Kathryn Wheeler can't remember where she was when her TikTok feed showed her a video of a woman holding her stillborn baby, but she remembers how she felt. "At first, it appeared like any other video of a woman holding a newborn. It was tightly wrapped in blankets while she cradled it in her arms. She was crying, but so are most of the women in these post-birth videos. It wasn’t until I read the caption that I realised what I was looking at. Her baby had been delivered at 23 weeks. I was 22 weeks pregnant. I felt doomed," she says.
Her social media algorithms knew she was pregnant before family, friends or her GP. Within 24-hours, they were transforming her feeds.
"On Instagram and TikTok, I would scroll through videos of women recording themselves as they took pregnancy tests, just as I had done. I “liked”, “saved”, and “shared” the content, feeding the machine, showing it that this is how it could hold my attention, compelling it to send me more. So it did. But it wasn’t long before the joy of those early videos started to transform into something dark."
The algorithm began to deliver content about the things you fear the most while pregnant: “storytimes” about miscarriages; people sharing what happened to them and, harrowingly, filming themselves as they received the news that their baby had no heartbeat. Next came videos about birth disfigurements, those found by medical professionals early on, and those that were missed until the baby’s birth.
On TikTok, there are more than 300,000 videos tagged under “miscarriage”, and a further 260,000 under “miscarriageawareness”. One video with the caption “live footage of me finding out I had miscarried” has almost half a million views. Another showing a woman giving birth to a stillborn baby has just under five million.
For Dr Christina Inge, a researcher at Harvard University specialising in the ethics of technology, these experiences are not surprising. “Social media platforms are optimised for engagement, and fear is one of the most powerful drivers of attention,” she says. “Once the algorithm detects that a person is pregnant, or might be, it begins testing content – the same as it does with any other information about a user. If a user lingers on an alarming video on pregnancy, even if just for a second, that is interpreted as interest. The system then feeds you more of the same.
“Distressing content isn’t a glitch; it’s engagement, and engagement is revenue,” Inge continues. “Fear-based content keeps people hooked because it creates a sense of urgency; people feel they need to keep watching, even when it’s upsetting. The platforms benefit financially, even as the psychological toll grows.”
The negative effect of social media on pregnant women has been widely researched. In August, a systematic review into social media use during pregnancy considered studies from the US, the UK, Europe and Asia. It concluded that while social media can offer peer-to-peer advice, support and health education, “challenges such as misinformation, increased anxiety and excessive use persist”. The review’s author, Dr Nida Aftab, an obstetrician and gynaecologist, highlights the role healthcare professionals should play in helping women make informed decisions about their digital habits.
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Source: The Guardian, 3 September 2025
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