Lactation Nutrition Guidance on Social Media: A Qualitative Content Analysis

With social media as an accessible, free source of information, there are concerns of misleading nutrition information while breastfeeding shared by unqualified influencers even though evidence-based lactation nutrition guidelines exist. We described lactation nutrition guidance on social media platforms and assessed the content's accuracy related to evidence-based lactation nutrition guidelines.

Data were collected from user-generated video posts on Instagram and TikTok in June 2026 according to inclusion criteria: in English, posted after 2018, >1,000 likes, <90 seconds, publicly available, original posts, and lactation nutrition guidance. Advertisements, "what I eat in a day," or weight loss posts were excluded. We used a data-led thematic analysis to identify content themes. Videos containing specific intake recommendations for nutrients were tallied and evaluated according to published diet and nutrient guidelines.

Of the 73 videos reviewed, most lactation advice came from peer accounts (i.e., parents) rather than credentialed health professionals. The theme identified among most video posts focused on galactagogues. The other themes identified in the video posts included fueling the breastfeeding parent, hydration, and milk quality. Only 10 posts provided specific nutrient recommendations, of which most were inaccurate or misleading and posted by both parents and professionals.

Breastfeeding parents are likely exposed to and seek inaccurate or misleading lactation nutrition guidance on social media. By understanding the content and narratives circulating on social media, health care providers can better guide and empower families with informed, accurate, compassionate, and timely support.