Supplementary file 1_Engaging the public with antimicrobial resistance through social media videos—a content analysis study.docx

IntroductionYouTube, 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.
MethodThis study comprehensively evaluated the top 200 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).
ResultsWe 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.
DiscussionThe study calls for more strategic production of engaging videos on AMR. Global platforms should strive to facilitate audience in accessing reliable health information.