Ephemerality as Stigma in Algorithmic Contexts: Moderation and User-Driven Deletion of Nonsuicidal Self-Injury Content on TikTok

Social media increasingly serves as important spaces for mental health information seeking and peer support, especially for individuals facing barriers to traditional care. Although nonsuicidal self-injury is frequently discussed on social media, there is limited understanding of the factors that influence the visibility of this discourse. We analyzed 973 videos related to nonsuicidal self-injury on TikTok to examine the prevalence and characteristics of posts that become unavailable (i.e., ephemeral) over time, whether due to user deletion or platform removal. Videos that used addiction-related language, included trigger warnings, or depicted scars were significantly associated with ephemerality. These findings highlight how anticipated stigma (user deletion) and enacted stigma (platform moderation) contribute to the disappearance of nonsuicidal self-injury discourse. By identifying which expressions are most vulnerable to ephemerality, this study extends stigma theory to algorithmic contexts and underscores the consequences for recovery-oriented and harm reduction–focused support online.