TTC on TikTok: Maven’s research on how misinformation is shaping fertility conversations

In the past few years, TikTok has cemented itself as far more than just a forum for dances and dogs — Gen Z uses it as much, if not more, than Google for information. This fits with a broader trend of people aged 18 to 35 using social media to search for health information. 

Trying to conceive (TTC), a topic that covers fertility advice, treatments, and tips, is a booming corner of TikTok. #ttc is the trying-to-conceive hashtag to which much of TikTok’s fertility-related content is attached. Top-rated TTC TikTok videos are undeniably huge: the average #ttc tagged TikTok had 14,000 likes. And while it’s providing individuals with comfort and support, it’s also rife with non-evidence-based claims. 

How does this misinformation on fertility manifest on TikTok? Maven’s research set out to find the answers.

Maven’s research into fertility misinformation on TikTok

Fertility misinformation can have a profound impact on a group of people who are vulnerable. The research team at Maven sought to understand just how prevalent fertility misinformation is on TikTok by evaluating the top 100 #ttc videos for their “scientific evidence base for strategies featured, the creator’s professional qualifications, and the potential for profit through marketing links.” Their findings were recently published in O&G Open.

The prevalence of misinformation in TTC TikTok videos

According to the research, over half (57%) of the top videos highlight strategies that do not have a scientific evidence base. In fact, only 27% of #ttc videos were made by healthcare professionals. That’s not to say that healthcare professionals are immune from spreading misinformation–18.5% of videos by healthcare professionals also contained information that lacked evidence. 

The non-evidence-based strategies to conceive that were most commonly featured suggested: 

• Taking Mucinex
• Taking dietary and probiotic supplements 
• Using progesterone to induce fertility
• Getting fertility massages
• Completely abstaining from caffeine and alcohol

These claims lack scientifically-proven evidence that they can actually impact conception. The consequences of these claims can be emotional (increased anxiety and depression because their fertility issues aren’t resolved), physical (side effects from non-FDA approved supplements or inappropriate medicinal use), and financial (costs incurred from purchasing products branded to help boost fertility). 

Misinformation and the potential to profit 

While misinformation in itself is cause for concern, many of the creators spreading fertility misinformation can profit from their videos through methods like receiving a commission on supplements they feature in the video. 

The research found that 72% of videos with the potential for direct profit featured misinformation. That means that someone could potentially profit from spreading information that lacks evidence, a dangerous misalignment of incentives.

Evidence-based TTC strategies and their limited visibility

Although misinformation on conception is abundant, there are still accessible, evidence-based approaches that are featured in some videos on TikTok. These strategies include:

• Ovulation tracking and timed intercourse
• Maintaining a healthy diet
• Using at-home insemination kits

However, there are a number of reasons why content with these suggestions have limited visibility. Only a quarter of the top videos are made by healthcare professionals, with nearly a fifth of those also containing misinformation, suggesting a major gap in the sources of credible information. 

Understanding the complexities of misinformation on social media

Misinformation is not necessarily spread with malicious intent. Nearly three-quarters of top #ttc creators are non-healthcare professionals, and many are creating content that they think will be genuinely helpful for people who have struggled as they have. Many videos analyzed contained both evidence-based and non-evidence-based information, making it even more difficult for viewers to differentiate between fact and fiction.

For experiences that are often medically complex like fertility, there is also nuance in suggested treatments that is hard to capture in short social media videos. For example, physicians often recommend limiting caffeine and alcohol for those facing fertility challenges, but many TikTok videos analyzed say to cut them out completely. 

Increasing access to trusted, evidence-based fertility information

While healthcare information on social media is currently unregulated by the federal government, many are recognizing the insidious effects of misinformation in this space. This includes the Surgeon General, who recently suggested putting warning labels on social media content. 

Until there is a reform on how information is presented across social media, those facing fertility challenges need better sources of information to consult. While they can seek support from their physicians during regular doctor’s appointments, these meetings are often too short and too infrequent to answer all the questions an individual may have about their fertility. 

Digital health has emerged as a powerful way to counteract misinformation on social media. Through platforms like Maven Clinic, individuals can access a library of content and forums—all vetted and monitored by healthcare professionals—that provides them evidence-based information and support along their fertility journey. 

Increasing access to fertility specialists beyond irregular in-person doctor’s appointments can also bring evidence-based care to the forefront. Through Maven, individuals can meet with a range of fertility specialists, including reproductive endocrinologists, fertility awareness educators, nutritionists, and fertility nurses, with appointments often available within the hour. With this level of support at their fingertips, the need to turn to social media—and its information and misinformation—lessens. 

Minimizing misinformation with Maven 

If you’re an HR leader or a healthcare decision maker, you know that your employees or plan members are looking for help with fertility, conception, and reproductive health. Incorporating access to credible content into your reproductive health strategy can help combat misinformation on social media. To do this, consider partnering with healthcare organizations that focus on reproductive health like Maven, who can offer comprehensive virtual support for your organization’s needs. 

Maven is the world’s largest virtual clinic for women and families on a mission to make healthcare work for all of us. From preconception and family building to pregnancy, postpartum, return to work, parenting, menopause and beyond, Maven’s intuitive platform connects members with healthcare professionals and clinically-vetted content, improving health outcomes and return-to-work rates and reducing costs for employers. 

To learn more about how Maven can help you support employees and members in their fertility journeys and beyond, contact our team today.