Comparing the Video Information about the HPV Vaccine: A Content Analysis between Bilibili and YouTube

User-generated content (UGC) platforms have become one of the new channels for the dissemination of health care information. Papillomavirus (HPV) vaccine is one of the hot topics discussed on these platforms. This study took YouTube and Bilibili as examples to compare the concrete information about HPV vaccine, including source types, regions of source, tones and vital elements of the health belief model (HBM). The significant relationships between these primary pieces of information are also validated. Based on a sample of 250 videos, this study found that most of the vaccination videos in Bilibili were produced by individual bloggers, while the sources of YouTube tended to be more diverse. The United States is the leading region of YouTube videos, while in addition to Mainland China, the emergence of other countries on Bilibili is related to overseas study or medical tourists. Aligned with previous studies, a statistical association exists between attitudes and the number of likes on YouTube. As for HBM elements, the proportions of self-efficacy and perceived benefits show the opposite results on the two video sites. Surprisingly, despite there was a significant relationship between the sources of Bilibili and perceived barriers, individual bloggers tended not to mention relevant barriers of HPV vaccine. This study not only provides a novel comparative perspective, but also offers a reliable reference for video promotion of related stakeholders of HPV vaccine.