Dynamics of Social Media Popularity of “Do It Yourself” Orthodontic Aligners: A YouTube Case Study

Abstract

Objective To have an understanding of the fact how the popularity of “do it yourself” (DIY) videos available on YouTube correlate with authorship, content, quality, reliability, and how they appeal to and influence the customers. Materials and Methods A new YouTube account was created, this was followed by a determination of the most commonly used keywords regarding DIY aligners by using “Google Trends.” The keywords were used to search the YouTube website. A total of 112 videos were assessed for various parameters, such as completeness of the content, reliability using a modified version of the DISCERN tool, and quality using a Global Quality Score (GQS). Out of 112 videos, 26 were rejected based on their relevance, duplication, videos without audio, and video language. Pearson’s correlation coefficient was used to study the relationship between the variables, authorship, popularity, and recommendations. Results The majority of the videos were uploaded by the laypeople (43%), followed by DIY aligner companies (38%), and dentists and orthodontists (16%). The content for most of the videos was poor (82%), with DISCERN reliability score of zero (65%), and GQS of 1 and 2 (poor to generally poor quality). The view of uploaded videos, view rate, and likes was in proportion to the quality of the videos, their popularity, and reliability. Further authors with a financial interest and poor quality, content, and less reliability of the videos usually recommended the DIY aligners. The reduced cost was one of the important factors for the customers to consider DIY aligner treatment. Conclusion YouTube videos on DIY aligners should not be considered a reliable source for the public in general who are looking for orthodontic treatment for correction of their dentofacial irregularities. The dental professional bodies and orthodontists should use social media platforms (YouTube) to increase awareness about the DIY aligners among the public.