Social Media–Based Brief Video Interventions to Support Youths’ Mental Health

The advent of crowdsourcing platforms in the past decade has revolutionized the way researchers approach the development and testing of mental health interventions. Crowdsourcing platforms serve as digital venues for conducting surveys and gathering information from a pool of individuals willing to complete tasks for small payments. Although the representativeness of participants is limited, given that potential participants who opt in may have a particular interest in or experience with mental illness, crowdsourcing provides easy access to large numbers of young people. Use of these platforms enables rapid data collection from participants with myriad demographic characteristics, facilitating more nuanced understanding of an intervention’s mechanisms of action, moderators, and mediators. These platforms are virtual laboratories and enable researchers to access a diverse, global group of participants, allowing rapid iteration and refinement of interventions before they are widely implemented. This process has particular value in ensuring not only that interventions are effective but also that they resonate with target audiences. This approach has the potential to significantly reduce the risk associated with rolling out untested interventions on social media and other large platforms and instead increase the likelihood that the final content is both effective and well received.

Specifically, the use of crowdsourcing platforms as controlled environments has permitted the iterative testing of social contact–based brief video interventions. Social contact–based interventions stand at the forefront of efforts to combat mental health stigma and encourage help-seeking behavior. By showcasing real-life stories of individuals who have experienced mental health challenges, these interventions foster a sense of connection and empathy among viewers. The power of personal narrative cannot be overstated: it humanizes the abstract concept of mental illness, breaking down barriers of misunderstanding and prejudice. However, research suggests that sympathetic narratives—stories that humanize people who have a mental illness—may paradoxically increase stigma if the viewer does not identify with the person portrayed, which highlights the importance of identity concordance (9). For example, studies have shown that reactions to the same story may differ depending on the racial background or socioeconomic status of the person portrayed in the story (9).

Evidence suggests that social contact–based brief video interventions are particularly effective in altering perceptions of mental health, reducing stigma, and increasing the likelihood of having the intent to seek help when needed (10). These interventions leverage the fundamental human capacity for empathy, making them a potent tool in the ongoing battle against mental health stigma and in the promotion of a more inclusive approach to mental health care.

The transition from controlled testing environments to real-world social media settings is a critical step in the process of evaluating the effectiveness of these interventions. In a recent campaign on Instagram, my colleagues and I posted a 60-second video that had proven in a crowdsourcing study to be effective at reducing stigma. The video garnered substantial engagement, evidenced by almost 1 million views and high numbers of impressions, reach, and link clicks to mental health resources (11). The success of this campaign demonstrates the potential potency of social media as a tool for mental health advocacy, provided that the content is tested and refined to ensure its safety and efficacy. This campaign was the first to test evidence-based content, building on previously tested brief video interventions, in an area that deserves far greater attention.

To help researchers, content creators, and mental health advocates navigate the multifaceted challenges and opportunities in supporting youths’ mental health, I propose a comprehensive range of strategies to enhance the effectiveness of brief video interventions posted on social media platforms. First, exploring (preferably in a laboratory setting) the underlying mechanisms through which brief video interventions influence mental health perceptions and actions could provide valuable insights for crafting more effective messages. This exploration should include efforts aimed at developing a deeper understanding of how youths from a wide range of demographic groups interact with mental health content. These efforts will require creating content that not only is inclusive but also resonates with various cultural, ethnic, and gender identities, filling significant gaps in current intervention strategies.

Second, the effects of these interventions on stigma reduction and help-seeking behaviors, areas that currently lack robust data, require targeted investigation. A paradigm shift is needed: instead of pursuing long-term effects, researchers should take advantage of the immediate change in perceptions. Incorporating ways to provide direct access to mental health services within these interventions could revolutionize the provision of support, ensuring its accessibility. This approach would be a seamless integration, whereby brief social media video interventions not only educate and engage users but also provide direct links or embedded features that facilitate immediate access to mental health services, such as online counseling or crisis support, thereby streamlining the transition from awareness to action. This collaboration would entail a multidisciplinary effort, whereby mental health professionals, content creators, and researchers work in tandem with policy makers and social media platforms. The goal would be to codevelop ethical guidelines and content standards that would safeguard the use of social media in mental health advocacy. Community-driven models could enhance peer support mechanisms within these digital spaces.

Third, implementing protective strategies is essential for enhancing the safety of individuals who present their personal stories on social media. As discussed earlier, personal narratives shared by people with lived experience are a compelling way to connect with and engage youths. These stories can substantially enhance the relatability and impact of content. However, sharing personal experiences online comes with potential risks, such as unwanted exposure and privacy concerns. Mitigating these risks while preserving the authenticity and impact of these narratives can mean using strategies such as voiceovers, pixelated images, or professional actors (with appropriate disclaimers). These strategies not only safeguard individuals’ privacy but also maintain the integrity of their stories. Research supports this approach: in a study where young individuals with psychosis shared their personal stories of distressing experiences and recovery journeys through 2-minute videos that featured either an individual with lived experience or a professional actor who presented their story, both conditions had similarly effective outcomes (12). This finding supports the casting of professional actors for videos as a viable alternative for people who want to share their stories but are concerned about privacy and digital exposure.

Fourth, addressing the pervasive issue of misinformation in social media is crucial to ensure that users have access to accurate and supportive content. Misinformation (e.g., the myths that mental health issues are a failure of willpower and do not require professional help) can deter people from seeking necessary treatment. Social media platforms such as Instagram and TikTok, in collaboration with federal agencies, can play a pivotal role in fighting misinformation by implementing strict content moderation policies, promoting educational campaigns, and facilitating access to reliable mental health resources, thereby empowering users with trustworthy tools and information. Optimizing the user experience to increase engagement with mental health interventions can heighten the impact of such initiatives. Finally, evaluating the scalability and adaptability of these interventions for a global audience could extend their reach, providing support to youths worldwide and marking a significant step toward ensuring that the global community is informed and supportive regarding mental health.

It is crucial to build on these insights and establish mechanisms that educate and guide youths in crafting and sharing content that reduces stigma and elicits positive responses. Empowering young content creators with the knowledge and tools to convey their messages responsibly can amplify the beneficial impact of social media on mental health discourse. Key to this approach is providing clear guidelines on how to share personal narratives with empathy and respect and how to ensure that these resources are easily accessible to all. Such guidance not only helps to create a more informed and sensitive online community but also encourages a mindful approach to discussing mental health, contributing to a culture of understanding and acceptance among young individuals.

Another unavoidable issue is the need to overcome barriers beyond stigma, particularly the availability and accessibility of mental health services for youths. Even if a social media message reduces stigma and motivates individuals to seek help, lack of available services may remain a daunting deterrent or barrier to obtaining help. Initiatives should explore innovative ways to bridge this gap, perhaps by integrating direct links to available online services within social media interventions or advocating for policy changes to increase the availability of mental health resources.

Social contact–based brief video interventions have the potential to destigmatize mental health issues and encourage help-seeking behavior among youths. Furthermore, the exploration of these interventions in controlled environments, such as crowdsourcing platforms, is needed to ensure their safety and efficacy before widespread implementation. However, future steps require rigorous testing and commitment to creating content that is not only representative of youths’ diverse experiences but also engaging and safe. Collaborative efforts among professionals, platforms, and communities are essential to harness the full potential of social media to support youths’ mental health. Prioritizing safety, inclusivity, and evidence-based practices will ensure that brief video interventions posted on social media will cultivate spaces that foster well-being and resilience among young individuals.