As the Australian government considers banning social media for children, Flinders University researchers warn that TikTok “fitspiration” videos reinforce harmful gendered body ideals and often propagate bogus health information.

A new study analyzed a sample of 200 fitspiration videos on TikTok revealing concerning trends around the portrayal of fitness ideals, the credibility of health information and the qualifications of fitness influencers.

Most videos were posted by fitness influencers, and 60% of the videos were found to present incorrect or harmful information.

The article“‘You started working out to get a flat stomach and a fat a$$’:A content analysis of fitspiration videos on TikTok,” by Samantha Pryde, Eva Kemps and Ivanka Prichard, was published in Body Image,

“Our study highlights concern about the triggering and misleading information portrayed by unqualified influencers and that we need far greater scrutiny of the TikTok fitness community,” says lead author Samantha Pryde.

“TikTok fitspiration videos often promote an idealized view of body types and there is concern that this is causing negative body image issues, especially in young women.

“The content typically showcased and promoted an ideal ‘thin’ body type, indicating that thinness is still a key driver of body issues for women that can negatively impact their physical and mental health.

” Alarmingly, we found that the majority of the videos perpetuated negative messages, including sexualization, body shaming and excessive dieting.

“As social media continues to shape perceptions of fitness and beauty, there is an urgent need for both viewers and content creators to critically evaluate the content being shared, and the qualifications of those giving their health advice,” says Pryde.

When looking at harmful themes, the study revealed that over half of the content depicting women involved sexualization (55.7 %), followed by body shaming (20 %) and eating disorder promotion (8.6 %).

“Worryingly, we found that the vast majority of influencers behind the content lacked credible health and fitness qualifications, underscoring a pervasive issue where influencer popularity overshadows the accuracy and safety of the information they provide,” says Professor Eva Kemps, a co-author on the paper.

A notable gender disparity was present in the objectification portrayed in videos where female content frequently objectified specific body parts such as their thighs and buttocks, while male videos were more prone to obscure faces, a trend not seen in earlier studies of fitspiration on other platforms like Instagram.

Male body images were, however, also objectified with the ideal body depicted as muscular and lean.

“This evolving objectification raises concerns about the impact of fitspiration on male body image as well, with increasing evidence suggesting that male viewers are similarly affected by idealized imagery,” says Professor Kemps.

“Interestingly, the analysis revealed that women’s fitspiration videos were more likely to feature a single person, while men’s videos often showed multiple participants.

“This could reflect motivational differences, with men typically exercising in a social context driven by community or competition, compared to women’s intrinsic motivations like solo self-enjoyment and well-being.”

Data shows that TikTok is a hugely influential and fast growing platform with a total of 1.5 billion monthly active users around the world, allowing people aged 13 and above to use the platform.

“Our study illustrates the need for more research and enhanced regulation regarding advertising by influencers on social media,” says Associate Professor Ivanka Prichard, an expert in body image and exercise.

“We need more collaboration with public health organizations, so that fitness influencers are encouraged to share evidence-based information that promotes healthy, realistic expectations for body image and fitness.

“In a world increasingly influenced by digital media, monitoring the impact of fitspiration content remains crucial in promoting and protecting healthier body image narratives, and fostering supportive fitness cultures,” adds Associate Professor Prichard.