher
Frontiers Media S.A.
Journal / Book Title
Frontiers in Public Health
Copyright Statement
Copyright This paper is embargoed until publication. Once published the Version of Record (VoR) will be available on immediate open access.
License URL
Publication Status
Accepted