The effect of viewing #whatieatinaday TikTok videos with and without calories on body-related shame, guilt, envy, and intentions to diet in young women

Exposure to calorie labels on restaurant menus has been linked to negative body image outcomes in young adults (e.g., shame, guilt). Young adults may also be exposed to calorie information when viewing TikTok content such as what I eat in a day (WIEIAD) videos. The purpose of the present study was to examine the effects of viewing WIEIAD TikTok videos (with and without calories) on body-related shame, guilt and envy, and intentions to change diet in young women. We also examined indirect effects of upward appearance comparisons and moderating effects of self-compassion. Participants were young women [N = 335, Mage =25 years (SD = 3.24)] recruited for a study titled “social media use, self-perceptions and mood” (cover story) through Cloud Research Connect. Participants were randomly assigned to view a series of a) WIEIAD videos with calories, b) WIEIAD videos without calories or c) travel videos (control). Participants who viewed WIEIAD videos (with or without calories) reported higher body-related envy and intentions to diet than participants who viewed travel videos. No differences were reported between participants who viewed WIEIAD videos with or without calories. Appearance comparisons mediated the relationship between WIEIAD videos and body-related shame, guilt, envy, and intentions to change diet, however self-compassion did not moderate any relationships. Researchers should investigate ways to mitigate upward social comparisons elicited by viewing WIEIAD content.