Stretching the Truth: Analyzing Pregnancy Stretch Mark Recommendations on Social Media

Background Striae gravidarum (SG) is a common outcome of pregnancy, often leading to psychosocial distress. TikTok has become a popular source for SG prevention and treatment advice, but the scientific validity of this content remains unclear. Methods A cross-sectional analysis of the 100 most-liked TikTok videos on pregnancy stretch marks was performed. Data on engagement, content source, focus, and SG management recommendations were collected. Results The majority of the TikTok videos in the study featured personal anecdotes from social media influencers. Oil mixtures and cocoa butter were frequently recommended for SG prevention despite lacking efficacy. For existing SG, retinoids were the most mentioned treatment. Overall, non-evidence-based approaches dominated both the prevention and treatment recommendations in these videos. Conclusion Most SG-related TikTok content lacks a scientific basis, which may contribute to the spread of misinformation. There is a need for further research on SG, and healthcare professionals should prioritize promoting accurate, evidence-based content on social media to improve understanding and management of SG.