For the past several years, social media platforms have become a double-edged sword for moms-to-be. They provide that perfect mix of useful guidance and alarming information that can ramp up anxiety about pregnancy and childbirth. Kathryn Wheeler ran into significant complications during her pregnancy. After welcoming her baby at 23 weeks, her Instagram feed was flooded with creepy reels showing how to care for a baby. She felt anxious every time she watched a video telling her what not to do if her baby wakes up early. Hype-filled injury warnings about baby carriers filled her new virtual life.
Experts have said that this disturbing content is not an accident, but the result of a calculated approach to generate engagement. Dr. Christina Inge, a researcher at Harvard University, explains that social media thrives on engagement because it translates into revenue. Distressing content isn’t an algorithmic bug, it’s an algorithmic feature, and engagement is revenue,” she said. This poses complex ethical dilemmas regarding the duty of care social media platforms owe to their highly vulnerable users in shielding them from harmful content.
Women such as Asha, who delivered her second son in mid-January, are voicing their support for Wheeler’s proposal. Asha has felt for a while that social media is psychic. It grooms her by feeding her content that is specifically tailored to match all of her doubts and worries. She remembers flipping through images and stories that shamed formula feeding as the only possible option, adding to her lack of success guilt. She explains her contention that the issue with social media is that everyone thinks they’re an ‘expert’. Perhaps that’s because their passionate opinions are quick to engage and activate the masses.
Similarly, Jade Asha decided to uninstall social media apps after coming across a video depicting a woman’s life-threatening childbirth experience. This is particularly true for her, as the graphic nature of that content terrifies and angers her. In response, she made some extreme cuts to her life in order to safeguard her mental health.
Cherelle Mukoko, currently eight months pregnant, finds herself inundated with posts related to the treatment of Black women during pregnancy. Although some of the material is encouraging, she argues that most of it is radical and troubling. Mukoko explains, “Some posts might be more supportive or just that much more extreme or disturbing enough that they’re not something I’m able to recreate.”
Dr. Alice Ashcroft, a researcher who felt the impact of social media during her own fertility journey, describes how algorithmically-driven content can distort reality. She often points out that empowering users to realize that their feeds are all constructions by algorithms is key. This awareness can equip them to free themselves from the cycle.
An article released in the journal Midwifery focuses on the increasing concern over social media use among expectant women. According to the study, the rise in social media use peaked around week 20 of pregnancy. Over this same period of time, 10.5% of women began exhibiting behavioral patterns consistent with addiction to these platforms. We documented how such addiction has taken a toll, greatly affecting their daily lives.
Obstetrician and gynecologist Dr. Nida Aftab emphasizes the importance of healthcare professionals in this space. They have a responsibility to take action and drive women to develop healthier digital routines. As Inge reminds us, pregnancy and early parenthood deserve harm-free digital spaces. Regrettably, their potential is frequently misused as just data points to monetize, underscoring the need for all of us to redefine our social obligations in the digital era.
Wheeler’s personal experience serves to highlight the dramatic change in social media landscape that can occur after monumental life moments. Once her pregnancy had ended, her feeds started introducing her to different fears that come with being a mother. “You start thinking: ‘Could this happen to me? Will I be in that unlucky percentage?’” Mukoko reflects on how exposure to such negative content can trigger intrusive thoughts and leave her feeling resentful.
Researchers are studying the psychologic impact of social media use during pregnancy. Together, they promote a culture of smart content creation and clever content consumption. Ashcroft points to a big problem, one that he believes is fundamental: Technology is changing too quickly. This speed of technology development has legislation lagging considerably behind, highlighting an immediate need for top-down regulatory direction to combat misinformation and harmful content.