Influencers linked to the online “manosphere” are persuading healthy young men that normal fluctuations in energy, mood or libido are signs of low testosterone, according to new research that warns of a growing “medicalisation of masculinity”.
The study, published in Social Science and Medicine, analysed 46 high-impact posts on TikTok and Instagram, reaching a combined audience of more than 6.8 million people. Researchers found that influencers and wellness companies frequently promoted testosterone testing and treatment as essential to being a “real man”, despite routine screening being medically unwarranted for most young men.
The lead author, Emma Grundtvig Gram, a public health researcher at the University of Copenhagen, said influencers often framed ordinary experiences — such as tiredness, stress or changes in libido — as medical problems. This, she argued, encourages men to see themselves as deficient and in need of intervention, creating demand for tests, supplements and hormone treatments with little proven benefit.
The research found that many posts echoed manosphere narratives that promote an “alpha male” ideal of dominance, sexual success and physical power, positioning testosterone as the key to achieving this status. Gram said this showed testosterone marketing was not just about health, but embedded in wider cultural ideas about gender and power.
Medical experts not involved in the study said the findings were concerning. Prof Ada Cheung, an endocrinologist at the University of Melbourne, said routine testosterone screening in asymptomatic men was not recommended by clinical guidelines. Symptoms often blamed on low testosterone were non-specific and commonly linked to stress, anxiety, depression or lifestyle factors, she said.
Unnecessary testing or treatment carries risks, including infertility, cardiovascular problems and masking underlying conditions. The study found that 72% of analysed posts had financial interests, such as selling tests, supplements or treatments, often without clear disclosure.
Prof Oliver Jones of RMIT University added that a single testosterone test provides limited information and cannot diagnose a medical condition. “It’s just a number,” he said, noting that hormone levels vary widely between individuals and throughout the day, and require clinical context to interpret properly.
