Practice of blood donor emergency recruitment by TikTok / 中国输血杂志

ABSTRACT

【Objective】 To discuss the practice of emergency recruitment of blood donors through TikTok by shooting short videos, and evaluate the recruitment effect. 【Methods】 The completed short videos about blood donor emergency recruitment were released by major media official accounts on TikTok on New Year′s Day, May Day and National Day in 2022. Blood collection data within 10 days before and after the release were collected, and data within 7 days after the release were selected as the experimental group and the same period in last year as the control group to compare the blood collection units, donation frequency, gender and age of blood donors. 【Results】 The units of daily blood collection was the largest on day 1 after the release of TikTok short video, which was 3 times that of the previous day, and then decreased day by day, until to the same level as before the release on day 7. The daily blood collection, the proportion of first-time blood donors, donors aged 26 to 55 years old in the experimental group were all higher than those of the control group, but the proportion of blood donors aged 18 to 25 years old was lower than that of the control group. There was no significant difference in gender between the two groups. 【Conclusion】 Releasing short videos of blood donor emergency recruitment through TikTok, with fast dissemination and wild audience, can increase the blood inventory in a short time and is worthy of promotion.