Endocrine Abstracts

Social media is a powerful but often unregulated space for health communication, with platforms including TikTok, Facebook, X and Instagram, playing a growing role in shaping public understanding of steroid hormones. This study investigates how cortisol and testosterone are represented in popular TikTok videos, with a focus on scientific accuracy, marketing strategies, and the promotion of dietary supplements. We conducted a content analysis of the most interacted-with posts (likes, shares, and views) using the keywords “cortisol” and “testosterone.” Posts were evaluated against 11 criteria, including scientific accuracy, use of biohacking language, marketing tactics, influencer affiliations, and algorithmic amplification. Our analysis revealed widespread misinformation and oversimplification. Cortisol was frequently described as the root cause of belly fat, fatigue, and poor performance, while testosterone was portrayed as a panacea for masculinity, energy, and muscle growth. These narratives were commonly used to promote unproven supplements through emotionally charged, fear-based, and aspirational marketing techniques. Many creators offered testimonials or linked to affiliate products, despite lacking robust scientific evidence. Though most platforms have misinformation policies, enforcement was inconsistent, with little flagging of medical inaccuracies. This study highlights the urgent need for improved regulation of online health claims, increased transparency in influencer marketing, and public education on endocrine health. In the era of algorithm-driven misinformation, protecting consumers from pseudo-scientific narratives is vital for evidence-based medicine and public trust.