Moms Are Getting Health Advice From Social Media. Is That Okay?

Whether you’re looking for baby sleep training advice, some new workout motivation, or tips on how to get your kid to eat more greens, there’s an influencer on TikTok, Instagram or YouTube who seems to have the answer.

According to a recent analysis published by the Pew Research Center in the U.S., half of adults under 50 are now getting the bulk of their health and wellness information from social media and podcasts, and the Canadian health experts we talked to aren’t surprised by this statistic. “I’d say the numbers are even higher,” says Dr. Meena Natarajan, a family physician with the Weeneebayko Health Authority in northern Ontario. “Most patients tell me about things they read on TikTok or heard about on Instagram.”

While people of all ages and genders are turning to their feeds for information, women and mothers may be particularly susceptible to the allure of easy advice online. “I think women’s health is a vulnerable area for this,” says Dr. Lynn Murphy-Kaulbeck, an ob/gyn and president of The Society of Obstetricians and Gynaecologists of Canada. “There’s a barrier to women and girls accessing proper care, and if they can’t get in to see a healthcare provider, they are going to go looking for information and support—that’s a failure of the health care system,” she says.

What kinds of health info are moms looking for on social media?

A small portion of respondents in the Pew Research Center study said they turn to influencers for information about topics that feel taboo or particularly embarrassing. This could include everything from sexual health in pregnancy to postpartum bowel issues. “It is understandable that the anonymity of a screen is comforting,” says Dr. Monica Li, a leading cosmetic and medical dermatologist with Skin MD in Vancouver. “Turning to social media feels like a low-stakes, judgement-free space where one can look for answers without needing to verbalize concerns to a real person. It is much easier to look at a 60-second video about a sensitive health matter than to look in the eye of a doctor and explain it,” she says.

In general, Dr. Natarajan frequently hears from her patients that they are primarily searching for fitness tips and nutrition advice on social media, as well as support for a disease or disorder diagnosis like diabetes or depression. During the fall and winter months, patients also sit down with questions and concerns about immunizations, often stemming from misinformation they’ve picked up online. “Anytime we talk about flu season, vaccine questions are huge, of course,” she says.

How much of the information on social media is accurate?

While survey respondents said the information they get from influencers is similar to what they get from their health care providers, not everything shared on social media is accurate. We know that vaccine safety information has been susceptible to disinformation online, but it’s not the only type of health misinformation to go dangerously viral.

“I would say the Tylenol debate was the absolute poster child for how misinformation can harm women,” says Dr. Murphy-Kaulbeck. Last fall, U.S. President Donald Trump and Health Secretary Robert F. Kennedy Jr. promoted unsupported warnings about its use in pregnancy, suggesting it may be associated with autism spectrum disorder and ADHD, causing widespread panic among pregnant women and a wave of social media posts. Health Canada, the SOGC, and other Canadian health and medical organizations strongly refuted these claims. Acetaminophen, also sold under the brand Tylenol, is one of the few analgesics that is safe to take during pregnancy, which is why it is medically recommended as a first-line option for fever and pain.

Similarly, a few summers ago, a TikToker revived a myth that sunscreen causes cancer, kicking off a worrying trend of influencers spreading misinformation about sunblock. Meanwhile, the Canadian Dermatology Association officially supports the use of sunscreen as a safe and effective way to provide protection from harmful UV rays; there is no solid research to support the notion that it causes harm. “I get questions like this every day from patients that result from seeing information online,” says Dr. Li. “I’m actually really glad when this happens because it gives me the opportunity to clarify, debunk, or provide context,” she says.

Are wellness influencers experts?

It's estimated that fewer than one in five wellness influencers with vast reach is also a medical professional, like a doctor or psychologist, and many describe themselves simply as coaches, entrepreneurs, or parents. Still, about half of those who follow these wellness super influencers say content creators have helped them better understand how to be healthy. “That’s a huge problem because there is an increased risk of misinformation and disinformation, and there are no checks and balances, so anyone can go on and say anything,” says Dr. Murphy-Kaulbeck. Many wellness content creators cherry-pick studies, misinterpret findings, and incorrectly cite data to back up their personal experiences as facts, she says.

Influencers frequently post from a perspective of personal experience, especially when it comes to parenting, and there’s nothing inherently wrong with that. It lends authenticity to their information and allows them to connect with others online. Often, the validation that comes with shared experience is comforting, and followers find valuable tips and tricks on everything from pregnancy skincare to baby sleep training, from parents who’ve been there.

“All of that is valid,” says Dr. Natarajan. If you are looking for a support network or hands-on experience, as opposed to medical knowledge, sometimes community groups can offer the best information. In the parenting space, if you are seeking pregnancy symptom support or advice as a new parent, online mom-led groups can be invaluable. “They’re not necessarily medically trained, but if their information is free of bias, valid, and clear, and if they are not pushing an agenda, those are things that are important to see,” she says.

“Where it becomes dangerous is if the person who is providing information makes it sound like it is the only path, because then they are proselytizing, not being informative,” says Dr. Natarajan. If an influencer you follow is running counter to the advice of respected medical bodies, such as the Canadian Paediatric Society, or selling you a product, those are red flags.

And, unfortunately, it’s up to the bleary-eyed mom scrolling her phone in the middle of the night while feeding a baby to discern whether the advice the algorithm is feeding her is trustworthy. (The Pew survey found that two-thirds of people just come across wellness information, as opposed to seeking it out.) “You have to distinguish what’s actual knowledge and expertise from popularity,” says Dr. Murphy-Kaulbeck. But even legitimate experts can share information that isn’t right for your unique situation.

When considering the legitimacy of a TikTok video or Instagram post, it’s also important to ask yourself if a particular influencer is the right resource for the health or wellness issue you are navigating—even if the creator is a physician, nurse, pharmacist, or registered dietitian. “Just because someone is an expert doesn’t mean the information they are giving is the most accurate or the best information for you,” says Dr. Natarajan.

How do I tell if a wellness influencer knows what they’re talking about?

• In general, to do your due diligence, start by checking out their bio. Do they have accredited education or training in the area they are discussing? What do they do for a living? Do they have valuable life experience?
• It’s important not to follow a major health claim or piece of advice without doing your own fact-checking.
• Cross-reference social media claims with trusted, peer-reviewed public health resources such as Cleveland Clinic Canada, Canada Public Health, and recognized professional medical societies like The Society of Obstetricians and Gynaecologists of Canda.
• And, of course, talk to your health care team.

“Physicians, nurse practitioners, pharmacists, and all health professionals are happy that patients want to take command of their health—they should,” says Dr. Natarajan. “We just want to make sure that the journey is taken together so we can help you to understand the information and put it in context, because not every person’s patient experience is the same.”

Experts

• Dr. Meena Natarajan is a family physician with the Weeneebayko Health Authority in northern Ontario.
• Dr. Lynn Murphy-Kaulbeck is an ob/gyn and the president of The Society of Obstetricians and Gynaecologists of Canada.
• Dr. Monica Li is a leading cosmetic and medical dermatologist with Skin MD in Vancouver.