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BACKGROUND Social media is influential in modelling behavior, establishing norms, and shaping parenting and health-related decision-making. Parents of infants and young children in need of support use social media to share experiences, seek advice and social support on parenting-related issues. However, the information provided on social media regarding infant health and parenting practices has received little attention. Further, infant sleep related information is varied and contradictory. OBJECTIVE This study aimed to explore the type and validity of infant sleep related information accessible to parents by systematically collecting, categorizing, and synthesizing the content available on three social media platforms. METHODS A content analysis demonstrated that the majority of posts on infant sleep related to the marketing of sleep aids or services. Moreover, more than half of the posts were posted anonymously or by individuals without discernible qualifications relating to infant sleep health. RESULTS The results indicate that professionals should work with parents, be cognizant of the sources of information they have access to and offer alternatives to make professional support more accessible. CONCLUSIONS Social media shapes parenting behaviour patterns and influences parenting and health-related decisions. However, the information available to parents on social media may contain misinformation and lack professional guide. Social media can be utilized by public health agencies and professionals to disseminate evidence-based and reliable information. CLINICALTRIAL N/A