The impact of Instagram and TikTok parenting trends on real-life parenting
It used to be that new parents turned to their own moms, a baby book, or the clinic sister for advice. Today? It’s more likely they’re scrolling Instagram or TikTok for tips on breastfeeding, sleep training, or that oh-so-perfect nappy caddy.
While social media has opened up a world of support and information for new moms and dads, it’s also changing the parenting landscape – sometimes for better, and sometimes for worse.
“We’re seeing a shift in how South African parents approach raising their babies,” says Sr Londe, independent midwife and spokesperson for Vital Baby, a brand focused on supporting real, everyday parenting. “Social media gives parents access to a global village of advice, hacks, and product recommendations – but it can also lead to comparison, pressure, and even confusion about what’s best for their baby.”
Platforms like Instagram and TikTok are full of aesthetic nursery tours, toddler lunchbox ideas, and clever parenting hacks. Hashtags like #newmomlife, #gentleparenting, or #mumtok generate millions of views. While many of these videos are made by well-meaning parents sharing what works for them, they can unintentionally set unrealistic expectations.
“There’s nothing wrong with watching other moms for inspiration,” says Sr Londe. “But every child – and every parent – is different. Social media doesn’t always show the tough moments: the sleepless nights, the tantrums, or the mental load of parenting.”
Not all of it is negative. For many new parents, especially in isolated or rural areas, parenting influencers and online groups provide a vital sense of community. From breastfeeding tips to baby-led weaning videos and postpartum mental health discussions, social media has helped normalise many once-taboo parenting topics. It’s also allowed South African parents to learn from others around the world – and realise that challenges like colic, sleep regression, or picky eating are universal.
“We love how social media has helped parents feel less alone,” adds Sr Londe. “With our monthly collaboration ‘Ask The Midwife Live’ on Vital Baby’s Instagram, we are creating a great platform for expecting and new parents to get reliable advice and support.”
The constant highlight reel of perfectly dressed babies and spotless homes can leave new parents feeling like they’re falling short. It’s easy to forget that behind every adorable baby milestone video, there may be a mountain of laundry, a crying fit, or a mom who hasn’t had coffee yet.
Social media can also lead to information overload, with conflicting advice on everything from sleep training methods to first foods.
“As a brand, Vital Baby always encourages parents to do what feels right for them,” says Sr Londe. “There’s no one-size-fits-all when it comes to raising babies. Trust your instincts and don’t let social media make you feel like you’re not enough.”
So how can parents benefit from social media without letting it overwhelm them?
- Curate your feed: Follow accounts that uplift you, not ones that make you feel inadequate.
- Use trusted sources: Check if advice is backed by health professionals or credible organisations.
- Take breaks: Step away from the scroll and focus on your baby, your way.
- Celebrate your real moments – not just the picture-perfect ones.
Vital Baby, known for its award-winning range of weaning, feeding, hygiene, and sleep products, believes in supporting real parenting – messy, beautiful, exhausting, and rewarding. Whether you found them in a shop or saw them in a mom’s TikTok video, the focus remains the same: practical products for real families.
“We believe there’s no right way to parent, just your way,” Sr Londe concludes. “And no matter what the algorithm says – you’re doing just fine.”
Catch Sr Londe live monthly on @vitalbabysa
- How Social Media is Changing the Way South African Parents Raise Their Babies - July 2, 2025
- Postpartum Depression – Why So Many Suffer in Silence - May 5, 2025
- Financial Tips for Expecting Parents - February 12, 2025
I found this article very relevant and informative, thanks for sharing this 🙂