Health information quality of gallbladder cancer videos on TikTok and Bilibili in China: A cross-sectional content analysis

Backgrounds Gallbladder cancer is a highly invasive malignant tumor characterized by challenging early diagnosis and poor prognosis. With the widespread adoption of short-video platforms in China, the public increasingly accesses health information through channels such as TikTok (Chinese version) and Bilibili. However, the quality and reliability of gallbladder cancer-related videos on these platforms have not been systematically evaluated. Objective This study aims to evaluate content characteristics, information quality, and reliability of gallbladder cancer-related videos on TikTok and Bilibili in China, thereby providing evidence-based guidance for optimizing health information dissemination through short video content. Methods A total of 158 videos (99 from TikTok, 59 from Bilibili) were included in the final analysis. We extracted basic information and user interaction data from these videos. Video quality, reliability, and information coverage were assessed using the Global Quality Scale (GQS), modified DISCERN tool (mDISCERN), and Content Completeness Score (CS). Nonparametric statistical methods and chi-square tests were used for data analysis. Results Regarding general information, Bilibili videos are notably longer (170 seconds vs. 82 seconds, p < 0.001), while TikTok videos achieve higher scores across all engagement metrics (likes: 391 vs. 10, p < 0.001; collections: 110 vs. 9, p < 0.001; comments: 67 vs. 1, p < 0.001; shares: 74 vs. 7, p < 0.001). Regarding uploader types, TikTok predominantly featured specialist physicians (66.67%), while Bilibili primarily showcased knowledge disseminators (33.90%). Regarding quality scores, TikTok videos demonstrated significantly higher mDISCERN scores than Bilibili videos ( p = 0.049), while Bilibili videos achieved significantly higher CS scores ( p = 0.030). Additionally, the identity of content creators is a key determinant of video quality. Video engagement metrics bear no relation to video quality scores (GQS, mDISCERN and CS). Conclusion In summary, TikTok videos are more interactive, whereas Bilibili videos tend to be longer and offer more comprehensive content. However, videos on both platforms suffer from insufficient information completeness and inconsistent quality, with popularity failing to reflect scientific accuracy. It is recommended that platforms, healthcare professionals and content creators collaborate to collectively enhance the overall quality and dissemination effectiveness of health information.