Researchers at the City University of New York explored which weight loss videos attract the most attention on TikTok, analyzing what earns the most views and likes. The study was published in a public health journal and reflects how social media trends evolve as new platforms rise in prominence. The move to TikTok follows a long line of academic work that previously focused on weight management content on YouTube, where researchers have charted patterns in viewer engagement and educational impact. With TikTok now hosting a massive audience that grows daily, scholars sought to understand how different video formats resonate with users who are looking for tips, inspiration, or proof of results.
At the heart of the investigation was the observation that a single hashtag can drive enormous reach. The hashtag weightloss emerged as the most active tag for weight management topics during the period studied, recording an unprecedented level of engagement. The researchers quantified the total exposure across the platform in the hundreds of billions of views, highlighting how quickly weight loss discussions can scale when paired with short, digestible video content. The goal was to map out which messages gain traction, which formats sustain viewer interest, and how viewers respond to the promises and tactics presented in these clips. The findings suggest that the scale of TikTok’s reach can magnify both accurate information and misleading claims, underscoring the need for careful sourcing and critical thinking among viewers and practitioners alike.
To identify patterns, the team curated a sample comprising the hundred most popular videos tagged with the weightloss topic. Within this set, videos that demonstrated tangible outcomes, such as quantified changes in weight from diet or exercise programs, consistently performed well in terms of popularity. In contrast, content that provided practical recipes and cooking demonstrations tended to generate higher levels of viewer interaction, including comments and discussions. This distinction points to a nuanced spectrum of user interests: some viewers are drawn to visible results, while others engage deeply with the method and process behind those results. The research highlights how different strands of content can complement each other, creating a more holistic view of what makes a weight management channel successful on short‑form video platforms.
Another striking takeaway is the prevalence of nonprofessional voices in this space. A large majority of the videos in the sample were uploaded by everyday users rather than health care professionals. This reality reflects both the democratization of health information on social media and the potential risk of misinformation when high‑quality, evidence‑based guidance is not clearly represented. The study notes a tendency for informative content to outperform entertainment in terms of viewer value, suggesting that audiences are actively seeking knowledge that they can apply. That dynamic signals a clear opportunity for qualified health professionals to participate in social media conversations, presenting accurate, accessible information about weight management, while also acknowledging the variety of user needs and experiences that drive engagement on TikTok. The researchers emphasize the importance of transparent sourcing, clear explanations of limits and uncertainties, and practical steps readers can take to evaluate the reliability of weight loss claims they encounter online. (City University of New York researchers, 2022 study).