Professor Paul Crawford at the Institute of Mental Health joins Dr Ruth Page (Principal Investigator, University of Birmingham) and Dr Michael Larkin (Aston University) in a new ESRC-funded project (ES/Y001966/1) exploring how stories told by social media influencers ('influencers') can help young people or put them at risk as they gain awareness of, and respond to, challenges in mental health.

Knowing how to find and evaluate information about mental health is critical for young people as they navigate life's challenges, especially in the context of social media where there is a wealth of easily accessible information which varies in quality.

Influencers are among the most frequently followed accounts by young people in the UK, with audiences of millions. Mental health is often discussed in the stories that influencers share on social media sites like Instagram, Tiktok and YouTube. These stories are told in short-form videos which convey mental health experiences in distinct and powerful ways through words, music, images and editing effects. Influencer industry is largely unregulated which means that lay persons and professionals alike can offer information about mental health. Little is known about the quality of the mental health information influencers provide and the impact on young people's knowledge, emotions, attitudes and behaviours.

The new project will analyse the stories about mental health offered by influencers and work directly with young people to help them develop strategies to evaluate and respond effectively to this communication. The team will do this in collaboration with the McPin Foundation, developing evidence-based resources for young people and those who support them (peers, families, educators).

Dr Ruth Page comments: “Our project has set the needs of young people at its heart and we look forward to working with them, key charities and mental health professionals to tackle this important topic.”

The research comes at a time when regulation of influencer communication has become a matter of parliamentary concern. There is little consensus about how best to address the risks to and opportunities for young people's mental health in this context and this new research will explore solutions so young people can use social media in a safe and helpful way. The project will generate knowledge which will be useful to educators, families and groups who support young people's mental health; the analyses will also provide insights to support sensitive and appropriate policy-making around influencers and health communication. The outcomes of this research will be shared with national and international audiences through publications, conferences and workshops.