Social media platforms, networking websites and mobile applications have become integrated into daily life and activities. They have become an integral part of society, with further expansion occurring during the COVID-19 pandemic due to the shift to all virtual platforms for human interactions (De La Garza, 2021; Szeto et al, 2021). In recent years, there has been considerable interest in the use of social media in medicine, especially in the fields of dermatology, aesthetics and skincare. The popularity of virtual communication through social media continues to grow dramatically. Social media has largely impacted dermatology, aesthetics and skincare, and it addresses skin conditions, ageing and normal skin (Villa-Ruiz et al, 2021; Zheng et al, 2021).
The rebirth of dermatology, aesthetics and skincare in this digital era
The relationship between social media, dermatology, aesthetics and skincare is growing increasingly important. People are more likely to seek a dermatologist or a cosmetic physician who is active on social media. Physicians should be aware of this trend to provide appropriate patient counselling and caution against the dangers of online public medical consultations. It is crucial to improve communication, disseminate evidence-based counsel, combat misinformation and improve patient health outcomes. Several high-profile certified dermatologists have embraced TikTok, and a presence on social media is now seen as a key part of a dermatologist's daily job (Schoenberg et al, 2020; Villa-Ruiz et al, 2021; Zheng et al, 2021).
Social media's impact on daily lives
Currently, younger generations are considered ‘digital natives’; they are immersed in online learning and knowledge. These platforms are a popular cost-effective and efficient way for public health practice, and there is a broad reach of social media that provides people with great information and promotes further education and healthy behaviours all over the world (Szeto et al, 2021; Zheng et al, 2021).
TikTok
TikTok was launched in September 2016 by a Chinese company called ByteDance. It is a video-sharing social networking application that is available in 75 languages in 155 countries. Some 43% of TikTok users are aged 18–24 years, while 32% are aged 25–34 years (Aslam, 2022). It has expanded at a phenomenal rate and now has 1.5 billion users and 2 billion downloads since it was launched, gaining more users during March 2020 than Instagram gained in a full quarter in 2019, making it the world's fastest growing social media platform. Material is searchable using the hashtag (#), a label allowing content to be easily accessed, and popularity is determined by view count. TikTok's influence is only growing (for example, ‘#acne’ searches more than doubled from 3 billion to 6.7 billion from September 2020 to February 2021 and has reached 26.9 billion views today). Additionally, there is an original #FYP in TikTok that stands for ‘For you page’. It is the holy grail to have your video landing on the first page when you open TikTok. It is a curated feed of videos from creators you might not follow, but TikTok's algorithm thinks you will like based on your interests and past interactions. TikTok also has other features, such as duets and challenges (Zheng et al, 2021).
» … clinicians should not fear new social media platforms; rather, this community has a responsibility to reach out to patients, and we should act as leaders in this domain «
Skinfluencers
Skinfluencers are from all walks of life; it could be your patient, your hairdresser, your neighbour, your parent or your doctor.
Dermatologists, cosmetic doctors and surgeons are among the physicians with the biggest social media presence, and some are recognised as social media influencers.
Contents of TikTok's dermatology, aesthetics and skincare videos
Videos talk about medical information, advice, dermatologic treatments, awareness messages, prevention highlights, tips, skincare routines, products, trends, aesthetic procedures, demonstrations and reviews (Reddy, 2021; Villa-Ruiz et al, 2021).
TikTok challenges
TikTok challenges are viral video trends that encourage the production of videos adhering to a general framework. Often, these comprise choreography; however, certain challenges encourage risky behaviours. For example, the ‘#tanningchallenge’ encouraged the posting of videos from a tanning bed, which led to dramatically sunburned participants, potentially real-life health consequences and, notably, the potential development of skin cancer. The potential for propagation of false, misleading or potentially harmful information must be borne in mind, and dissemination of dermatology-focused health promotion information by qualified healthcare professionals to a global, young and engaged audience offsets this risk by promoting health behaviours (Szeto et al, 2021; Zheng et al, 2021).
TikTok duets
TikTok duets allow you to post your video side-by-side with a video from another creator on TikTok. A duet contains two videos on a split-screen that play at the same time. It could be advantageous compared to other platforms, as it allows physicians to correct inaccurate content posted by others (Szeto et al, 2021; Zheng et al, 2021).
TikTok is a double-edged tool
Social media may offer patient benefits and advice, including social, emotional and informational support. However, with the abundance of non-expert advice and the ease of dissemination, it can be challenging for patients to find correct expert information. The dangers include misinformation; bad and harmful behaviours; a boost for non-evidence-based products; a breach of patient privacy; self-dysmorphia due to filtered images; dissatisfaction with appearance; and an emphasis on superficial value. This trend is unlikely to change (Szeto et al, 2021; Zheng et al, 2021).
How medical associations can help physicians with social media use
In the US, the Association for Healthcare Social Media (AHSM), promoted by the American Board of Internal Medicine (ABIM), provides educational resources for social media use in health and advocates for the recognition of social media as an important public health tool in combating misinformation (Bickers et al, 2006; Szeto et al, 2021; Villa-Ruiz et al, 2021).
Dermatological academies and associations could consider partnering with TikTok skinfluencers with large followings to share board-certified dermatologic information, and they could create institutional TikTok accounts.
Promises and pearls
People are more likely to seek a dermatologist who is active on social media. Clinicians should be aware of this trend in order to provide appropriate patient counselling and improve patient education and care (Schoenberg et al, 2020; Roche et al, 2021). Moreover, clinicians should not fear new social media platforms; rather, this community has a responsibility to reach out to patients and act as leaders in this domain. So, an increased presence of board-certified dermatologists on TikTok who have established a professional profile for patient education and health advocacy is an appropriate first step. The author believes in positively influencing healthcare through social media by employing it as an educational tool, developing best practices of social media use through evidence-based methods, advocating for the preservation of the integrity of online medical information and inspiring others to use social media as a vital tool in healthcare (Szeto et al, 2021; Zheng et al, 2021).
The author's successful recipe for social media use is:
- AIM: know your audience, intend your communication and tailor your messages
- Make your communication personal with your expertise, authenticity and transparency
- Make sure that you are present for your audience and keep in touch with your patients' concerns. The author's essential three ingredients for successful communication are being confident, being compelling and being connected—referred to as the 3Cs!
It is time to use this influential social media platform to take skin care tips and awareness to the next level.
Keep up to date with the future of skin
The vision of the Skin and Digital Summit is to create and facilitate a comprehensive conversation about what advances in digital technology and artificial intelligence can bring to the dermatology, aesthetics and skincare sectors.
The skincare sector is in a prime position to apply advances in digital technology and artificial intelligence to its advantage. Other dermatology stakeholders would do well to take inspiration from the industry and develop adapted data-driven engagement, hyperpersonalised experiences and integrated e-pharmacy or social commerce strategies.