This study explores how people engage with educational and motivational content on TikTok. We conducted a mixed-methods content analysis of N = 400 health videos from the prosocial EduTok campaign. Two theories guided our analysis of content: the motivational theory of role modeling and the health belief model. Our results revealed that audiences most frequently engaged with educational videos related to diet, exercise, and sexual health. Role model appeals were prominently featured and highly engaged with. However, these videos often framed health promotion through an ideal lens, without including information needed for behavior change attainability. The prevalence of constructs from the health belief model in videos varied. Videos emphasizing prevention, cues to action, and behavior antecedents including perceived benefits and severity attracted more views and engagement than videos that did not include these concepts. We further observed a trend in which content creators used severity in a sensational manner to elicit shock and outrage, which in turn boosted content virality. When included, videos featuring efficacy appeals garnered higher engagement. However, these appeals were less common and had limited reach. Overall, our findings provide implications for using role modeling and theory-driven appeals in social media eHealth communication.

This article presents an Integrative Model of Sustainable Health Decision-Making and a toolkit to equip U.S. Extension professionals with knowledge and skills to engage in adult immunization education. The objective was to reduce mistrust and increase willingness and confidence toward delivering vaccination education. The model was developed through an explanatory parallel mixed methods design. Data collection included a needs assessment survey, interviews, workshops, and Neuromarketing message testing. The resulting toolkit was pilot tested before final delivery. Four key needs were identified: tailoring trainings based on Extension roles, prioritizing preserving community trust and professional credibility, establishing connections with medical experts, and strengthening Science Media Literacy skills to counter misinformation and communicate emerging science. Correlations among constructs supported an integrated model focused on a professional development core of Science Media Literacy, Motivational Interviewing, and Neuromarketing Science that strengthens communication relationships between priority populations and trusted partners. The model and work described in this article can serve as a general framework for engaging key influencers in communities in communication education intended to promote sustainable well-being, such as increasing vaccine uptake.