If social media affects everyone, why does gurl core focus specifically on tween girls?

The answer is rooted in the research. Studies consistently show that tween girls not only use social media at higher rates than boys, but also face a greater risk of developing negative self-esteem, body image concerns, and other mental health challenges associated with social media use.

While boys and non-binary tweens are certainly affected by social media, the strongest body of research currently focuses on tween girls. Research on non-binary tweens, particularly those between ages 9 and 12, remains limited, highlighting an important gap that future research should address.

Comparison to curation

The tween years, roughly ages 9 to 12, are one of the most influential stages of identity development. Around ages 9 and 10, mental health professionals say that tweens naturally begin comparing themselves to others and categorizing themselves as either "good" or "bad."

For today's girls, that comparison no longer stops at classmates or friends. They are comparing themselves to millions of carefully curated images on social media every single day.

That is precisely how self-esteem issues begin.

Girls face unique pressures online

Research shows that tween girls use social media at higher rates than boys their age. Black and Hispanic or Latina girls also report higher screen time than their white peers. These disparities highlight how race, ethnicity, and gender intersect to shape different online experiences.

Not all social media content is created equally. Girls are far more likely to encounter appearance-based content. AI Beauty filters, influencer marketing, unrealistic beauty standards, 12-step skincare routines, makeup tutorials, and "Get Ready With Me" videos all reinforce the idea that appearance is something to evaluate and improve constantly.

The more girls engage with appearance-based content, the more similar content social media algorithms recommend to them. Over time, this reinforces unrealistic beauty standards and makes questioning them even harder.

Research has linked social media use among girls to higher rates of severe depression, social anxiety, body dysmorphia, eating disorders, and addiction. One of the most common ways these challenges begin is through repeated appearance-based comparison.

Body dysmorphic disorder is characterized by obsessive thoughts that some aspect of one's appearance is flawed, often leading to constant comparison, mirror checking, and emotional distress. While not every girl who uses social media will develop body dysmorphia, the research points to a clear pattern: repeated exposure to unrealistic beauty standards can shape how girls see themselves.

When comparison becomes part of everyday life, it becomes increasingly difficult to separate self-worth from appearance. That is why teaching girls to question what they see before they internalize it is so important.

The gurl core perspective

gurl core exists because girls deserve the tools to question what they see before comparison becomes part of how they see themselves.

The goal is not to tell girls to avoid social media. It is to help girls recognize manipulation, think critically about the content they consume, and protect their self-esteem while growing up in a digital world.

Sources & further reading

• The Common Sense Census: Media Use by Tweens and Teens: National study on tween and teen media use, including device ownership, social media habits, screen time, and demographic differences across gender and race.

• Tweens, Teens, Tech, and Mental Health: Coming of Age in an Increasingly Digital, Uncertain, and Unequal World: Common Sense Media report examining the relationship between digital technology and adolescent mental health, including why girls and adolescents of color may be more vulnerable to negative mental health outcomes.

• Children, Teens, Media, and Body Image: Common Sense Media report exploring how appearance-based content, social media, and beauty standards affect young people's body image and self-esteem.

• Rising Dysmorphia Among Adolescents: A Cause for Concern: Overview of body dysmorphic disorder in adolescents, including symptoms, appearance-based concerns, and the growing influence of social media on body image.

• Teens and Mental Health: How Girls Really Feel About Social Media: Common Sense Media report exploring girls' experiences on social media, including appearance pressures, platform use, mental health, and how girls themselves describe the impact of social media on their lives.