A content analysis of #PostpartumBody videos on TikTok

It is well-established that image-focused content on social media can impact body image and well-being. Postpartum individuals may be especially susceptible to body image dissatisfaction, with pressure to “bounce back” to their pre-pregnancy shape and weight, yet there is limited understanding of the type of appearance-related content these individuals are exposed to on social media sites such as TikTok. To better characterize this content, we conducted a content analysis of TikTok videos (N = 286) using #PostpartumBody. We evaluated participant characteristics as well as the presence of positive and negative appearance-related messaging. A lack of diversity was observed among videos, with the majority being coded as White and in the “healthy” body mass index range. Fifty-one percent of the videos had themes related to positive body image, over half involved negative body image themes (e.g., glorifying weight loss), and about one-quarter of videos included both positive and negative themes. The results of this study increase our understanding of both postpartum and appearance-related TikTok videos found on social media. Aligned with the effects of other appearance-related social media content, the type of content shared under the #PostpartumBody hashtag may contribute to poorer body image and psychological health during the postpartum period. Additional research to explore the effects of viewing this content is needed.