PrEP on TikTok: benefits, barriers, and possibilities

ABSTRACTHIV remains a serious problem in the U.S. particularly for men who have sex with men. PrEP is an intervention that can dramatically decrease the risk of HIV infection. Because rates of PrEP adoption have been lower than anticipated, researchers have called for new tactics for promoting PrEP. For this reason, we analyzed PrEP messaging on TikTok. In an analysis guided by the Health Belief Model, we found that discussions of PrEP benefits and barriers were most common on TikTok. Severity and susceptibility were least common. We distilled these findings into suggestions for promoting PrEP adoption.Keywords: HIVMSMHBMPrEPTikTok Disclosure statementNo potential conflict of interest was reported by the author(s).Supplementary materialSupplemental data for this article can be accessed online at https://doi.org/10.1080/08824096.2023.2269080Additional informationNotes on contributorsJoseph SchwartzJoseph Schwartz is a Teaching Professor in the Department of Communication Studies at Northeastern University. His research examines the role of communication in LGBTQ health.Josh GrimmJosh Grimm is a Professor in the Manship School of Mass Communication at Louisiana State University. His research examines diversity and health communication.Cameron JamisonCameron Jamison is an undergraduate student at Northeastern University majoring in Communication Studies and Sociology.