Information about elective egg freezing on instagram reels: a content review

To review information about planned oocyte cryopreservation (POC) provided by social media influencers (SMIs) on Instagram Reels.

This was a review of content on Instagram Reels. The two most popular hashtags on Instagram discussing POC, #eggfreezing and #fertilitypreservation, were used to search for Instagram Reels in September 2024. A deductive summative content analysis was conducted on the selected Reels where content was mapped onto seven pre-determined themes identified as important for informed decision-making about POC in previous research.

Thirty-four Instagram Reels were included in the analysis. Most only discussed two or three of the seven themes. The 'benefits of POC' was the most frequently discussed theme (25/34) followed by 'factors that affect the likelihood of a live birth from cryopreserved oocytes' (17/34) and 'explanation of the POC process' (14/34). Less than one-third (11/34) mentioned the 'possibility of a failed cycle or needing multiple cycles' and even fewer the 'physical risks or side-effects' (5/34), 'time commitment' (5/34), and 'financial considerations' (4/34). No Reel discussed the risk of OHSS or engaged with the decisions women need to make after POC.

SMIs' Instagram Reels excessively emphasise the benefits of POC, minimise or fail to discuss the potential risks and costs, and omit information crucial for informed decision-making. Given the increasing use of POC, in conjunction with the growing prominence of paid partnerships between influencers and fertility clinics, guidelines are needed for SMIs and the platforms that they use to market POC.