Knowledge and Expertise in the Digital Age: How People Engage With Sex Advice on TikTok

The proliferation of sexual discourses in the digital age, accompanied by ongoing media panics over the perceived adverse effects of online sexual content, reflects persistent societal tensions about technology’s role in shaping sexual norms. While previous research has examined the spread of sexual advice on social media, there is limited understanding of how users engage with and reshape this advice. This study addresses this gap by analyzing how TikTok users interact with sex experts through a qualitative content analysis of top videos and their most-liked comments (n = 500). Our analysis reveals 4 mechanisms by which users engage with sexual advice: (1) challenging and validating expert authority, (2) collaboratively co-producing knowledge, (3) debating norms of intimacy and pleasure, and (4) finding and sharing emotional support and solidarity. Through these interactions, expertise on TikTok becomes a collective and evolving form of knowledge production.