Social media has become one of the first places many pet owners turn to for health advice. But how reliable is the information they find?
A newly published study in Veterinary Record has examined some of the most popular TikTok videos about tick prevention for dogs and cats, revealing that the vast majority are created by influencers rather than veterinary professionals.
Researchers analysed the 50 most-engaged English-language TikTok videos under the hashtag #tickprevention to better understand how tick prevention is being discussed online and what messages pet owners are most likely to encounter.
Influencers Drive the Conversation
One of the most striking findings was that 92% of the videos were created by non-veterinary influencers, while only a single video was produced by a veterinary professional.
The videos generated substantial engagement, with many attracting thousands of likes, comments, shares and saves. This highlights TikTok’s growing role as a source of pet health information, particularly for younger pet owners.
Researchers suggest that while social media can be a valuable tool for sharing information, the lack of expert representation raises questions about the accuracy and balance of the advice being presented.
Natural and “Chemical-Free” Approaches Were Popular
Many of the most popular videos promoted natural, holistic or “chemical-free” tick prevention methods.
Essential oil sprays, natural collars, diatomaceous earth and other non-prescription products featured heavily throughout the content analysed. These products were often marketed as safer alternatives to conventional parasite control products.
The study found that content promoting natural approaches was among the most highly engaged, suggesting these messages resonate strongly with TikTok audiences.
Tick Checks Were Rarely Discussed
Despite being one of the most widely recommended methods of reducing the risk of tick-borne disease, routine tick checks were surprisingly underrepresented.
Researchers noted that only a small number of videos focused on checking pets for ticks after walks or outdoor activities, despite this being a simple and effective preventative measure.
This finding highlights a potential gap between evidence-based recommendations and the information most commonly encountered on social media.
Why Does This Matter?
Ticks can transmit a range of diseases that affect both animals and people, making effective prevention an important part of pet health care.
The researchers emphasise that social media platforms such as TikTok are increasingly shaping how pet owners learn about disease prevention. While engaging content can raise awareness, there are concerns that advice may sometimes prioritise popularity, personal experience or marketing over scientific evidence.
The study does not conclude that the products discussed are ineffective, but it does highlight the importance of ensuring pet owners have access to accurate, evidence-based information when making decisions about parasite prevention.
An Opportunity for Veterinary Professionals
The authors suggest that veterinarians and veterinary organisations have a significant opportunity to engage with pet owners on platforms such as TikTok.
Interestingly, the only veterinarian-created video included in the study generated exceptionally high engagement, suggesting there is a genuine appetite for expert-led content when it is presented in an accessible and engaging format.
The researchers conclude that more veterinary voices on social media could help address misconceptions, improve understanding of tick prevention and support informed decision-making among pet owners.
The Bottom Line
TikTok is becoming an increasingly influential source of pet health information, but this latest research suggests much of the conversation around tick prevention is currently being led by influencers rather than veterinary professionals.
As social media continues to shape how owners make decisions about their pets’ health, ensuring accurate, evidence-based information is readily available may be more important than ever.
