Reiki Content on TikTok: An Analysis of Engagement Metrics, Content Themes, and Influencer Credibility in Digital Health Communication

Abstract

Aims: This study explores how Reiki, a Japanese-origin energy healing practice, is represented and engaged with on TikTok. While Reiki is increasingly visible across healthcare and wellness contexts, it remains scientifically debated. The study aimed to examine (1) the thematic characteristics of Reiki-related content, (2) how these relate to audience engagement and creator identity, and (3) patterns of posting behaviors and presentation styles linked to engagement outcomes. Study Design: This was a quantitative content analysis of TikTok videos tagged with #Reiki, conducted on April 27, 2025. The study was carried out at Lehman College, CUNY, and deemed exempt from human-subjects review by the Institutional Review Board. Place and Duration of Study: TikTok content was reviewed online on April 27, 2025. Methodology: A total of 118 English-language TikTok videos were systematically analyzed. Videos were coded across dimensions including content type (e.g., guided sessions, mindfulness), creator identity (e.g., everyday users, influencers, certified practitioners), tone, format, and commercial intent. Engagement metrics such as views, likes, saves, comments, and shares, were collected. Coding reliability was high (Cohen’s Kappa = 0.91). Welch’s t-tests (α = .05) were applied to assess associations between content attributes and engagement outcomes. Results: The 118 videos accumulated over 107 million views and 5 million likes. The vast majority of videos were created by everyday users and influencers (N=113 and N=111, respectively), and content from these creators accounted for over 96% of total interactions. Non-commercial and organic content yielded significantly higher engagement across multiple metrics (p < .05). Mindfulness and on-camera presentations correlated with higher view counts. Everyday-user videos elicited more likes and favorites, while influencer videos generated more comments, indicating distinct audience engagement dynamics. Conclusion: Reiki content on TikTok demonstrates substantial public interest and participation, driven more by relatability, authenticity, and presentation style than by formal credentials or commercial framing. These findings highlight how alternative healing practices are reinterpreted within digital wellness cultures.