TikTok fitness videos may undermine young men’s confidence — and boost supplement use
Researchers warn social comparison and “hyper-muscular” content may fuel risky behaviors
A few minutes can shift perceptions
A new study that even brief exposure to fitness and supplement content on TikTok can negatively affect how young men feel about their bodies — and increase their interest in muscle-building products.
The research by Australia’s Flinders University, published in the journal Body Image, tested how quickly social media content can influence body satisfaction and health intentions.
More than 280 men ages 17 to 30 were shown just three minutes of videos. Some clips focused on fitness advice or supplement promotion, while others showed neutral travel content. Participants were then asked about their perceptions of their fitness, nutrition and likelihood of using supplements.
The results were stark: those who watched fitness or supplement content reported lower satisfaction with their own fitness and diet — and a stronger desire to use muscle-building substances.
Fitness content may be more influential than ads
The study found that general fitness videos had an even stronger impact than direct supplement promotions.
Lead author Dr. Nepheli Beos said the findings highlight how quickly exposure can shape attitudes.
“Just a few minutes of idealized fitness or supplement content can change how men feel about their own fitness and nutrition and increase their desire to seek products that promise faster muscle gains,” Beos said.
Senior researcher Professor Ivanka Prichard noted that workout content may subtly drive supplement use by creating pressure to keep up with unrealistic standards.
“It’s not screen time that’s the problem — it’s repeated exposure to hyper-muscular bodies and supplement messaging,” she said.
The role of comparison — and risk
The research points to social comparison as a key driver. Men who compared themselves to the bodies shown in videos were more likely to feel dissatisfied and express interest in supplements.
Those already focused on achieving a muscular physique were particularly affected, showing greater interest in more extreme muscle-building substances.
Researchers warn this dynamic may contribute to conditions like Muscle dysmorphia, a mental health disorder characterized by an obsessive focus on perceived lack of muscularity.
Not all content is harmful — but caution is needed
The study’s authors emphasize that fitness content and supplements are not inherently harmful. However, they say the way they are presented on social media often oversimplifies benefits and minimizes risks.
Instead, researchers are calling for stronger media literacy tools to help young users critically evaluate what they see online.
“TikTok’s idealized fitness content doesn’t just inspire exercise — it can actively undermine satisfaction and encourage substance use,” Beos said.
What this means for consumers
For young men navigating fitness content online, the findings suggest a need for caution:
Short bursts of curated content can quickly distort expectations
Comparing yourself to highly edited or idealized bodies may harm confidence
Supplement use decisions may be influenced more by perception than need
As social media continues to shape health behaviors, researchers say understanding — and questioning — what’s on the screen may be just as important as the workout itself.