Social media influencers shape memorable health messages for young adults

Emily Pfender, assistant professor in the department of communications at the University of Delaware, is a researcher on a new study in Health Communication. She explained the focus of the research: 

What is the focus of your current research, and why is it important?

This study investigates memorable health messages that young adults receive on social media. This is important because our study suggests that memorable health messages are now being recalled from influencers and strangers online, rather than trusting doctors, friends, or family members.

What inspired this line of inquiry?

The Theory of Memorable Messages traditionally says that we recall lifelong messages from trusted individuals in our networks. However our study finds that young people's most memorable health messages are coming from strangers and influencers on social media. Most didn't even follow the influencer, so they came across them only once. Some recalled these messages for 6+ years. Memorable messages can last a lifetime.

What are some key findings or developments so far?

Memorable health messages were both problematic and empowering. Some promoted universal health prescriptions like using mouth tape to change the shape of your jaw, drinking 2 cups of spearmint tea per day to help with PCOS, or avoiding seed oils. Others promoted autonomy in health such as viewing health as holistic and seeing mental health as a part of overall well being.

How could this work potentially impact the field or the wider public?

It changes everything we know about how memorable messages work. The fact that someone's most memorable health message comes from a stranger/influencer who likely has a financial stake in people following their health recommendations and buying their products is alarming. 

What are the next steps or upcoming milestones in your research?

Digital health literacy interventions, including platforms on social media dedicated to teaching digital health literacy are crucial. Interventions and training should take the form of short form content and be posted on TikTok and Instagram. As a content creator myself, I actively share my research findings in this space with a following of over 34,000 followers. We need more scientists online.