Promoting Mask Use on TikTok: Descriptive, Cross-sectional Study.

Background: Over the past decade, there has been an increasing secular trend in the number of studies on social media and health.

Objective: The purpose of this cross-sectional study was to examine the content and characteristics of TikTok videos that are related to an important aspect of community mitigation-the use of masks as a method for interrupting the transmission of SARS-CoV-2.

Methods: In total, 100 trending videos with the hashtag #WearAMask (ie, a campaign on TikTok), along with 32 videos that were posted by the World Health Organization (WHO) and involved masks in any way (ie, all related WHO videos at the time of this study), were included in our sample.