"The Reynolds-McElhenney effect?": effect of celebrity endorsement on colonoscopy-related videos on TikTok.

Overview

BACKGROUND AND AIMS: Cases of young-onset colorectal cancer (CRC) have risen substantially over the last 20 years, and physicians are increasingly harnessing the influence of celebrities to raise awareness for CRC screening. Celebrity actors Ryan Reynolds and Rob McElhenney filmed their experiences undergoing colonoscopy as part of an initiative to raise awareness for CRC screening. Herein, we assess the quality of information on TikTok regarding colonoscopies and evaluate the effect of this celebrity endorsement. METHODS: Hashtags encompassing colonoscopy were searched using TikTok's algorithm, and 75 videos were considered. The DISCERN questionnaire and analytics were used to quantify the quality and popularity of each video. RESULTS: Colonoscopy-related videos were higher in quality (P < .01) and popularity (P < .05) after the celebrity Reynolds-McElhenney endorsement compared with those released before. After the endorsement, the difference between the quality of the content created by physicians and nonphysicians was eliminated. CONCLUSIONS: Using TikTok, celebrities can aid in disseminating high-quality information regarding colonoscopy and other preventative medicine practices to young adults within the new social media landscape.