Does Sharenting-Related Content on TikTok Reflect the Full Scope of Documented Risks to Children: A Content Audit

Parenting is a complex, emotionally fraught life task shaped by many influences, including social norms. Historically, parenting norms were transmitted through family, religion, and parenting experts, notably pediatricians. But now, social norms are also being transmitted online. Mom influencers and parenting experts on social media dispense highly curated advice and tips designed to shape the beliefs and behaviors of parents. Many include sharented content (images and information about their own children), which increases their relatability and authenticity. Sharenting is a widespread phenomenon, despite serious concerns about this practice. The current exploratory study was designed to determine whether sharenting-related content on TikTok from high-reach influencers and creators specifically addressing the topic reflects the full scope of documented risks to children. The study examined three samples of TikTok videos either by sharenters or about sharenting to determine which—if any—of 10 identified risks of sharenting were discussed. Results revealed that top influencers tend not to address this topic in their most liked videos and are still sharenting themselves. Videos specifically about sharenting mention only a few of the many reasons why sharenting can be risky and those that are in support of sharenting appear to minimize the risks and/or misunderstand child development. Findings have implications for changing social norms via parent education, content moderation, and clinical practice.