The body positivity movement is not all that positive on TikTok: A content analysis of body positive TikTok videos

This analysis examined the content of 342 body positive videos on TikTok. Videos were gathered by searching #body positivity and coded for diversity, positive body image messages, negative appearance-focused messages, other relevant themes, and contradictory messaging. Results demonstrate that body positivity videos on TikTok often portrayed young, White women with unrealistic beauty ideals. Approximately 93% of the videos embodied Western culturally based beauty ideals somewhat or to a great extent, while 32% of the videos portrayed larger bodies. Only 32.2% of the videos contained explicit positive body image messaging, and negative appearance-focused themes or objectifying content was rare. Contradictory messaging was not present. Overall, body positive videos on TikTok rarely displayed features aligned with positive body image and promoted unrealistic beauty ideals but also rarely included explicit negative appearance-focused messaging. Future research examining effects of exposure to body positivity messaging on TikTok, in comparison to other social media platforms, is warranted.