Video clips of the Mediterranean Diet on YouTube (TM): A social Media Content Analysis

PURPOSE: The present study conducted a social media content analysis on videos describing the Mediterranean Diet (MedDiet) posted onYouTube. SETTING: YouTube TM online video sharing and social media platform. METHOD: Three independent content experts evaluated 141 YouTube videos on the MedDiet in August 2020 utilizing standard rubric and protocol. Data abstracted include media source(s) of posted videos, and viewer exposure/engagement metrics. Information quality was measured by each content expert independently through use of the DISCERN instrument, a 16-item tool designed to assess reliability, dependability, and trustworthiness of an online source, scores were then aggregated for analysis. RESULTS: A majority of videos (n = 102, 72.3%) were educational in nature. A third of videos were less clear and less credible on information presented (n = 46, 32.6%). Most videos were posted by an individual (n = 79, 56%), and the majority of videos were rated as medium quality (n = 88, 62.4%). Overall level of user engagement as measured by number of “likes,” “dislikes,” and user comments varied widely across all sources of media. Exploratory correlation analysis suggests that the number of a video’s views, comments, likes, and dislikes are not correlated with quality. CONCLUSION: Study findings suggest that MedDiet health promotion and education via YouTube has the potential to reach and inform clients; however, existing video content and quality varies significantly. Future intervention research focused on MedDiet should further examine possible predictors of high quality MedDiet content utilizing diverse online video sharing platforms.