A centuries-old food once central to the Aztec diet has resurfaced as the latest wellness craze on TikTok, with the so-called “chia seed challenge” claiming to deliver rapid weight loss, better digestion, and improved gut health. While chia seeds are widely recognized for their nutritional value, health experts warn that much of the viral content promoting them online may exaggerate benefits or oversimplify the science.
The tiny black-and-white seeds have long been popular in health-conscious diets, but their renewed fame is being driven by social media influencers and even artificial intelligence–generated videos. With tens of millions of posts praising chia as a near-miracle solution for weight loss and internal health, dieticians and media experts are urging users to separate evidence-based advice from digital hype.
What Are Chia Seeds?
Chia seeds come from Salvia hispanica, a purple-flowering plant native to Mexico. Over recent decades, the crop has also been introduced to parts of Australia, including the Northern Territory, Queensland, and Western Australia’s Ord Valley in the Kimberley region.
Highly valued for their nutritional density, chia seeds are rich in omega-3 fatty acids and are commonly used in smoothies, overnight oats, puddings, and homemade jams. Available widely in supermarkets, they are sold in both black and white varieties, which offer the same nutritional benefits.
Nutritional Benefits Backed by Science
According to Dr Amelia Harray, a dietician at the University of Western Australia, chia seeds genuinely deserve their reputation as a healthy food but not as a “quick fix.”
“Like many nuts and seeds, chia seeds are absolutely superfoods,” Dr Harray said. “They are about 24 per cent protein and are considered a complete protein, meaning they contain all nine essential amino acids.”
She added that chia seeds are particularly high in dietary fibre, with roughly 33 per cent of their composition made up of both soluble and insoluble fibre. This fibre supports gut health, helps lower cholesterol levels, reduces the risk of heart disease, and contributes to a feeling of fullness, which can aid appetite control.
However, Dr Harray cautioned against sudden overconsumption, especially for people who typically eat a low-fibre diet.
“If someone goes from very little fibre to consuming a lot of chia seeds very quickly, they may experience abdominal discomfort,” she said, noting bloating and cramps as common side effects of a rapid increase.
Soaked or Unsoaked: Does It Matter?
One of the most common claims circulating online is that chia seeds must be soaked before eating to “activate” their nutrients. Dr Harray dismissed this as a myth not supported by scientific evidence.
“You don’t need to soak chia seeds to get their nutritional benefits,” she said. “That’s something I’ve seen frequently on social media, but it’s not backed by research.”
Chia seeds absorb liquid and swell into a gel-like texture when soaked, which many people find beneficial for digestion. However, sprinkling them dry over foods such as yoghurt or cereal is also safe and nutritious.
That said, Dr Harray warned against swallowing dry chia seeds by the spoonful, as they can expand in the throat and pose a choking risk. Overall, she stressed that the best way to eat chia seeds is simply “in a way you enjoy.”
Social Media Hype and the ‘Wellness Loop’
Professor Tama Leaver, an internet studies expert at Curtin University, said the viral spread of chia seed content fits into what he describes as the “wellness loop,” where health products repeatedly trend online with inflated claims.
“Some creators stick close to legitimate health advice,” he said. “But others push it to the extreme, presenting chia seeds as a miracle cure for everything related to gut health.”
He warned that many influencers exaggerate benefits to attract views and revenue, rather than to promote accurate health information. “That’s their business model,” he said. “It’s not grounded in medical knowledge, and that’s where the real risk lies.”
Rise of AI-Generated Health Content
Professor Leaver also raised concerns about the growing use of artificial intelligence in producing wellness videos. AI-generated content can be created in seconds, often featuring authoritative-sounding voiceovers that may mislead viewers.
“We can’t take anything at face value,” he said, recalling how several AI videos he encountered promoted chia seeds as a permanent solution for gut health.
He urged social media users to verify health claims by checking the credibility of creators, reviewing their content history, and questioning their motivations. “Do some contextual checking,” he advised. “Ask who’s making the claim and whether they’re qualified or just trying to make money.”
While chia seeds are undeniably nutritious and can support a balanced diet, experts agree they are not a magic solution for weight loss or digestive health. As with many viral wellness trends, moderation, evidence-based guidance, and critical thinking remain essential especially in an online landscape increasingly shaped by algorithms and artificial intelligence.