Quality and Reliability of Neonatal Hypoxic-Ischemic Encephalopathy Related Short Videos on Douyin and Bilibili: A Cross-Sectional Content Analysis in Mainland China

Background Hypoxic-ischemic encephalopathy (HIE) poses severe threats to neonates, with long-term neurological sequelae. Social media like Douyin and Bilibili has become vital for HIE health education, but misinformation risks exist. However, no studies have evaluated HIE-related video quality on these mainland China platforms, highlighting an urgent research gap. Method From September 20–30, 2025, 200 top HIE-related videos (100 each from Douyin and Bilibili) were collected via new accounts. Videos were classified by source and content, then assessed using GQS and mDISCERN scales. Statistical analyses included Mann–Whitney U test, ANOVA, and Spearman correlation. Results Bilibili videos had longer duration and higher GQS and mDISCERN scores than Douyin. Douyin showed higher user engagement. Neonatologists’ videos and disease knowledge and treatment content scored significantly higher in quality and reliability than patient-shared content. Conclusion Bilibili provides higher-quality, more reliable HIE information, while Douyin focuses on interactive lightweight content. Medical professionals, platforms, and creators must collaborate to enhance medical information quality, ensuring accurate HIE knowledge dissemination for public health benefit.