TikTok postpartum mental health perspectives: A thematic content analysis

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.

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.

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.

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.