Social Media and Supplements for Menopausal Symptoms: A Content Analysis

To evaluate the role of social media in promoting menopause-related supplements and assess the evidence supporting their efficacy and safety.

Observational content analysis.

Public Instagram posts using menopause-related hashtags.

A dataset of 1000 Instagram posts retrieved using 10 menopause-related hashtags.

Using a newly created Instagram account, we reviewed the top 100 posts from each of the 10 most popular menopause hashtags. Posts advertising branded oral supplements were categorized by poster type and message intent. The 20 most frequently promoted supplements were analyzed for active ingredients, monthly cost, and evidence-based efficacy. Data was collected in June 2024.

Poster background, content category, ingredient profile, product cost, and safety and efficacy data.

Of 1000 Instagram posts reviewed, 661 (66.1%) promoted branded menopause supplements. Only 18.3% were authored by credentialed clinicians, while most were posted by businesses (30.4%) or non-clinical individuals (51.3%). Among the top 20 advertised supplements, common ingredients such as black cohosh and chaste tree extract showed inconsistent evidence. Nearly half (45%) contained proprietary blends, limiting transparency. The average monthly cost was $43.49 (USD).

Menopause supplement marketing on Instagram is dominated by non-clinicians and often lacks supporting evidence or regulatory oversight. Clinicians should be aware of this online landscape and address supplement use during patient consultations.