Once considered a private and deeply personal experience, fertility and pregnancy journeys are increasingly played out in digital form through social media channels. From TikTok ‘fertility hacks’ to influencers sharing ‘bumpdates’, social media activity continues to change the way people see and talk about pregnancy and conception.
While interest in science-backed fertility supplements and wellness strategies to support fertility journeys continues to grow, it’s important to remain mindful of misinformation that can also circulate online.
To gain a better understanding of how social media affects people’s experiences of their fertility journeys, we surveyed 241 individuals in the UK who are actively trying to conceive or have recently decided to take a break from trying for a baby.
The comparison trap – does fertility feel like a race online?
Scrolling through social media while trying to conceive can often feel like watching a race you didn’t choose to enter – and one you’re always behind in, especially if you are one of the 1 in 6 couples who struggle to conceive. This feeling has been echoed by an overwhelming 72% of people who say that social media influence has made them feel ‘behind’ in their journey. Meanwhile, a similar proportion (71%) believe online platforms have made their fertility journeys feel more competitive.
At the same time, 3 in 4 (75%) of those trying to conceive believe social media glamorises fertility journeys. While those shared moments can be joyous and inspiring, they rarely show the heartbreak, medical appointments, uncertainty, or years of trying that often exist behind the scenes.
In a world where #TTC (trying to conceive) has become a trending hashtag, it’s clear that social media is not just documenting fertility – it’s reshaping it.
“As a GP, I often remind people that fertility outcomes are influenced by dozens of complex variables: ovarian reserve, egg and sperm quality, hormonal regulation, uterine environment, immunological factors, even unmeasured elements like inflammation or sperm DNA fragmentation. Two people with the same diagnosis e.g. PCOS or endometriosis, can have completely different outcomes. That’s why comparing timelines or responses is not only unhelpful but also misleading.
However, I completely understand the emotional pull to do just that. I’ve been there myself, scrolling through posts and wondering why a protocol worked for someone else but not for me. It’s deeply human to seek patterns, especially when you’re desperate for answers. But what social media often fails to show are the losses, the inconclusive tests, the frozen embryos that didn’t thaw, or the cycles that never made it to transfer.”
Silent scrolling and ‘quiet quitting’ social media
While some choose to continue using social media while trying to conceive, many people find themselves quietly stepping away from online platforms altogether. More than half (51%) of people say they’ve had to take a break from social media while trying for a baby.
Interestingly, the results have found that it’s not primarily influencers that people are choosing to mute or unfollow. More than 2 in 5 (41%) people say they’ve muted or unfollowed friends due to fertility or pregnancy-related content, compared to just 25% who unfollowed influencers or celebrities.
As social media reshapes the fertility journey, it brings with it a flood of emotions which can often feel layered and conflicting. Our data reveals that while over half of respondents have felt hopeful during their conception journey, a staggering 69% described feeling anxious, and more than 60% found it tiring.
Many also reported feeling isolated, grieving, or even obsessed, highlighting that trying to conceive is not just a medical journey, but an emotional one.
Misinformation and misleading fertility advice are rife across social media
As TikTok and Instagram become increasingly popular for health and wellness content, so too does the spread of unverified, misleading, and sometimes dangerous fertility advice. Concerningly;
- 1 in 4 people (23%) were misled by fertility advice they found online
- Over half (53%) say they’ve been exposed to misinformation regarding fertility on social media platforms
- Almost 1 in 10 people report trying an online fertility “hack” that negatively impacted their health
These hacks range from herbal teas and fertility lubes to intermittent fasting and ‘get pregnant in 30 days’ claims, often recommended by influencers or trending videos with little to no scientific backing. While some advice may be less harmful, others can interfere with hormone regulation or delay proper medical intervention.
“It’s no surprise that so many people turn to social media for fertility advice. When you’re navigating the emotional toll of trying to conceive, it’s natural to seek out quick answers, shared experiences, and a sense of control. However, that vulnerability is precisely what makes misinformation so dangerous. I’ve seen firsthand how viral “hacks” can not only fail to support fertility but actively harm it, delaying diagnosis, worsening symptoms, or even disrupting treatment entirely.”
‘Mind the gap’ between online narratives and real-life struggles
Fertility content often presents a version of reality that feels quite far removed from what many people actually experience.
“How to get pregnant fast” claims were flagged by 66% of respondents as especially misleading, suggesting quick fixes for something that can take months, or even years, for some. Half of those surveyed pointed to influencers who share only the highs of their experiences, like positive pregnancy tests, while skipping over any emotional and physical struggles that preceded them.
However, unrealistic portrayals aren’t limited to individual creators, either – celebrity fertility stories, called out by a quarter of respondents (25%), can often feel unattainable. Meanwhile, advice like “just have more sex” was viewed as unrealistic advice by 28%, ignoring the real medical complexities behind conception.
Additionally, the assumption that infertility only affects unhealthy people was challenged by 2 in 5 (41%) participants. Only a small fraction – just 9% – said they hadn’t come across unrealistic fertility content online, leaving 9 in 10 exposed to glamourised experiences, highlighting just how widespread these misrepresentations of fertility have become.
Content creators are influencing fertility purchasing decisions
This is particularly concerning as 1 in 5 (19%) people admit they’ve bought a conception product based on a social media influencer’s advice. Worryingly, 10% of those who purchased based on influencer recommendations reported making these purchases without conducting any further research.
Whether it’s ‘fertility lubricants’ or ‘fertility juices’, the promise of a quick fix, especially when endorsed by someone relatable whom you trust, can send a powerful message.
“When you’re navigating infertility, particularly after months or years of trying, it’s completely understandable to be drawn to stories of success, especially when someone on social media shares a personal journey that ends with a positive pregnancy test. But the leap from inspiration to action can be risky when it leads people to buy fertility products based on influencer marketing, often without medical input or any real scrutiny.
I’ve seen patients who have spent hundreds of pounds on influencer-backed fertility supplements or conception aids that promise the world but aren’t grounded in evidence. Some influencers are now even formulating and selling their own products, yet these are rarely subject to proper clinical testing. Even when these products contain seemingly beneficial ingredients like vitamin D or omega-3, not all formulations are equal. The dose, source, absorption rate, stabilisers, and even packaging can drastically affect how effective, or ineffective, a product is. What’s sold as a “fertility-boosting” product may at best be expensive and unnecessary, and at worst, interfere with treatment plans or mask underlying issues.”
Time for accountability? Why 85% want fertility content regulated
In light of the emotional and physical risks, it’s perhaps unsurprising that 85% of people are calling for fertility content on social media to be fact-checked and better regulated.
Rather than a call to silence people sharing their personal stories, this is quite the opposite. The results show that people want more transparency, responsibility, and a better distinction between lived experiences and evidence-based medical advice.
With 1 in 4 people saying they’ve been misled, and 1 in 10 admitting they acted on influencer advice without checking the facts, the pressure for social platforms to protect users is growing.
Social media adds a new, and often invisible, layer of stress, comparison, and misinformation to what can already be a complicated experience. But this also creates an opportunity for platforms to act responsibly, for influencers to lead with transparency, and for everyday users to set digital boundaries that support their mental health.
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Methodology
Based on answers from 241 UK respondents from Fertility Family’s database of subscribers. Data was collected in June 2025.
