An Examination of TikTok Fitness Content and Its Motivational Impact on University Students

Social media is a key source of exercise inspiration for college students, yet research examining fitness influencers’ motivational approaches and the impact of “fitspiration” content on users is limited. This study involved 1) a content analysis characterizing the motivational approaches of videos (N = 71) by fitness influencers promoting strength training on TikTok, and 2) an examination of college students’ (N = 146) exercise intentions, self-efficacy, and motivation after watching 10 TikTok videos. Results revealed progress/accomplishment (44%), appearance/aesthetics (31%), and strength/fitness (30%) were the primary exercise benefits promoted by influencers. A majority of videos used introjected (39%) or external (23%) regulation. Students reported significant improvements in exercise intentions (t(145)=5.04, p < .001) and self-efficacy (t(145)=5.89, p < .001) after viewing TikTok content. Additionally, participants reported greater enjoyment and more positive body image perceptions after watching videos promoting autonomous motivation, whereas videos characterized as using controlled motivation were linked to higher intentions to exercise. Future research should explore avenues for collaboration between exercise researchers and TikTok content creators to promote content that is appealing to users and employs evidence-based approaches for optimizing exercise motivation and engagement.