Conveying Sport Nutrition Information in YouTube Videos: A Qualitative Content Analysis of Dietary Advice and Ways of Communication

Background: YouTube is one of the most widely-used social media platforms and has become a key source of nutritional information for athletes. Both experts and nonexperts use it as an educational tool; however, videos created by nonexperts are more popular among viewers. As social media sources can influence athletes' nutritional knowledge, it is essential that reliable nutritional information reaches them. Objectives: This study aimed to identify the key nutritional information and communication methods used in popular sports nutrition videos on YouTube. Methods: A systematic search was conducted on YouTube to select videos that met the following criteria: English language, sports nutrition-related content, available audio, free access, 4-20 min in length, and classified as informational or educational. Qualitative content analysis was performed to examine video content, and formal concept analysis was applied to determine the structure of associations among communication methods, sports nutrition themes, and presenter expertise. A total of 114 YouTube videos met the inclusion criteria. Results: Four themes emerged regarding sports nutrition messages: the function of nutrition in sports, know-how, dietary strategies, and developing a dietary framework. We identified four themes in the methods used to convey these messages: language features, content delivery methods, appearing connected to the audience, and establishing credibility. The analysis revealed distinct differences in communication approaches between experts and nonexperts. Expert videos often lacked the communication techniques that nonexperts used to build trust and connect with viewers. Conclusions: This study highlighted the key sports nutrition information and the characteristics of communication features in sports nutrition YouTube videos. The differences in communication methods between experts and nonexperts underscore the need for more effective strategies from experts to engage athletes and build trust. Collaboration between experts and nonexperts could help improve the quality and credibility of online content.

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