Individuals who engage in non-suicidal self-injury (NSSI) may turn to social media platforms in order to gather tips, seek validation, or look for social support from others who also engage in this behavior. In the present study, we examined posts, pictures, and memes on the social media platform Tumblr, in order to ascertain what self-injury related content is posted, and how it is being utilized. We used thematic analysis to develop themes from posts resulting from six search terms including (1) self-injury, (2) self injury, (3) self-harm, (4) self-hate, (5) self-destruction, and (6) self-injurious behavior. Several themes were consistent in Tumblr posts generated through these search terms. These themes included depression, which was the most pervasive theme, self-harm, the self-harm recovery process, and addiction-related content. An additional theme was in relation to resources for professional and non-professional help, which gave insight to why individuals who engage in self-injury may look to and post on Tumblr.