Coverage of the 2022 infant formula shortage on YouTube: a conversation driven by news media

Aim The early part of 2022 witnessed an acute shortage of infant formula, resulting in infant food insecurity. As in any public health crisis, dissemination of information by internet portals such as YouTube is critical to educate the public. This study reflects the results of a content analysis of most-trending YouTube videos related to the 2022 infant formula shortage in the United States. Subject and methods Ninety-three videos were coded for content categories specific to the Centers for Disease Control and Prevention (CDC) and the American Academy of Pediatrics (AAP) recommendations, and analyzed if content categories were statistically affected by the source of videos. Results Videos created by professionals or governmental agencies comprised only 4% of the trending videos and did not address consumer-useful CDC and AAP recommendations. Conclusion Our results highlight a missed opportunity by professional individuals, organizations and governmental agencies to use internet forums such as YouTube to meaningfully address a wide-ranging public health crisis.