#MomTok and Mental Health: A Quantitative Content Analysis of Perinatal Mood and Anxiety Disorder Messaging on TikTok

Perinatal mood and anxiety disorders (PMADs) are among the most common complications of childbirth, yet stigma and misinformation often hinder help-seeking. Social media platforms like TikTok, widely used by reproductive-aged individuals, have become key spaces for sharing postpartum mental health experiences. This quantitative content analysis of TikTok videos examines how PMADs are portrayed and whether messages align with the health belief model.

We identified the top 100 TikTok videos tagged with #postpartumdepression, #postpartumanxiety, and #postpartumOCD and coded them by characteristics including creator type (follower size, health care provider type, and race); content type (personal experience, secondary experience, educational/advice based); whether they mentioned PMAD symptoms, treatments, coping methods, or research; and whether they prompt help-seeking and convey confidence in people's ability to cope with PMADs. To characterize engagement, we collected information on likes, comments, saves, and followers. We examined differences in messaging and engagement by creator type. Descriptive statistics were calculated to characterize the sample, including creator demographics, video content types, and engagement metrics. We conducted χ² tests of independence and Wilcoxon rank-sum tests to examine the relationships between categorical variables and differences in engagement across binary messaging variables, respectively.

Our analysis of 292 TikTok videos revealed that personal narratives dominate, and evidence-based information and treatment resources are scarce. Threat-based messaging (e.g., emphasizing that the conditions are severe and/or could affect anyone) was common, but efficacy messaging (e.g., highlighting coping mechanisms or treatments, sharing resources) was rare. Health professionals and organizations were more likely than content creators to include efficacy content; however, content with efficacy or treatment messaging received significantly less engagement than personal narratives.

The high prevalence of threat-based content, without accompanying resources and treatment guidance, may normalize poor mental health and discourage proactive care-seeking. Public health professionals could consider working with trusted influencers to embed actionable guidance within relatable narratives.