TikTok postpartum mental health perspectives: A thematic content analysis

Abstract

Objective

Postpartum depression affects 10–15% of women in the U.S. and up to 20% globally. TikTok, one of the most downloaded apps worldwide, has become an increasingly popular space for sharing health information. This study examines the tone, accuracy, and educational value of TikTok videos related to postpartum mental health (PPMH), with particular attention to narrator type, use of citations, and representation of psychiatric conditions.

Methods

A cross-sectional analysis was conducted on 80 unique TikTok videos gathered using PPMH-related hashtags from new, unbiased accounts. Videos were coded using a structured qualitative and quantitative codebook. Three independent coders categorized the content by narrator type, presence of anecdotal or educational content, mention of other diagnoses, and citation of peer-reviewed literature. Engagement metrics were also recorded.

Results

The 80 videos, created by 68 accounts, averaged 884,960 views, 74,420 likes, and 1201 comments per video. Narration was primarily by postpartum individuals (64%). Anecdotal storytelling dominated (78%), and 66% of videos were labeled as educational. However, only 2% cited any academic or peer-reviewed sources. Anxiety was the most frequently mentioned coexisting diagnosis (33%), followed by trauma. A small number of videos referenced suicide, often with coded spelling. Reaction and “stitched” videos were common and often used to validate shared experiences. Videos with more robust provider presence or structured information had higher engagement rates.

Conclusion

TikTok is a powerful platform for PPMH conversations but is dominated by personal narratives and lacks consistent citation of reliable sources. Early findings point to high engagement but limited accuracy. There is an opportunity for healthcare professionals to contribute evidence-based content to better support and inform postpartum audiences.

Introduction

Maternal postpartum depression (PPD) is a significant mental health concern affecting approximately 10–15% of women in the United States and up to 20% of women in low- to middle-income countries, with these figures likely underestimating the true prevalence due to inadequate screening and barriers to care.^1–3 Postpartum depression is similar to major depressive disorder but specifically occurs during pregnancy or within four weeks after delivery. ¹ It's essential to distinguish PPD from the “baby blues,” a common and transient emotional experience characterized by feelings of sadness and uncertainty that can arise as mothers adjust to their new roles. While the baby blues typically resolve within two weeks and do not significantly disrupt daily functioning, they can still affect mothers during a critical transition. ⁴

Preexisting trends in PPD rates have been exacerbated by the COVID-19 pandemic, with studies indicating an increase of 5.0% in diagnoses compared to what would have been expected without the pandemic's impact. ⁵ This underscores the urgent need for expectant mothers to be well-informed about the signs, symptoms, and treatment options for PPD and other mental health disorders. Social media can serve as a powerful tool for disseminating this critical information.

Since the term “social media” was first coined in 2004, platforms have become pivotal in sharing ideas, insights, and personal experiences with a global audience. ⁶ TikTok, a rapidly growing platform for short-form videos ranging from 15 s to 10 min, has emerged as one of the most downloaded social media applications, boasting 80.9 million downloads in the U.S. in 2023 and over 3 billion installations worldwide as of mid-2021.^7,8 It is particularly popular among young adults, with 56% of U.S. users aged 18–34. ⁹ While TikTok offers a diverse range of content—including health-related information—it is crucial to approach this information critically, as not all shared facts are accurate or well-sourced.^10–12 Nevertheless, the platform holds remarkable potential for educating millions of individuals of reproductive age about their health, given its engaging format and broad reach. ⁶

The intersection of social media, PPD, and pregnancy has received moderate scholarly attention, revealing both opportunities and challenges. For example, one study analyzed pregnancy-related content on Instagram, finding that many posts focused on body image could inadvertently contribute to stigma and low mood. ¹³ Another study from Korea reported that 72.85% of pregnant women turned to social media for guidance on various pregnancy-related topics, from symptoms to postpartum care. ¹⁴ While some research has explored TikTok's role, it has often focused narrowly on the “fitspo” culture—promoting rapid returns to prepregnancy bodies—while neglecting critical aspects of postpartum mental health (PPMH). ¹⁵

Research on health information available on TikTok has spanned multiple medical domains, including gynecology, otolaryngology, and plastic surgery.^16–19 These health-related videos, produced by individuals with diverse educational backgrounds, have reached millions and sparked extensive engagement through hundreds of thousands of comments. Given that the majority of TikTok users in the U.S. are young adults ⁹ and approximately 61% of all users are female, ²⁰ this platform serves as an ideal medium for raising awareness and educating expectant parents about PPD and related mental health disorders that may arise during the perinatal period.

This area of research is not only timely but it is essential. The mental health of new mothers significantly impacts their well-being and that of their families, yet stigma surrounding mental health can inhibit open conversations and seeking help. By harnessing the power of platforms like TikTok, we have an unprecedented opportunity to disseminate accurate, relatable, and engaging information about PPD. This study represents a novel cross-sectional analysis aimed at illuminating the types of PPMH information available on TikTok and examining consumption patterns. The insights gained can inform future strategies to disseminate helpful and factual information about PPMH, fostering a supportive community for new mothers and improving overall maternal mental health outcomes.

Methods

Study design and aim

This cross-sectional content analysis was conducted to evaluate how PPMH is represented on the social media platform TikTok. The primary aim was to characterize the themes, accuracy, and engagement metrics of widely viewed TikTok videos related to PPMH, with particular attention to PPD. Secondary aims included identifying the types of narrators, the presence of evidence-based information, and the frequency of other psychiatric conditions discussed (e.g., anxiety, bipolar disorder, postpartum psychosis).

Sample selection

To mitigate potential biases arising from the unique digital footprints of the research team, new TikTok accounts were created specifically for this study. To minimize algorithmic bias, three new TikTok profiles were created using new email addresses with no links to prior accounts. Each profile was set to reflect the intended audience, with female gender, age 27 (the average age of reproduction in the United States), and Fort Worth, Texas, selected as the geographical location. A comprehensive list of search terms was collaboratively established by the coauthors to effectively capture relevant content. The selected terms included: #postpartumdepression, #babyblues, #ppd, and #4thtrimester. Across the three mock profiles, approximately 25% of the videos retrieved under each hashtag were identical, suggesting a modest level of overlap in TikTok's recommendation algorithm. Three independent researchers (A.H., L.E., and S.E.O.) systematically recorded the links to the first 15 videos that appeared for each of these search terms, utilizing TikTok's default “relevant” setting to best replicate a user experience. To maintain the cross-sectional nature of this analysis, video collection occurred over a one-week period, from 5 February 2024 to 11 February 2024. During this timeframe, key video metrics—including likes, comments, views, followers, and account names—were documented. All duplicate videos were excluded from the analysis, resulting in a final sample of 80 videos related to PPD. All social media content included in this study was publicly available at the time of data collection and did not require individual consent for use. The content obtained from TikTok was accessed in accordance with the respective platform's terms of service.

Data collection

A detailed codebook (Supplemental Table 1) was created to meticulously outline the themes analyzed through qualitative coding. Themes were developed using an inductive content analysis approach. The research team first conducted a preliminary review of 50 randomly selected videos to generate initial codes. These codes were refined through iterative discussions and informed by existing literature on PPMH communication. Final themes were agreed upon by group consensus. Three researchers (A.H., L.E., and E.B.) conducted independent deductive coding of the video sample based on the predetermined themes outlined in the codebook. Some themes employed binary coding to identify the presence or absence of specific elements, including: advertising, educational content, provision of mental health resources, discussion of suicide, use of scientific sources and citations, coded language in titles or captions, mentions of medications or supplements, the role of the narrator (e.g., anecdotal), responses or stitches to other videos, and references to birth or pregnancy trauma. Other themes necessitated qualitative input, such as the type of PPD-related terminology used, the identity of the narrator (e.g., medical doctor, mother, nurse practitioner, nursing student), diagnoses mentioned (e.g., bipolar disorder, anxiety, depression), medications and/or supplements discussed, and any details pertaining to trauma experienced during pregnancy and childbirth (e.g., posttraumatic stress disorder resulting from an unplanned cesarean section). Coders discussed discrepancies until consensus was reached, but inter-rater reliability was not formally quantified.

Statistical analysis

Descriptive statistics were applied to the data obtained from the mixed-methods thematic coding analysis. The number of videos demonstrating binary themes, as well as those featuring qualitative themes, was tallied, and percentages of the total were calculated. Metrics were summarized using mean values and standard deviations. Key terms identified through qualitative analysis were also aggregated to provide a quantitative overview of their prevalence. Coders documented quotations from several videos that exemplified the primary themes revealed in the analysis.

Results

Overview

A total of 80 videos from 68 unique TikTok accounts were analyzed. On average, videos received 74,420 likes (Standard Deviation = 196,005), 1201 comments (SD = 2763), and 884,960 views (SD = 1,948,299). The mean follower count per account was 313,995 (SD = 71,646). Thematic analysis revealed that content was predominantly personal in nature, with limited evidence-based information. Figure 1 illustrates the skewed distribution of TikTok content authorship in this project. Mothers served as narrators in 83.75% of the analyzed videos, whereas doctors and other healthcare professionals each accounted for only 6.25%.

Figure 1.

Quantitative analysis of TikTok narration.

Personal narratives

Personal anecdotes accounted for 78% (n = 62) of videos. These narratives, primarily shared by postpartum mothers (64%, n = 67), described challenges such as depressive symptoms, anxiety, and feelings of isolation. For example, one creator described, “clenched jaw, panicky feeling in your chest, crying every time you look at your baby, dreading the nights, scared of being alone with your baby, and feeling panicky when people come over.” Another noted, “Everyday is so different and there are so many beautiful moments even on the hard days.” Many included advice based on lived experience (65%, n = 52). Engagement was highest within this category, with anecdotal videos frequently drawing large numbers of likes and comments. Examples of advice based off of personal experience included: “Shower every day, accept help, do not step on the scale or focus on losing weight, go outside for at least five minutes every day, and be conscious about being in the moment rather than on other things like work,” and “I did talk to people a lot, including midwives, my husband, and people on TikTok. By day 10, I felt much better.”

Educational content

Two-thirds of the videos (66%, n = 53) were categorized as educational, either based on coder assessment or the presence of the hashtag “education,” and focused on PPMH. One caption stated, “Intrusive thoughts are common postpartum but may indicate developing PPMH concerns that need evaluation and treatment. There is no shame, we are here to help.” However, only one video (2% of educational content) cited peer-reviewed literature, highlighting a substantial lack of evidence-based references. Physicians and other healthcare professionals accounted for just 6% (n = 5) of narrators, and therapists for 3% (n = 2).

Psychiatric conditions beyond PPD

While PPD terminology was most common, 33% (n = 26) of videos addressed other psychiatric conditions. Anxiety was most frequently mentioned (25%, n = 20), followed by bipolar disorder (3%, n = 2), obsessive-compulsive disorder (3%, n = 2), postpartum rage (3%, n = 2), and psychosis (3%, n = 2). Suicidal ideation was mentioned in 5% (n = 4) of videos. In one video, a creator shared, “I no longer have thoughts of self-harm thanks [to] inpatient hospitalization, medication, therapy, and more childcare support. If you’re struggling with intrusive thoughts, please reach out for help. Both you and your baby's life could be depending on it.”

Terminology

The term “postpartum depression” was most frequently used (45%, n = 36), followed by “PPD” (29%, n = 23), “baby blues” (24%, n = 19), “fourth trimester” (9%, n = 7), “postpartum blues” (8%, n = 6), and “postpartum mental health” (8%, n = 6).

Medications, supplements, and resources

Discussion of treatment options was limited. Only 5% (n = 4) of videos referred to an unspecified medication, and 3% (n = 2) mentioned antidepressants. One video (1%) referenced folic acid, not as a treatment, but by suggesting that folic acid causes PPD, stating it was “essentially responsible for postpartum depression, not the spike and fall of hormones.” This claim was made without evidence. Mental health resources were cited in 18% (n = 14) of videos, and notably, none of the videos functioned as advertisements for products or services.

Discussion

This study builds on the exciting developments in social media medical education research by being the first to explore the presence of PPMH content on TikTok, a popular video-sharing platform. As a cross-sectional thematic content analysis, this research provides a comprehensive overview of how PPD is currently represented on TikTok and highlights the myriad opportunities for utilizing the platform. This includes educational content from healthcare professionals (e.g., MDs, PAs, NPs) and mental health professionals (e.g., psychologists), offering source-based factual information and increasing overall awareness of these disorders.

The World Health Organization recognizes maternal mental health as a global health priority. ²¹ However, the focus of maternal healthcare has historically been on physical well-being to mitigate predictable complications such as Group B Streptococcal infection, human immunodeficiency virus, congenital infection syndromes, gestational diabetes, and hypertension. It is estimated that 10% of pregnant individuals and 13% of new mothers experience an undiagnosed mental health disorder. ²¹

Emerging research indicates that women are increasingly seeking information about PPMH outcomes, with algorithms on platforms like TikTok catering to pregnant and postpartum audiences. For instance, a study demonstrated that the prevalence of fear of birth and depressive symptoms is influenced by pain management during childbirth and the quality of interactions between women and healthcare providers. The prevalence of fear of birth and depressive symptoms among postnatal women was found to be 13.1% and 17.1%, respectively. ²²

While patient experiences with PPD offer valuable insights, the reliance on individual stories rather than evidence-based information highlights a critical gap in the availability of scientifically validated content. The fact that only 2% of educational videos cited sources underscores a significant shortfall in the dissemination of factual information. Given the widespread use of TikTok among this population, it is crucial to address how this content impacts viewers’ understanding and management of PPD. This underscores the need for more rigorous content validation and the increased production of reliable health-related information.

The implications of these findings extend beyond TikTok, reflecting a broader trend in digital health communication where personal experiences often overshadow expert advice. The lack of mental health resources in the analyzed videos suggests that users may struggle to find trustworthy support online. This is particularly relevant for health professionals and mental health practitioners, as it emphasizes the importance of engaging with social media platforms to provide accurate, evidence-based information and counter misinformation. By doing so, professionals can help bridge the gap between personal experiences and clinical advice, ensuring that users have access to both empathetic support and reliable resources.

This study possesses several notable strengths, including being the first to evaluate both the quality and quantity of PPMH content on TikTok. Data were gathered directly from the platform's user interface, reflecting a genuine portrayal of user interactions. Additionally, data collection and analysis were conducted by independent researchers, which mitigate the risk of coder bias and misinterpretation. However, the study also has limitations worth considering. For example, the use of a limited set of search terms may have excluded post or peripartum content that utilized different hashtags. Another limitation to consider is the role of TikTok's recommendation algorithm. Content in this study was restricted to the first 15 videos suggested under each hashtag, which reflects user experience but not necessarily the full breadth of available material. The algorithm prioritizes engagement rather than accuracy, credibility of the narrator, or quality of information. As a result, videos that may reference medical evidence or provide high-quality resources are less likely to reach users compared to highly engaging anecdotal content. This highlights the importance of developing strategies to optimize both the quality and the reach of accurate health information, whether through improving the production and engagement value of professional content or by advocating for platform-level changes that prioritize evidence-based resources. Regulatory approaches, such as certification systems or models similar to “YouTube Health,” may also represent promising avenues to ensure reliable maternal mental health content reaches the populations who need it most. Furthermore, TikTok's dynamic nature and evolving trends could yield divergent findings if the study were replicated in the future.

Lastly, this descriptive analysis did not formally evaluate the accuracy of PPMH content on TikTok. We observed that many videos accurately described common symptoms of PPD and encouraged appropriate care-seeking, but some promoted interventions such as dietary supplements for mood improvement without credible evidence. These findings suggest that while TikTok can provide supportive peer-to-peer narratives, it also has the potential to expose new mothers to unreliable advice. This underscores the need for future research to systematically assess accuracy and for healthcare professionals to engage in digital spaces to provide evidence-based information.

Future research should evaluate the accuracy of information being shared and examine the impact of integrating expert knowledge into social media content on user understanding and behavior. By focusing on these areas, future public health interventions can develop strategies to improve the quality of digital health information and enhance the overall support available for individuals experiencing postpartum-related mental health disorders.

Conclusion

This study highlights both the potential and the challenges of TikTok as a source of PPMH information. The platform allows mothers to share personal experiences and find community, yet the heavy focus on anecdotes rather than evidence-based guidance shows a clear need for greater professional presence. As social media increasingly shapes how new mothers understand and manage mental health, healthcare professionals have an important opportunity to take part in these conversations. By offering content that is compassionate, accurate, and easy to understand, clinicians and educators can help ensure that the information reaching new mothers is both relatable and reliable. Building this bridge between personal experience and scientific knowledge is key to improving support for PPMH in today's digital world.

Supplemental Material

sj-docx-1-dhj-10.1177_20552076251404501 - Supplemental material for TikTok postpartum mental health perspectives: A thematic content analysis

Supplemental material, sj-docx-1-dhj-10.1177_20552076251404501 for TikTok postpartum mental health perspectives: A thematic content analysis by Emma Butler, Lucy Eletel, Alison Hodge, Sofia Eva Olsson and Melanie Lagomichos in DIGITAL HEALTH