(PS14-25) Mixed Messaging: An Exploratory Content Analysis of #postpartumbody Tiktok

It is well-established that social media content can affect body image, especially via image-focused platforms. Recent research has turned its attention to TikTok, an app that has rapidly grown in popularity and often serves as a source of mental health information for users, including during the postpartum period. The postpartum is a critical time for health, and body image is often at a low point following birth, increasing risk for disordered eating. To date, no study has examined posts related to postpartum body image on TikTok. In the present study, the authors conducted a content analysis of TikTok videos regarding body image in the postpartum, using the #PostpartumBody hashtag. The aim of the study was to explore what type of body image messaging (positive or negative) is present with regard to the postpartum on TikTok.

A codebook was adapted from existing body image content analyses (e.g., Harriger et al., 2023) to increase its relevance to the postpartum. Two research assistants were trained by the lead author to code the videos, achieving a high level of interrater reliability before coding the final sample of videos. Three hundred of the most popular videos using #PostpartumBody were extracted from TikTok and divided among the coders. Videos were coded for subject characteristics and appearance-related themes.

Of the final set of videos (N = 286), the subjects appeared to be primarily White (57.7%), below 30 years of age (56.7%), and in the “normal” BMI range (76.2%). Many videos (51%) included positive body image themes (e.g., body attunement and appreciation), while 35.7% positively portrayed or encouraged weight loss.

Results of this exploratory content analysis demonstrate posts on TikTok regarding the postpartum body include both positive and negative appearance-related themes. This mixed messaging likely reflects the difficulty of navigating a changed postpartum body: celebrating what the body has done while also being expected to “bounce back” to their pre-pregnancy body.

Clinicians working with the perinatal population should be aware of the social media content their clients are consuming prior to, during, or as a supplement for seeking psychological services, as the information likely shapes their worldview and may contribute to distorted thinking. This is especially salient for individuals with barriers to health care who may substitute guidance from a licensed professional with online health content. Future research is warranted to better understand the impacts of being exposed to mixed body image messaging in the postpartum and, given that CBT interventions for body image often include a discussion about navigating media content, to know how to incorporate this knowledge into clinical care to enhance health in the postpartum.