![]() Given its popularity and ease in adoption among community members, social media has been widely used by public health agencies to communicate health information. Thus, effective public health communication is important to combat the COVID-19 pandemic. Community members largely need knowledge of COVID-19 symptoms and modes of transmission, as well as precautions to prevent the disease. COVID-19 is also a novel infectious disease. Given the surging number of global cases and deaths, communicating time-sensitive information to the public is critical. The coronavirus disease 2019 (COVID-19) pandemic continues to affect more than 210 countries and territories. Public health agencies should be aware of the opportunity of TikTok in health communication and create audience-centered risk communication to engage and inform community members. Videos conveying alarm/concern emotions, COVID-19 susceptibility and severity, precaution response efficacy had higher user engagement. Video themes included anti-stigma/anti-rumor, disease knowledge, encouragement, personal precautions, recognition, societal crisis management and work report. Video types included acting, animated infographic, documentary, news, oral speech, pictorial slideshow and TikTok dance. Almost every video included a hashtag, and a higher number of hashtags was related to more likes. ![]() About one in three videos had subtitles, which were positively related to the number of shares. A content analysis examined 331 videos from official accounts featured in the COVID-19 information hub. This study investigates the video format, type and content of the COVID-19 TikTok videos, and how those video attributes are related to quantitative indicators of user engagement, including numbers of views, likes, comments and shares. Amid the COVID-19 pandemic, TikTok, an emerging social media platform, has created an information hub to provide users with engaging and authoritative COVID-19 information.
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