Online influencers are fueling concerns about low testosterone levels among healthy young men, with many promoting hormone tests and treatments as essential for achieving traditional notions of masculinity. A recent study published in the journal Social Science and Medicine has found that social media platforms such as TikTok and Instagram are being used to aggressively target this demographic.
Researchers analysed high-impact posts on these platforms and discovered that influencers were framing normal variations in energy, mood, libido, or ageing as signs of pathology, leading young men to perceive themselves as inherently deficient. This, in turn, fuels lucrative markets for pharmaceuticals, supplements, and medical devices, often with limited clinical benefits.
The study's lead author notes that this phenomenon contributes to the medicalisation of masculinity, reinforcing a narrow idealised model while marginalising non-traditional or diverse expressions of gender. Testosterone naturally declines with age, but lower levels can also be linked to factors such as type 2 diabetes, obesity, and certain medications.
The posts often targeted younger, fit men and contained messaging aligned with the "manosphere" – online communities that circulate ideas about male superiority. In this narrative, so-called "alpha men" are promoted as dominant, sexually successful, and physically powerful, with testosterone positioned as the key to achieving this status.
Experts warn that routine screening for low testosterone in asymptomatic men is not supported by guidelines, and testing should only be done when symptoms such as delayed puberty or reduced libido are present. The study found that 72% of social media posts had financial interests, such as selling testosterone tests or supplements, or were sponsored by industry.
Critics argue that online influencers with no health qualifications can make unsubstantiated claims about testosterone levels and sell products without consequences. A single test can only provide a snapshot of testosterone concentration at a given time and does not diagnose medical conditions.
The study's findings highlight the need for caution when promoting hormone tests and treatments, particularly among healthy young men. Experts urge people to seek advice from appropriately trained medical professionals rather than relying on social media influencers or online marketing campaigns.
Researchers analysed high-impact posts on these platforms and discovered that influencers were framing normal variations in energy, mood, libido, or ageing as signs of pathology, leading young men to perceive themselves as inherently deficient. This, in turn, fuels lucrative markets for pharmaceuticals, supplements, and medical devices, often with limited clinical benefits.
The study's lead author notes that this phenomenon contributes to the medicalisation of masculinity, reinforcing a narrow idealised model while marginalising non-traditional or diverse expressions of gender. Testosterone naturally declines with age, but lower levels can also be linked to factors such as type 2 diabetes, obesity, and certain medications.
The posts often targeted younger, fit men and contained messaging aligned with the "manosphere" – online communities that circulate ideas about male superiority. In this narrative, so-called "alpha men" are promoted as dominant, sexually successful, and physically powerful, with testosterone positioned as the key to achieving this status.
Experts warn that routine screening for low testosterone in asymptomatic men is not supported by guidelines, and testing should only be done when symptoms such as delayed puberty or reduced libido are present. The study found that 72% of social media posts had financial interests, such as selling testosterone tests or supplements, or were sponsored by industry.
Critics argue that online influencers with no health qualifications can make unsubstantiated claims about testosterone levels and sell products without consequences. A single test can only provide a snapshot of testosterone concentration at a given time and does not diagnose medical conditions.
The study's findings highlight the need for caution when promoting hormone tests and treatments, particularly among healthy young men. Experts urge people to seek advice from appropriately trained medical professionals rather than relying on social media influencers or online marketing campaigns.
it's wild how easily influencers can make $$$ off low testo levels but like isn't that just perpetuating a toxic narrative? 
we need to be careful what we're consuming online and question why certain products are being promoted. i'm all for self-care but let's not forget that medical advice should always come from qualified docs 
I'm so concerned about these online influencers pushing a toxic message of low testosterone being the key to traditional masculinity... Interesting how they're making money off this narrative, though 
. It's crazy that 72% of their posts had financial interests, it's like they're more interested in selling products than promoting health 
. We need to be careful not to fall for these unsubstantiated claims and instead talk to a doc who knows what's up 
.
. Newsflash: testosterone levels naturally decline with age, but it's not the end of the world! It's like that one friend who used to be super into playing video games, now he's more into gardening 
. You gotta chill out and not freak out about every little thing. And what's up with these "alpha men" promoting testosterone as some kind of magic elixir? It's just a bunch of hooey 
! We need to get back to reality TV shows like "Portlandia" where they're making fun of our absurd societal norms 
, not peddling fake solutions to young guys.
.
. They're not doctors or experts, but they're raking it in with their testosterone tests and supplements 
.
. These young blokes deserve better than to be sold a false narrative about their hormones 
. Let's just hope some sense comes of this and these influencers start being held accountable for the misinformation they're spreading 
.
. Like, who tries to sell supplements to 20-somethings without even knowing what's going on? 
. We should be promoting healthy lifestyles and self-care, not trying to fit into some narrow ideal of what it means to be a man 
. 
. They're literally creating this toxic narrative around low testosterone levels and masculinity, and it's having serious consequences 
.
It's not just about the health benefits; it's about perpetuating a narrow definition of masculinity that excludes anyone who doesn't fit into this "alpha male" mold 
. And honestly, who gets to decide what's normal and what's not? 
.
. Not just because the influencers say so or because it sounds cool on social media 
. Let's get real about what's good for us, and let's not fall for these overhyped treatments that promise the world 
.
?! I need some real experts advising me here, not some dude with a selfie game 
. Can we please just be normal again and stop trying to fit this weird mold of masculinity?
! They're creating this toxic narrative where if you don't have high testosterone levels, you're somehow "deficient" and need to take medication 
?
.
.
I'm really worried about what these online influencers are putting into our heads... They're making it sound like we need all this stuff to be "real men" and it's not even true! 
And all this stuff they're selling to us for "testosterone" is just a bunch of hooey. 
. They're basically preying on dudes' insecurities and selling them junk products 
it's time to rethink our standards and prioritize actual, well-rounded men who don't need a bunch of hormones to feel confident 
, it's sus. Influencers on TikTok and Instagram are literally selling us a narrative that we need to be "alpha" men, and that's just not true 
. Let's just be real, guys – testosterone levels fluctuate with age and lifestyle changes, not because we're somehow "broken" 
.
. Can't we just chill out and be ourselves without the pressure of meeting some arbitrary ideal? 
. I mean, testosterones levels do drop with age but that doesn't make you any less of a person 
. and can't we just talk about actual health and wellness instead of just peddling supplements and tests? 
. I think our youth are smart enough to see through all the hype, but still... we gotta be mindful of who we trust with our health info