Why Is Everyone on TikTok Suddenly Going to the Chiropractor?

Snap. Crack. Pop. These sounds, once used to sell a popular breakfast cereal, are now enticing people to visit the doctor thanks to a wave of chiropractic videos sweeping social media.

The most popular videos follow a familiar template: A patient enters with a debilitating condition. A chiropractor maneuvers the patient’s limbs and joints in horrifying ways, producing a series of snaps and crunches. And the patient is relieved of years of pain — all within a matter of minutes.

For viewers, the clips can be both cringeworthy and satisfying A.S.M.R. (Autonomous Sensory Meridian Response) content. For the chiropractors, they are valuable marketing, helping to build business.

But not everyone in the chiropractic industry is thrilled about the videos. Some doctors say they are misleading, potentially leading patients to think miracle cures are available with one pop of the spine — or even to try the procedures themselves.

Easy and free advertising for chiropractors

Alex Tubio has become a sensation in the world of medical content creation. He owns chiropractic clinics in Houston and Orange County, Calif., and sees about 100 patients a week.

Mr. Tubio says he owes all of his business to social media, which he started using in 2019 to promote his work. He has more than one million followers on TikTok, over one million subscribers on YouTube, and his appointment calendar is booked until August.