Amid the COVID-19 pandemic, TikTok, an emerging social media platform, has created an information hub to provide users with engaging and authoritative COVID-19 information. This study investigates the video format, type and content of the COVID-19 TikTok videos, and how those video attributes are related to quantitative indicators of user engagement, including numbers of views, likes, comments and shares. A content analysis examined 331 videos from official accounts featured in the COVID-19 information hub. As of 5 May 2020, the videos received 907 930 000 views, 29 640 000 likes, 168 880 comments and 781 862 shares. About one in three videos had subtitles, which were positively related to the number of shares. Almost every video included a hashtag, and a higher number of hashtags was related to more likes. Video types included acting, animated infographic, documentary, news, oral speech, pictorial slideshow and TikTok dance. Dance videos had the most shares. Video themes included anti-stigma/anti-rumor, disease knowledge, encouragement, personal precautions, recognition, societal crisis management and work report. Videos conveying alarm/concern emotions, COVID-19 susceptibility and severity, precaution response efficacy had higher user engagement. Public health agencies should be aware of the opportunity of TikTok in health communication and create audience-centered risk communication to engage and inform community members.

中文翻译：

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在 TikTok 上传播 COVID-19 信息：对来自 COVID-19 信息中心的官方帐户的 TikTok 视频的内​​容分析

在 COVID-19 大流行中，新兴的社交媒体平台 TikTok 创建了一个信息中心，为用户提供引人入胜的权威 COVID-19 信息。本研究调查了 COVID-19 TikTok 视频的视频格式、类型和内容，以及这些视频属性如何与用户参与度的定量指标相关，包括观看次数、喜欢次数、评论次数和分享次数。一项内容分析检查了来自 COVID-19 信息中心的官方帐户的 331 个视频。截至 2020 年 5 月 5 日，这些视频获得了 907 930 000 次观看、29 640 000 次喜欢、168 880 条评论和 781 862 次分享。大约三分之一的视频有字幕，这与分享数量呈正相关。几乎每个视频都包含一个主题标签，并且更多的主题标签与更多的喜欢有关。视频类型包括表演、动画信息图、纪录片、新闻、口头演讲、图片幻灯片和 TikTok 舞蹈。舞蹈视频的分享率最高。视频主题包括反污名/反谣言、疾病知识、鼓励、个人预防、认可、社会危机管理和工作报告。传达警报/关注情绪、COVID-19 易感性和严重性、预防响应效力的视频具有更高的用户参与度。公共卫生机构应该意识到 TikTok 在健康传播方面的机会，并创建以受众为中心的风险传播，以吸引和告知社区成员。社会危机管理与工作报告。传达警报/关注情绪、COVID-19 易感性和严重性、预防响应效力的视频具有更高的用户参与度。公共卫生机构应该意识到 TikTok 在健康传播方面的机会，并创建以受众为中心的风险传播，以吸引和告知社区成员。社会危机管理与工作报告。传达警报/关注情绪、COVID-19 易感性和严重性、预防响应效力的视频具有更高的用户参与度。公共卫生机构应该意识到 TikTok 在健康传播方面的机会，并创建以受众为中心的风险传播，以吸引和告知社区成员。