Table 2.
Final content characteristics.
| Characteristic | Value (N=209), n (%) | |
| Media type |
|
|
|
|
Video | 133 (63.6) |
|
|
Image | 65 (31.1) |
|
|
Text | 11 (5.3) |
| Media source |
|
|
|
|
56 (26.8) | |
|
|
TikTok | 54 (25.8) |
|
|
YouTube | 51 (24.4) |
|
|
32 (15.3) | |
|
|
8 (3.8) | |
|
|
6 (2.9) | |
|
|
Other | 2 (1.0) |
| Creator role |
|
|
|
|
Medical expert | 87 (41.6) |
|
|
Journalist | 27 (12.9) |
|
|
Healthcare organization | 22 (10.5) |
|
|
Government | 20 (9.6) |
|
|
Layperson | 20 (9.6) |
|
|
Long-term care worker or certified nursing assistant | 18 (8.6) |
|
|
University or education organization | 14 (6.7) |
|
|
Study team | 1 (0.5) |
| Topicsa |
|
|
|
|
Vaccine benefits | 125 (59.8) |
|
|
About COVID-19 | 75 (35.9) |
|
|
Vaccine creation | 39 (18.7) |
|
|
Vaccine risks | 35 (16.7) |
|
|
General | 25 (12.0) |
aIndividual content items may address multiple topics.