Social media influencers, YouTube & performance and image enhancing drugs: A narrative-typology

Background

The health and fitness industry has witnessed a rise of influencers on social media promoting a myriad of brands and products, including some promoting anabolic steroids and other performance and image enhancing drugs (PIEDs). It is currently unclear, however, what type of information and advice social media influencers distribute.

Aim

This study aims to examine the narratives of social media influencers who discuss PIEDs.

Method

The study identified 20 influencers specialized in PIEDs and then made a content analysis of the videos they posted on YouTube.

Findings

While we find several similarities in influencers’ narratives, we also categorize them in three distinct categories: (1) narratives primarily relying on scientific literature and discussing ‘usual’ bodybuilders’ products and doses; (2) narratives primarily relying on the influencers’ personal experience and discussing ‘usual’ bodybuilders products and doses; and (3) narratives primarily relying on the influencers’ personal experience and discussing experimental products and ‘unusual’ doses.

Recommendations

The narrative-typology should be used as a means of identifying high-risk videos on social media platforms like YouTube. Policy-makers should do more to challenge high-risk and potentially harmful discussions. Conversely, reliable discussions ought to be made more visible to ensure they are not overshadowed by flashier and riskier narratives.