For many who received a questionable sex education in school, social media has become a safe way to learn more about sex and sexual health.
Sex worker Kayla Jade, sexologist Juliet Allen and podcaster Abbie Chatfield are just some local influencers, or sexfluencers, posting on platforms like Instagram and Tiktok.
There are also medical practitioners sharing health information, and everyday people speaking about their lived sexual experiences — including those from diverse and minority communities who previously haven't had a platform, Alexandra James says.
She's a research fellow from the Australian Research Centre in Sex, Health and Society at La Trobe University.
"Digital spaces are very much a go-to for anything that is taboo and even health," Dr James says.
"People feel safe to learn in this online, anonymous environment."
She says many sexfluencers are "relatable", able to break taboo and shame, and focus on traditionally absent topics such as female pleasure.
And while the rise of sexfluencers is neither positive or negative according to Dr James ("I think it just 'is'"), having the digital literacy to responsibly and critically consume the content is key.
Changing the conversation around sex
Sexfluencers are playing a role in the "democratisation of sex", says Dr James, meaning, it is accessible to everyone.
"[We are seeing a focus] on pleasure — female pleasure especially, which for so long has been absent or neglected," Dr James says.
"And diversity in general in terms of different types of bodies and abilities."
She says professionals such as pelvic floor physiotherapists bringing attention to female sexual health has also been a positive of sexfluencing.
"Some of these experts are also working to combat other less evidence-backed information."
Kassandra Mourikis, a sex therapist based in Naarm/Melbourne, says there are conversations about exploring pleasure in diverse ways, for example, bringing kink more into the mainstream.
"We are hearing about different types of relationships … it might be open relationships or relationship anarchy."
She says there are also increasing discussions around masturbation and sex toys.
"Part of that increase is sexual wellness brands showing footage of vibrators and discussing their benefits, dispelling myths."
Anyone can be a sexfluencer
People from a diverse range of communities sharing their lived experience has been an encouraging shift, says Ms Mourikis.
"Like fat activists talking about sex and pleasure for people in larger bodies, or black and brown people taking up space in a white-dominated area.
"I really appreciate seeing disabled and neurodivergent and chronically ill people sharing their experience and giving tips and skills for navigating casual sex and dating — in a way that sex educators have totally missed."
Being aware that the influencer space is largely self-regulated, however, is helpful to remember when consuming content, says Ms Mourikis.
"There are risks around people giving advice they are not actually qualified to give."
Even trained professionals can have their limitations, Ms Mourikis says.
"Just because you have the knowledge and training, doesn't mean you are exempt from perpetuating stereotypes," she says as an example.
How to tell the good from the bad
While content creators and the platforms they share on have a responsibility to produce content that is accurate, ethical and responsible, Ms Mourikis says we as users can also protect ourselves from misinformation and harmful advice.
"Who is benefiting from this perspective? Who is being impacted and excluded here?
"Be cautious of people selling you a quick fix."
Other key questions to keep in mind include:
- Is the influencer making it clear this is their own lived experience?
- Have they spoken to experts or read literature they are making more digestible for their audience? Is that expertise referenced?
- Do they also encourage you to seek professional advice?
- Are they trying to sell you something?
Ms Mourikis says it can be useful to bring up things you've seen with a partner, friends and other people in your community to gather a range of perspectives.
"If you are working with a sex therapist, or have a GP that you trust and has an understanding of sexual health, ask them about it."
For the most part, Dr James says people are quite good at traversing online spaces and sorting through different types of information.
"We did a study with young people and they we were really able to describe 'If I want statistics or factual information, I know which organisations to go to'.
"But if they want something relatable, that makes them think about who they are and where they sit, they will go to alternative forums."
She adds when people are curious about something, they will generally continue to search for it, being able to crosscheck information with multiple sources.
Ms Mourikis says there will always be value in sexfluencing, but because we are "flooded" with so much content, it does open the door to misinformation and overwhelm.
"It requires a bit of treading through the garden with caution and cutting out the thorns."
