In an era dominated by social media, the dissemination of health information has transcended traditional boundaries, reaching millions through viral videos and personal testimonials. However, this democratization of knowledge is a double-edged sword. Recent research unveiled at the American College of Allergy, Asthma, and Immunology (ACAAI) Annual Scientific Meeting in Orlando has brought to light the complex dynamics underpinning social media’s role in shaping public understanding of allergic diseases, particularly alpha-gal syndrome and asthma. These studies illuminate the risks posed by misinformation while underscoring the pivotal role clinicians, especially allergists, can play in correcting misconceptions and fostering informed patient communities.
Alpha-gal syndrome (AGS), an increasingly recognized allergic condition triggered by tick bites, particularly from the Lone Star tick, results in hypersensitivity to galactose-α-1,3-galactose—a carbohydrate found in red meat and other non-primate mammalian products. Patients with AGS often face sudden, severe allergic reactions, complicating diagnosis and management. Given the relative novelty and complexity of this condition, many affected individuals turn to social media platforms seeking information, support, and advice. Recognizing this trend, Dr. Nadia Hamid and colleagues conducted a qualitative analysis of the top 100 English-language videos hashtagged with “#alphagal” on a popular video-sharing platform, scrutinizing the sources, content accuracy, and engagement metrics of these posts.
This thorough content analysis revealed that out of 5,572 videos tagged with variations of alpha-gal, only a fraction—15 videos—were authored by physicians, and notably, over half of these health professional contributors were not allergists. Despite their scarcity, videos created by physicians garnered significantly higher engagement, averaging more than 31,000 likes and 830 comments, compared to approximately 9,200 likes and 202 comments for non-physician videos. Physician videos tended to be longer and more detailed, averaging 2 minutes and 32 seconds, offering viewers a richer, more informative experience. The non-physician content was often anecdotal, brief, and lacked medical rigor, highlighting a critical gap in authoritative information dissemination.
Physicians contributing content spanned a range of specialties beyond allergy and immunology, including gastroenterology, cardiology, orthopedic surgery, family medicine, emergency medicine, pediatrics, and psychiatry. This interdisciplinary presence suggests a broad recognition of the systemic impacts AGS may have. However, the relative underrepresentation of allergists—experts best equipped to diagnose and treat such immunologic disorders—indicates an opportunity for increased specialist engagement. Dr. Hamid emphasized that while personal narratives provide comfort and foster community among patients, without robust input from allergists, misinformation may spread unchecked, impeding effective public health education about AGS.
Parallel to this investigation, another study led by Dr. Ishitha Jagadish explored the proliferation of misinformation about asthma on TikTok, one of the fastest-growing platforms for health content, especially among younger demographics. Asthma, a chronic inflammatory disorder of the airways affecting millions globally, requires ongoing management and evidence-based interventions. Misconceptions about its treatment and prognosis are not only common but can be potentially dangerous if patients forsake medical advice for unproven remedies widely circulated on social media.
The TikTok study analyzed the 40 most-liked English-language videos posted in 2024 under the hashtag “#asthma.” Strikingly, over 25% of these high-visibility videos contained inaccurate or misleading information. Key myths promulgated included assertions that asthma can be completely cured through breathing exercises alone and warnings that combining caffeine with asthma inhalers could be fatal—claims that lack scientific support and could misguide vulnerable individuals. These misleading videos enjoyed more than three times the median likes of their accurate counterparts, indicating the troubling virality of misinformation.
Despite the abundance of anecdotal and user-generated content, only 22% of highly-viewed asthma videos were created by physicians, with the majority 78% coming from non-physician creators. The objectively measured quality of videos, assessed via the Global Quality Score and a modified DISCERN tool designed to evaluate the reliability of health information, was generally low, reflecting deficiencies in both accuracy and comprehensiveness. The low interrater reliability scores in assessment also highlight challenges in uniformly classifying content quality on rapidly evolving social media platforms.
Both studies exemplify the broader tensions within digital health communication: while patient stories and peer-shared experiences can build empathy and solidarity, unchecked misinformation may lead to adverse health behaviors and outcomes. The engaging nature of viral content—often concise, sensationalized, or emotive—can eclipse more nuanced, medically accurate messages. This phenomenon underscores the urgent need for allergists and asthma specialists to amplify their presence online, crafting content that is both scientifically sound and relatable to diverse audiences.
Social media platforms such as TikTok and others offer unprecedented opportunities for timely, widespread dissemination of accurate medical knowledge. The challenge lies in harnessing this potential strategically to counteract the magnetism of misleading content without alienating patient communities that value authenticity and shared experience. Innovating communication approaches to blend clinical expertise with engaging storytelling could bridge this gap effectively.
Furthermore, the studies suggest that collaboration among multidisciplinary teams—including allergists, primary care providers, and specialists from other fields—could enhance content diversity and reliability. Encouraging credential verification, transparency about authorship, and adaptive multimedia strategies may also aid in elevating the standard of health information circulated online. These measures can empower patients to make well-informed decisions about their health, mitigating the risks posed by viral misinformation.
The evolving landscape of digital health education demands proactive involvement from experts who can guide public discourse. By engaging with patients on their preferred platforms and presenting evidence-based content in dynamic, accessible formats, healthcare professionals can reclaim their authority and trust in the social media arena. This proactive approach is essential not only for conditions like alpha-gal syndrome and asthma but also for a broad spectrum of health issues vulnerable to misinformation epidemics.
As digital engagement grows, continued research into the patterns and impacts of online medical information will be instrumental in shaping effective public health interventions. These seminal studies presented at the 2025 ACAAI Annual Scientific Meeting provide valuable insights and a clarion call for the allergy and immunology community to deepen its commitment to digital health literacy. The ultimate goal remains clear: to transform social media from a double-edged sword into a powerful weapon against misinformation and a beacon for accurate, compassionate patient education.
Subject of Research: People
Article Title: THE TICK TALKS: A QUALITATIVE ANALYSIS OF #ALPHAGAL CONTENT ON A SOCIAL VIDEO SHARING PLATFORM
News Publication Date: 6-Nov-2025
Web References:
https://acaai.org/
https://annualmeeting.acaai.org/2025/newsroom.cfm
Image Credits: American College of Allergy, Asthma and Immunology
Keywords: Allergies, Allergic reactions
