Exploring the influence of social media ‘Mumfluencers’ on postpartum body image

Social media is an external influence thought to notably impact body image. There is limited research to date exploring whether the rise of social media ‘Mumfluencers’ – women who gain large social media followings by sharing their experiences of motherhood – positively or negatively influence postpartum body image and wellbeing. The current study explored the lived experience of 208 women up to 4 years postpartum through open-ended survey responses. Through reflexive thematic analysis, we identified three main themes: (i) Protecting Body Image and Mental Health through Authentic Discourse, (ii) Conflicts of Interest and Appearance Ideals Shape Body Image Outcomes, and (iii) Postpartum Agency in Social Media Consumption. Our findings indicate that postpartum women are adaptable in navigating the complexities of Mumfluencer content for their body image. By implementing protective strategies and limiting harmful exposure, participants controlled their online experiences, curating environments that best supported positive body image.