Content Characteristics and Optimization Strategies for the Dissemination of Traditional Chinese Medicine Culture through Douyin Short Videos: A Case Study of Leading Physician Accounts

Abstract

Against the backdrop of the Traditional Chinese Medicine (TCM) Culture Promotion Project under China’ s 14th Five-Year Plan and the Healthy China strategy, Douyin has become an important platform for the dig ital dissemination of TCM culture. To examine the content structure and communication characteristics of TCM culture on Douyin, this study conducted searches using the keywords “TCM culture,” “TCM health preservation,” “TCM science popularization,” and “TCM knowledge.” The ten relevant accounts with the largest numbers of followers were selected, and a content analysis was conducted on 1,458 valid short videos posted between December 2025 and May 2026. The results show that all sampled accounts were operated by certified TCM practitioners and were characterized overall by physician-led communication, a predominance of direct-to-camera explanations, and a strong emphasis on health preservation. Specifically, direct-to-cam era explanatory videos accounted for 99.52% of the sample, while health-preservation tips and healthcare guidance accounted for 94.65%. By contrast, videos featuring stories and historical content related to TCM culture represented only 1.10%. The current dissemination practices of leading accounts are characterized by several limitations, including a highly concentrated communicator structure, limited audiovisual formats, and an insufficient supply of culturally oriented content. Accordingly, this study proposes several optimiza tion strategies, including diversifying communication actors, enriching audiovisual forms of expression, and establishing a progressive content framework encompassing “practical guidance–knowledge–culture,” with the aim of enhancing both the comprehensiveness and cultural expressiveness of TCM culture dissemination through short videos.