Protecting, Promoting, and Supporting Breastfeeding on Instagram

This study aimed to systematically determine if and how breastfeeding is promoted and supported on the popular social media platform Instagram. The paper found that Instagram is being mobilized by users to publicly display and share diverse breastfeeding‐related content and to create supportive networks that allow new mothers to share experiences, build confidence, and address challenges related to breastfeeding. Discussions were overwhelmingly positive and often highly personal, with virtually no antagonistic content. Very little educational content was found, contrasted by frequent depiction and discussion of commercial products. It concluded that Instagram is currently used by breastfeeding mothers to create supportive networks and could potentially offer new avenues and opportunities to “normalize,” protect, promote, and support breastfeeding more broadly across its large and diverse global online community.