Abstract:
This paper discusses how the emergence of health and fitness influencers on the social media platform TikTok have negatively contributed to the spread of misinformation within online communities. Although this is not a new issue within the world of social media, it does however pose as a pressing issue as unsubstantiated claims and misleading content is put out by unqualified influencers which younger, more vulnerable audiences are consuming and believing. Through my studies I have found that TikTok’s affordances and the highly effective algorithm has in fact exacerbated the spread of misinformation. As well as this, health and fitness influencers are building up large, loyal followings, where a sense of trust and credibility is being conveyed to their online communities which is causing younger audiences to become heavily influenced by their views, beliefs and opinions regarding diet and exercise habits. Consequently, these impressionable audiences are subconsciously becoming exposed to toxic diet and exercise culture, resulting in the increased risk of developing disordered eating habits and body image issues.
Key Terms: Social Media, TikTok, Health and Fitness, Influencer, Community, Misinformation, Fitspo.
Introduction:
Have you ever caught yourself (either consciously or subconsciously) comparing what you’re eating or how you’re exercising to that of a #Fitspo TikTok influencer only wishing you had their toned stomach or their seemingly perfect, cellulite-free legs? Well, you’re not alone. The sad reality is that approximately 90% of women critically analyze and compare their bodies to often highly edited images posted on various social media platforms (King University, 2019). Over the last few years, social media platform TikTok has gained massive traction within the health and fitness industry with roughly 1 billion active annual users in the year of 2021 alone (Iqbal, 2022). The application relies entirely on user generated content where individuals create, distribute, and consume content that has the ability to reach large scale mass audiences interested in a particular topic or industry. Therefore, it is no surprise that TikTok has fostered a culture of creating knowledge communities within the platform, which is apparent within the health and fitness space, known as the ‘Fitspo’ community (Pritchard et all, 2020). Self-proclaimed health influencers entertain online identities that promote this notion of body positivity through various diet and exercise programs/regimes and ways of living. However, with a majority of the information shared to these platforms being opinion-based beliefs drawn from personal experience rather than from an educated and professionally qualified perspective, this results in the spread of misleading and factually incorrect information circulating within these online communities (Infurna, 2021). This is a significant issue when such information is presented to highly vulnerable and impressionable younger audiences who are the group most at risk in developing extremely damaging habits and belief systems regarding nutrition and exercise (Vaterlaus et al, 2015, p.152). This paper will explore the impact health and fitness influences on TikTok have on their followers and the role they play in spreading misinformation to vulnerable audiences within their communities and how this in turn, has led to the development of serious health problems.
TikTok is yet another social media platform which gives users an outlet to create, consume and distribute user generate content of all types ranging from fashion hauls, daily vlogs, finance tips, business ideas, the list goes on. The platform creates echo chambers as individuals interact, connect with and form communities of like-minded people within one platform. Echo chambers are “situations in which beliefs are amplified or reinforced by communication and repetition inside a closed system” and they can quickly turn into dangerous spaces as individuals fail to hear messages that challenge their views/beliefs (Carson, 2021, p.9). This is apparent in ‘FitTok’ (fitness side of TikTok) where #Fitspo influencers share health and fitness related content including workout routines/programs, form tips, healthy meal ideas as well as information regarding macros and calories. The world of nutrition and exercise can be confusing and complicated to even the most experienced practitioners with many individuals not having the time and/or money to invest in a personal trainer or nutrition coach. Many look to these self-proclaimed, often unqualified health and fitness influencers for advice and guidance. This has been the case, particularly over the last few years as Covid-19 brought about lockdowns, gym closures and individuals working from home. This change to the structure of the health and fitness industry saw the market for ‘online’ health/nutrition content creation skyrocket (Ananthakrishnan et al, 2020). Countless health and fitness influencers have, over the past two years, built up large, loyal followings and have gained significant recognition within the FitTok #Fitspo community despite having no or minimal qualifications in the area (Yang and Zilberg, 2020, p.4). Over time, influencers build an emotional and friendship-like trust within their followers (particularly within younger audiences) which leads their followers into believing the information they are consuming from these influencers is accurate, credible and reliable (Delbaere, Michaeel and Phillips, 2020, p.101). What these younger, more vulnerable audiences fail to recognize is the fact that most of these influencers are in fact unqualified (despite the “fitness coach” or “nutritionist” title bolded in their bio) and therefore are, in many instances, actively spreading disproven health/nutrition claims that fail to be backed up by credible industry-based research and data (Lofft, 2020, p.56).
Additionally, the affordances of TikTok further contribute to and enhance the spread of inaccurate and unreliable information put out by influencers within the platform. TikTok is known for its complex yet highly accurate algorithm which is characterized by “content-based interactions that largely depend on individually customized video feeds curated by the apps recommendation algorithm” (Klug et al, 2021, p.84). In short this means TikTok feeds are personally curated due to the algorithm being so highly selective in which content gets shown to which user group based on their interests, subject matter and/or user activity (Worb, 2020). This results in the formation of echo chambers and the issue of information silos is introduced whereby users are shown one side of a particular narrative/viewpoint without being presented with various counterarguments, opinions or beliefs (Lofft, 2020, p.59). Audiences who actively pursue weight loss related content are presented with a wide range of different fad diets and cleanses that are promoted and endorsed by health influencers on TikTok, claiming to have been the ‘secret’ to their miracle weight loss. Desperate or vulnerable audiences who are being exposed to this factually incorrect information fail to be shown the appropriate information from credible professionals which, in turn, would allow them to effectively challenge their beliefs regarding diet and exercise which have been so heavily influenced and pushed by health influencers on TikTok (Carson, 2021, p.9). This can become highly toxic and potentially dangerous if the algorithm continues to recommend content that is more and more extreme (e.g. extremely restrictive diet habits) as a user continues to show interest in one particular side (Carson, 2021, p.9).
Influencers act as role models and therefore have a significant level of influence, power and hold over these younger audiences (Vasconelos, 2019). When an influencer mentions a particular diet that worked for them or a food group they cut out (healthy or not, whether they are qualified or not or have any knowledge of nutrition of fitness at all) vulnerable audiences are following in their footsteps and are actively taking this advice/recommendation onboard (Vasconelos, 2019, p.33). In fact, Lofft (2020) highlights how the increased and ongoing exposure to unsubstantiated claims significantly increases the audiences’ chances of believing it which is known as the ‘mere exposure effect’. Consequentially, this spread of misinformation which is exacerbated by echo chambers and information silos in TikTok results in vulnerable audiences developing highly skewed and damaging perceptions about what is ‘healthy’ and what isn’t. TikTok and other social media including Instagram and Facebook have not (to date) been held to account in ensuring that information that is shared within their platforms is factually correct before being published to millions of users located within these platforms.
TikTok has opened a door full of opportunities for influencers to reach, target and engage with larger audiences within their niche. TikTok’s algorithm as opposed to that of Instagram or Twitter makes growing an audience through viral videos easier than ever before with some users ‘accidentally’ going viral (or starting a viral trend) from an overnight one hit wonder (Monaghan, 2021). However, virtually anyone can publicly publish content to millions of people no matter the accuracy, legitimacy and accountability of the information itself or qualifications they claim to have (Wang et al, 2019, p.2).
A key feature assisting user virality on TikTok is the ‘For You’ page (FYP) which suggests new and highly tailored content to users based off popularity and their user profile (who they follow, what type of content the interact with, etc) (Worb, 2020). This feature however is enhancing the spread of misinformation further, as posts that gain higher engagement rates through likes, comments, views and shares, results in the post featuring on more users For You pages (Buchanan, 2020, p.1). For those within the #Fitspo community, “what I eat in a day” videos dominate the space. Although these videos are posted with good intentions and with the purpose to provide meal inspiration or recipe ideas, it can also be highly toxic and damaging when presented to vulnerable individuals who are struggling with negative mindsets/habits around eating, such as those with diagnosed eating disorders or are in eating disorder recovery. Thousands of these “what I eat in a day” videos promote fad diets or show restrictive eating habits such as juice cleanses, no carb diets, restrictive calorie counting, etc. As well as this, many of these health influencers have the idolized body type (tall, lean with ab definition) which younger generations desire to have. As a result, these audiences are seeing these posts about how/what they eat (and cut out) and think that in order to look like them and achieve this dream physique, they must adopt the same eating habits. This is a significant and pressing issue as the majority of these influencers are unqualified and instead are spreading this information based on their own personal experience and what has worked for them. What these younger audiences fail to recognise is that personal experience is a highly untrustworthy source of evidence as it is extremely susceptible to cognitive bias and every body type is different (age, weight, activity level, ect) meaning what works for someone won’t necessarily work for everyone else (Glofox, 2020).
A report published by Statista Research Department (2021) investigated the distribution of TikTok users in the US by age group and found that roughly 25% of active users were aged between 10-19 years and just over 22% were aged between 20-29. This is concerning as Veterlaus et al (2015) highlight in their studies that it is younger audiences within this age range which are most at risk of developing poor relationships, mindsets and habits regarding health and nutrition. In fact, a study conducted by Pilgrim and Bohnet-Joschko (2015) concluded that these younger audiences actively seek and engage with health-related content which is shared by influencers through various social media platforms such as TikTok. This is a significant issue as even though many of these health influencers don’t hold any relevant qualifications (such as a nutrition or dietetics degree), they are still regarded as knowledgeable sources of information due to their large follower count and recognition they’ve received (from viral posts) within the platform (Vasconelos, 2019, p.2). As well as this, many health influencers have highly admirable and sought-after body composition where it is easy for younger audiences to look at this and form the perception of ‘they must know what they are doing’. Thus, when influencers within TikTok’s #Fitspo community endorse a particular way of eating or exercising, younger audiences are quick to jump on board. This was the case for TikTok influencer Jay Davis (known as junior_iay_davis on TikTok) who went viral following his video titled “lose weight in just 7 days! #weightloss #getshredded #coffeeandlemon.” Jay received over 2.4 million views (and counting) for posting a video promising weight loss results within 7 days by adding the juice of half a lemon to a cup of coffee and drinking it every day. The word quickly spread around the #Fitspo community and within a matter of days, thousands were on board trying out this ‘weight loss hack.’ Many were unable to tolerate the taste however others endorsed, even swearing by the hack stating it had stripped pounds off their waistlines (Callahan, 2021, para.4). Industry academia and various research studies published by experts within the field have proven how there is no single food, ingredient or hack that will cause weight loss, rather it is through creating an appropriate caloric deficit (expending more calories than a person is consuming) (Finer, 2012). Registered Dietitian Maya Feller commented on the trend stating “it’s just another TikTok trend with no merit” (Callahan, 2021, para.5). As these trends are created by influencers who have no qualifications within the area, this is directly exacerbating the spread of misinformation within social media platforms. Not to mention these behaviors are red flags for those trying to create long lasting, sustainable eating habits and such content can be highly triggering for those suffering from disordered eating behaviors. These viral diet related videos also create negative beliefs and mindsets within younger, more impressionable audiences which can potentially lead to wider health implications such as teens/younger adults developing eating disorders such as bulimia, binge eating disorder, orthorexia, etc.
Conclusion:
Health and nutrition influencers on TikTok have actively contributed to and even exacerbated the spread of misinformation within communities regarding diet and exercise related topics. TikTok’s highly selective algorithm paired with the emergence of influencers within this platform has resulted in untrustworthy and potentially harmful information to spread rapidly within online communities. Echo chambers and information silos have therefore been formed within social media platforms where young and highly impressionable audiences are being persuaded into believing damaging claims made by unqualified health influencers. This spread of misinformation has resulted in younger audiences developing harmful belief systems regarding specific diet and exercise regimes resulting in disordered eating habits and body image issues. It is evident that more needs to be done in regard to platforms implementing effective monitoring systems within online community groups and they are now increasing pressure from Governments, Regulators, Industry Bodies and the general public to ensure that information they allow on their sites is in fact correct.
References:
Ananthakrishnan, U, M., Chen, J and Susarla, A. (2020). No Pain, No Gain: Exaamining the Digital Resilience of the Fitness Sector During the COVID-19 Pandemic. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3740143#references-widget
Buchanan, T. (2020). Why Do People Spread False Information Online? The Effects of Message and Viewer Characteristics on Self-Reported Likelihood of Sharing Social Media Disinformation. PLoS ONE 15(10). https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0239666
Callahan, C. (2021). Does Adding Lemon to your Coffee Really Help You Lose Weight? Today All Day. https://www.today.com/health/does-adding-lemon-your-coffee-really-help-you-lose-weight-t235478
Carson, D. (2021). A Content Analysis of Political Discorse on TikTok. Student Research Submission, 415. https://scholar.umw.edu/cgi/viewcontent.cgi?article=1445&context=student_research
Delbaere, M., Michaeel, B and Phillips, J, B. (2020). Social Media Influencers: A Route to Brand Engagement for their Followers. Department of Management and Marketing. https://web.p.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=0&sid=5ef7250f-d5c7-41e5-a2bd-938823c2f0f8%40redis
Finer, N. (2012). Dietary Patterns For Weight Management and Health: Low-Calorie Diets and Sustained Weight Loss. Obesity Research, 9(11), https://onlinelibrary.wiley.com/doi/full/10.1038/oby.2001.133
Glofox. (2020). “5 Problems in the Fitness Industry and How to Solve Them.” Glofox. https://www.glofox.com/blog/problems-in-the-fitness-industry/
Infurna, B. (2021). Social Media and Body Pressure. Research for Change. https://research.library.kutztown.edu/cgi/viewcontent.cgi?article=1041&context=wickedproblems
Iqbal, M. (2022). TikTok Revenue and Usage Statistics 2022. Business of Apps. https://www.businessofapps.com/data/tik-tok-statistics/
King University. (2019). The Link Between Social Media and Body. https://online.king.edu/news/social-media-and-body-image/
Klug, D., Qin, Y., Evans, M and Kaufman, G. (2021). Trick and Please; A Mixed-Method Study On User Assumptions About the TikTok Algorithm. Web Science Conference, 84-92. https://dl.acm.org/doi/abs/10.1145/3447535.3462512
Lofft, Z. (2020). When Social Media Met Nutrition: How Influencers Spread Misinformation and Why we are Believing Them. Health Science Inquiry, 11(1), 56-61. https://healthscienceinquiry.com/index.php/hsi/article/view/319/298
Monaghan, B. (2021, July 31). “TikTok VS Instagram: Which App is Easier to Make a Living?” The News Democracy. https://www.indy100.com/viral/tiktok-instagram-how-to-earn-from-b1883573
Pritchard, I., Kavanagh, E., Mulgrew, K.E., Lim M. S. C and Triggemann, M. (2020). The Effect of Instagram #fitspiration Images on Young Women’s Mood, Body Image, and Exercise Behaviour. Body Image, 33, 1-6. https://pubmed.ncbi.nlm.nih.gov/32062021/
Statista Research Department. (2021). Distribution of TikTok Users in the United States as of September 20021 by Age Group. https://www.statista.com/statistics/1095186/tiktok-us-users-age/
Vasconcelos, C, M, B, P, D. (2019). Fake News VS Healthy Diet (Doctoral Disseertation). https://repositorio.iscte-iul.pt/bitstream/10071/19036/1/master_catarina_pestana_vasconcelos.pdf
Vaterlaus, J. M., Patteen, E. V., Roche, C., and Young, J. A. (2015). #Gettinghealthy: The Perceived Influence of Social Media on Young Adult Health Behaviours. Computers in Human Behaviour, 45, 151-157. https://www.sciencedirect.com/science/article/pii/S0747563214007286
Wang, Y., McKee, M., Torbica, A and Stuckler, D. (2019). A Systematic Literature Review on the Spread of Health-Related Misinformation on Social Media. Social Science and Medicine, 240, 112552. https://reader.elsevier.com/reader/sd/pii/S0277953619305465?token=55E77A579C0B347239F4B5FEFFA133AF0BB1DBF144D4A8100985E0F13286E8EB6A691B46924CB39BE940BE52A8EE4326&originRegion=us-east-1&originCreation=20220401085240
Worb, J. (2020, January 14). “How Does The TikTok Algorithm Work? Here’s Everything You Need To Know.” LaterBlog. https://later.com/blog/tiktok-algorithm/
Yang, Y., and Zilgberg, I, E. (2020). Understanding Young Adults’ TikTok Usage. https://communication.ucsd.edu/_files/undergrad/yang-yuxin-understanding-young-adults-tiktok-usage.pdf
I finished a chapter last night for a book on TikTok and yes your claims are valid, concerning and accurate. There is so much misinformation on TikTok but also the challenges that have harmed people of all ages but especially younger ones. Sure the misinformation on Facebook was also a concern, but TikTok does in my view encourage fad diets and other dangerous practices. I am not saying it’s a reason to ban the app, but it is very important to be aware of, as beauty and body image issues are very powerful on it. The Dry Scooping challenge with protein powder last year caused Briatney Portillo to have a heart attack, although she seems fine now. Outstanding paper well-done.
Hi Michael,
Thank you so much for your lovely feedback and your insights into the harmful information that circulates on TikTok, especially within the health and fitness community. I couldn’t agree with you more that TIkTok as a platform encourages fad diets and toxic ‘diet culture’ practices significantly more than any other social media platform and due to the vitality nature of the platform, this is highly cornering and worrying.
I have also seen the ‘dry scooping’ challenge that went viral on TikTok and it was incredible to witness the amount of fitness influencers and ‘gym junkies’ that jumped on board and endorsed this type of behaviour (which is still highly prevent within the health and fitness community to date). I vividly remember having videos pop up on my feed/For You page that featured young teenagers double dry scooping highly caffeinated pre workout supplements, exceeding well above the recommended dosage of >100mg (for teenagers). This then stemmed into a ‘challenge’ on the platform where users were shown competing with one another seeing who could dry scoop the most. This goes to show again, how dangerous TikTok can be as a platform particularly within the health and fitness space for young people!
Hi Siena
I’m not on TikTok (and thought it was mainly about singing and dancing!), which is why I was drawn to your paper. I now have a new appreciation of how influential it is and how damaging it can be; and that’s a little scary! And Michel, your example of the heart attack victim is proof of its negative influence as I’m sure there will be ongoing health repercussions for Briatney. It is shown that that there is an association with health status during childhood and adolescence with health status later in life and that chronic disease can have a snowballing effect. For a social media platform, and these #fitspo influencers, to have such power over the habits and health of young people is truly daunting. Just when we think policy and laws may be catching up with technology, there’s another huge challenge to overcome. It sounds like TikTok is it!
My paper was on health promotion practice and how it can use social media platforms to improve the reach and accessibility of programs and improve the health of communities overall. I didn’t see anything in my research though related to using the TickTok platform. I hope there will be soon! If you’d like a read, here’s the link:
https://networkconference.netstudies.org/2022/csm/325/social-media-and-online-communities-provide-opportunities-for-health-promotion-practice-to-increase-its-effectiveness-and-dispel-health-misinformation/
Hi Genevieve,
Thank you for your wonderful feedback and i’m glad i could provide an insight into some of the issues that TikTok presents (aside from the singing and dancing videos!) As you said, it truely is daunting and quite worrying the level of influence these so called health and fitness influencers have on younger audiences! It is also worrying to see such young audiences located on TikTok; in the US 10-19 year olds make up over 32% of the TikTok population (Wallaroo Media, 2022) which i find seriously concerning as these impressionable brains are still developing and therefore are unable to understand, properly comprehend and/or distinguish between what information is reliable and sources of information (such as influencers) that aren’t.
If you interested here is a link to some of TikTok’s up-to-date statistics (last updated April 2022) that i found quite concerning! https://wallaroomedia.com/blog/social-media/tiktok-statistics/
Your paper sounds very interesting! I will be sure to give it a read!
Thanks for sharing the link Siena, definitely concerning!
Do you think we need more education in schools, starting at primary school level, to help students recognise misinformation? Or even bring awareness to the fact that it exists? I’m not aware of any programs that address this – although may need to dig a little deeper on that one to be sure!
Best, Gen
Hi Genevieve,
Great question! I think education in schools would help tremendously in raising awareness and directly educating school aged students about misinformation online. I’ve heard Stanford University has lectures regarding the dissimilation of misinformation online taken by Stanford Professors which is offered to undergrad students however in my opinion, at this age it’s almost too late. Even though it would still benefit undergrad students, i believe this is an issue that needs to be addressed, spoken about and taught in classrooms, particularly in older primary school aged students (grade 5 & 6) all the way through to senior school students. I am not aware of any schools in Australia that currently have any sort of education regarding this area/issue, however in my opinion, i think especially after the pandemic, this is something that should be addressed and employed in schools all throughout Australia and the world.
Hi Siena, this is such an interesting read. I agree with everything you have stated – social media is really negatively effecting the mental health of their users through all of this misinformation that is spread about health, fitness and beauty. I like how you mentioned that the tiktok algorithm can allow for anyone to go viral and accessible to millions overnight- which can lead to the spreading of misinformation rapidly. My paper outlines the benefits of social media influencers for businesses, which allows me to understand the amount of power influencers have over their target audience through their desirable looks and emotional connections with their followers. I agree that this can make it easier for individuals viewing this information to believe what is being said. I would like to know your thoughts on the best way to improve this, or actions that Tiktok should take to limit this spread of misinformation?
I would really value your opinion on my paper that outlines the benefits of influencers on social media platforms for businesses.
https://networkconference.netstudies.org/2022/csm/267/influencers-the-trendy-successful-marketing-tool-for-businesses-on-social-media/
Saara
Hi Saara,
I will be sure to give your paper a read! It sounds right up my alley!
In regards to your question, i believe this is the hard thing about social media and the information we are exposed to and continuously consuming! I think although there are steps that platforms can (and should) take to actively reduce the spread of misinformation, due to social media platforms being ‘public spaces’ (in the sense that anyone can contribute), millions of users are creating content (user generated) and are able to disseminate such information at the touch of a button. It’s sad and highly worrying to see that a large majority of videos that go viral are ‘quick fixes’ or ‘weight loss hacks’ that have no science or credible research/literature supporting such claims. Especially as people want the ‘quick fixes’ they are willing to try just about anything (even mixing coffee with lemon juice!) which continuously feeds into this toxic diet culture.
I think platforms like TikTok can limit (to an extend) the spread of misinformation by:
1. adding warning labels to videos that are found to contain unsubstantiated and untrue claims/information
2. allow users to ‘flag’ content as well as allowing users to see if a particular video has been flagged or not (to actively warn users that information contained may be false or misleading)
3. similar to instagram, have a system in place that allows users to see which videos on Tiktok are paid sponsorships or partnerships
However, i do think the high number of users on such platforms means that it is almost (if not) impossible to effectively monitor all information uploaded to these social media platforms!
3.
Hello Siena,
Thanks for the interesting read. I am not on Tiktok but majority of that content leaks over to Instagram which I unfortunately find myself scrolling through mindlessly. But I have witnessed the content you are discussing firsthand, some of it obviously misleading and some of it can be varying, from mildly interesting, to helpful information that I take on. I particularly enjoyed the following statement, perhaps it could used as disclaimer for flagged misleading content?
“No food, ingredient or hack that will cause weight loss, rather it is through creating an appropriate caloric deficit”
At the end of the day like you pointed out people with desirable physiques can easily mislead viewers. They are visual, living proof of physical success, if they were to claim lemon in their coffee was to thank for it, I have no doubt that would mislead many (sounds awful). Your paper made me immediately think of the monetary gain these influencers chase as I see a lot of it. These sponsorships and endorsements that some influencers push tie into what you are saying about misinformation, but makes it feel even darker as they are getting paid. In your research did you come across much of this? I read the following article which also raised my interest.
Kirvesmäki, I. (2021). “The elements of health and fitness influencers’ credibility on social” media.https://aaltodoc.aalto.fi/bitstream/handle/123456789/111686/master_Kirvesm%c3%a4ki_Irina_2021.pdf?sequence=1&isAllowed=y
Hi Harry,
Thank you for your feedback! I can definitely relate to mindlessly scrolling on social media platforms as i think the majority of us can (unfortunately!)
I loved the statement you proposed that could be used as a disclaimer! I think it would be highly beneficial in educating or even simply reminding people that no matter what ‘diet’, hack, meal, exercise or eating practice an individual chooses to follow, the ONLY proven way to achieve sustainable weight loss (that is sufficiently backed by up credible studies, research and literature) is by implementing a sufficient caloric deficit.
I absolutely agree with you when you say that paid sponsorships and partnerships with brands and products (that these influencers are endorsing) is just as dark as they are getting paid to say these things. It makes you question if they actually believe in the product itself or even use it in their daily routines. Or is it just words getting put into their mouth because they are getting paid (significantly well) to say such things, at the expense of others.
In terms of your question regarding research into influencers getting paid and the impact this has on audiences, i didn’t focus much on this in my essay however my initial research into the topic (social media and influencers) i definitely found some interesting articles and viewpoints regarding this! I also found myself looking into this specific area before writing my essay as i find it a very interesting and prominent topic within the social media industry currently. I’ve attached a few article links below if you were interested!
1. https://www.sciencedirect.com/science/article/pii/S0363811118305216?casa_token=INo53dd5sGYAAAAA:AiLAHi6IGwHBOu7aa21-XT33wiakA9MwKNfGkoJfZkcneKA-UIBvH5zomfWDG1p0s6zXCYJH
2. https://www.sciencedirect.com/science/article/pii/S0148296320301156?casa_token=ajcRnHozteoAAAAA:TYV2Nctdhs7Q8TSnB1BoP7bAjOuObJoj1l90LJSLtzw5stOWfT3orujwxsM7j09qYvA40zr2
3. https://www.emerald.com/insight/content/doi/10.1108/JCOM-11-2018-0119/full/html
Thanks very much Sieana that is helpful! I agree that topic would be a whole different conference paper and then some… Unfortunately it seems that it is smarter to assume everything is misinformation, especially if it seems like a sponsorship (ESPECIALLY Intsagram adds), unless its from a source you trust,. Thanks again for your response and those materials.
Hi Harry,
I`m agree that there is a lot of misinformation being spread on TikTok for the sole purpose of its video views and likes, and it has a negative impact on the health and cognition of teens. And Tiktok’s algorithm is very amazing, it will capture your search history, and even I doubt that it can capture the voice of your chat to recommend what you need to know now. This happens a lot when I use Chinese TikTok. So I have a few questions to ask, do you think that false information in TikTok can be prevented artificially, and in what way?
Tiktok was also mentioned in my article, offering entrepreneurial opportunities during Covid-19 through TikTok livestreaming. Hope you are interested: https://networkconference.netstudies.org/2022/csm/796/douyin-platform-plays-an-active-role-in-poverty-alleviation-in-society/
Hi Xi,
I will give your article a read thanks! I think it is very hard for any kind of positive change on these sites without external enforcements, especially with potentially unethical data mining and algorithm targeting. It is a difficult topic but YouTube and Instagram have been called out on it and it has mildly reduced the spread of misinformation through algorithms, one of our fellow students article touches on it here https://networkconference.netstudies.org/2022/csm/276/youtube-and-its-role-in-the-creation-of-a-third-place-for-right-wing-communities/#comment-601.
Hi Siena,
Your paper makes for an interesting read 🙂 As an older male, I haven’t ventured onto TikTok, although I am sometimes tempted to take a peek!
It seems to me that like all social media, TikTok is unregulated and relies on algorithms to promote popular content among its users. This makes me wonder how TikTok users build credibility? Is it simply because a video they share goes viral and they become instant celebs? Does that celebrity status afford them some sort of credibility that makes them more believable? I guess there are many instances where people, in general, lack either the skills or desire to engage in any sort of critical thinking when watching these videos. I think it starts as ‘mindless entertainment’, but the more people are exposed to the same person, the more credibility that person garners and before long they’re the ‘expert’ on the topic. Some social media ‘experts’, unfortunately, have very little (if any) actual knowledge on the things they’re espousing. As you say in your paper, people fall into the trap of the echo chamber, where all they see and hear is information that is being championed within their new online community. They lack the counter argument and so they perpetuate the belief that what they hear has to be the truth.
When Delbaere et al. (2020, p.101) describe followers building an emotional and friendship-like trust, they’re describing a classic marketing mantra that people do business with people they “know, like and trust”. It seems to me that the TikTok influencers are filling a need in the market and cashing in on people’s desperation and weaknesses. Being unregulated, they can essentially say what they like and providing they get a viral response from their content, they become ‘instant experts’. Personally, I have no problem with someone saying “this is what I did and these are the results I got. This may or may not work for you” – unfortunately I suspect that’s not how these experts word their content though, going instead with “look at this latest and greatest hack I’ve discovered that will deliver the same fantastic results for you!” Young impressionable minds that are desperately seeking help will grasp onto these ideas, sometimes with drastic and life-threatening consequences as described above by Michael Nycyk.
It’s sad that some people will take advantage of others. I’m sure there are very knowledgable people on social media platforms that are eminently qualified to educate their followers about health and nutrition, but unfortunately, they get lost in the mire of the unqualified ‘experts’ that are simply trying to build their own channels for celebrity status and financial gain.
Thanks for an interesting read… you’ve almost convinced me to start an account over on TikTok to explore a little more 🙂
Cheers, Ken
Hi Ken!
TikTok is a great platform that i spend (and waste) way to much time on! It offers a wide range of informative (and in some cases, not so informative) videos, delivered in completely different and unique ways which is always entertaining! However, like any social media platform, it has a range of downfalls, the main (and biggest) in my opinion is the amount of misinformation dissimilated.
You are entirely correct when you say that social media, particularly TikTok heavily relies on it’s algorithm to dissimilate popular content around to users who are most interested in (and will engage with) that specific content, which is where the issue of echo chambers comes into play! Due to the nature of TikTok, Influencers can easily install feelings of trust, friendship, connection, familiarity and/or relatability within their audiences through the content they choose to create and distribute. As content gets viewed and shared around the platform, influencers are exposed to broader audiences which directly grows their following. Unfortunately, in todays day and age, having a ‘large following’ automatically conveys that these influencers know what they are talking about and are accurate/trustworthy sources of information. As you mention, this means everyday individuals are giving out and promoting specific nutrition advice to hundreds/millions of young, impressionable individuals with no qualification what so ever; speaking only from personal experience which generates a range of issues relating to the spread of misinformation. I personally agree with you on the point you make about individuals speaking out on what worked for them as long as they make it clear that it will not work for everyone! I believe it becomes harmful and a big issue when individuals promote a certain way of eating or exercise routine that promises life changing results due to the financial gain they receive by doing so.
I’m glad I could provide you with some further insights into TikTok! I hope I haven’t scared you off too much from exploring the platform further!
I would highly encourage you to explore the platform as it does offer a wide range of highly engaging and informative content! Like i mentioned, just like any social media platform, they all have advantages and disadvantages which users just need to be aware of.
Thank you Ken for your wonderful thoughts, comments and feedback!
Hi Siena
I really enjoyed your article, very interesting topic. Over the years TikTok has grown rapidly and has become one of the most popular social media for young people. I spend at least 4 hours a day browsing through the videos on TikTok.
I agree with you that tiktok is not quite in place to regulate the content of videos and the status of video bloggers. I found a blogger on TikTok yesterday who claimed to be a nutritionist, and in his video, he urged people to buy weight loss products and added a link to buy them below the video.I found that he was selling a weight loss product that I hadn’t seen on the market before. I think TikTok also needs to regulate the links to products shared by video bloggers to prevent them from selling fake and shoddy products.
Hi Sining,
Thank you for your comment! I also spend (and waste) way to many hours scrolling through endless TikTok videos that just seem to get better and better the more you scroll! I love how you’ve mentioned you first handed experienced the issues i present in my paper just yesterday on the app – its wild isn’t it?! It’s sad to see that not only are individuals claiming to have a particular title (aka nutritionist) without any relevant qualifications, bu they are doing it for the financial gain they receive, even if its at the expense of others. I couldn’t agree with you more that platforms like TikTok need regulations around what products can and can’t be promoted by users/influencers on the app. In my opinion, the amount of products and services (particularly those within the health and fitness industry) that are endorsed by influencers, claiming to promise X, Y and Z results without any factual information, credible studies or researching backing such claims up is highly concerning. It also makes you wonder and question how many influencers actually use/test products (even once) before selling them to their audiences, or how many actually believe in the product/brand itself. My guess, a very minuscule amount!
Hello Siena, I really enjoyed your paper.
I couldn’t agree with you more, there must be more done in regards to the spread of misinformation on these social media platforms like TikTok. Especially around health and fitness advice. Perhaps similar to Facebook, TikTok needs better messaging around misinformation and/or more fact checking investigating these unqualified influencers giving advice. I especially agree with you on your definition of these communities as being Echo chambers, with no space for individuals to challenge their view/beliefs. Before reading your paper i was unaware of these influencers like Jay Davis, interesting enough i had heard about the #coffeeandlemon weight loss fad, but agree these methods are dangerous as in reality it is not a long term fix. Losing weight in my opinion is like investing your money, it takes time and discipline but in the long run you will see success. Nevertheless, please feel free to read over my paper (link below), we have some similarity in the spread of misinformation, in my paper I talk about the spread of misinformation on COVID-19.
https://networkconference.netstudies.org/2022/csm/1164/social-media-infodemic-and-the-real-impact-on-our-community/
Hi Peter,
Thank you so much for your lovely feedback and I’m glad I was able to provide you with a clearer insight into the harmful weight loss practices these influencers like Jay Davis are promoting to younger audiences on platforms like TikTok.
I definitely agree with you that more needs to be done and TikTok in particular needs better regulations around the spread of misinformation on the platform. I guess that’s the hard thing about social media, everyone has an opinion, beliefs and/or practices that they want to share with others (whether its for the good or bad) and most of the time social media platforms are unable to effectively monitor and keep on top of this only increasing issue. I did however find out and mention to Georgina below, that the TGA is introducing new rules (as of July 1st 2022) that will ban health and fitness influencers from promoting such products if they are being paid to do so or are provided with incentives by doing so (e.g., receiving free products, etc). I think this is long overdue and more needs to be done however i think this will be highly beneficial to consumers within the health and fitness space!
It sounds your paper is very similar regarding the issue of dissimilation of misinformation via social media platforms! I will be sure to give it a read and will let you know my thoughts!
Hi siena,
Such an informational piece! I am most definitely guilty of scrolling through TikTok, losing track of time and being subconsciously affected by these influencers! It was most definitely shocking to hear that a quarter of tiktok users are aged between 10-19, extremely concerning given their brain is in that fundamental growing stage! This stat in combination with most fitness influencers not having a validated certification is alarming, I personally can see the influence getting worse and worse, as I assume the number of uncredited fitness personalities will take off in the near future, what do you think?
I would also love if you could give my paper a read and comment any thoughts you might have? https://networkconference.netstudies.org/2022/csm/624/millennials-and-their-habitual-facebook-use-are-pioneering-the-growth-of-the-online-foodie-community/
Hi Georgina,
It’s alarming isn’t it?! I’m glad I’m not the only one that found that statistic highly concerning! As you mention brains at this age are still developing and when presented with incorrect and/or biased information from these self proclaimed ‘health and fitness influencers’, their opinions, beliefs and attitudes regarding certain topics become highly skewed as such young audiences are highly impressionable and easily influenced. At this age (particularly between the ages of 10-15) , adolescents unfortunately don’t have the maturity, knowledge or understanding to stop and question the accuracy or credibility of such claims, statements and ideas presented by influencers with a following. Unfortunately social media has created this false perception/idea that if an individual has a following, they ‘must know what they’re talking about’ and are almost regarded as an ‘expert’ within the industry. This then poses a significant issue when these younger individuals start taking on and implementing such advice/recommendations made by their favourite influencer (that has no literature or scientific evidence behind it) over medical professionals and proper experts in the industry such as registered dieticians.
I think you definitely have a point regarding the number of uncredited health and fitness influencers taking off in the near future! In my opinion, even in the last few years or so, it seems the number of influencers (particularly teens/young adults) has exponentially grown from what is was say 5-8 years ago?! I feel that it is an industry that has grown significantly due to lockdowns as well as the adoption/popularity of TikTok. It has allowed everyday teens/young adults to grow a platform and following just by posting engaging and relevant content.
In saying this I do have some level of hope! I recently found out that as of July 1st 2022, the Therapeutic Goods Administration (TGA) will be introducing new rules and regulations that will significantly change the health and fitness industry As of July 1st, social media influencers will be banned from promoting health and fitness products if the influencers is being paid or receiving free products from a company! I’ve attached a link if you were curious in exploring this further! https://www.tga.gov.au/tga-social-media-advertising-guide
This is a long overdue change that is needed within the industry. However, I do think more laws and regulations are required to effective reduce and stop the spread of misinformation dissimilated by such influencers on these platforms!
Thank you for your wonderful feedback and for the link to your paper! I will absolutely give it a read and will be sure to let you know my thoughts!