In 2025, the journal of Health Communication published a study that was described as a theory-driven content analysis of YouTube videos that focused on promoting mental health among college students. The authors of the study applied a psychological theory of behavior that was developed in the 1970’s, called social learning theory, and used this theory to analyze YouTube videos from 88 social media influencers (SMIs) with over 5,000 subscribers. According to the results, distinct communication strategies emerged that were linked to increased user commenting behavior, and the authors argued that these communication strategies explain the impact of SMI’s on college students and provide insights for mental health advocacy on social media.
YouTube And Mental Health Promotion
According to a 2025 report on GlobalMediaInsight.com, over 2.70 billion people worldwide use YouTube every month, it’s the second most visited website after Google.com, and 95% of the global internet population watch YouTube videos. YouTube also has a major role in mental health promotion. A 2021 study in the journal of Computers in Human Behavior Reports found that 20% of teens seeking online information about depression turn to YouTube videos, and a 2025 study in the Journal of Medical Internet Research Mental Health found YouTube to be effective in increasing mental health literacy among adolescents.
The study in the journal of Health Communication described SMIs as relatable and accessible online role models who shared personal experiences and advice on mental health. The authors reported a classification of SMIs ranging from mega-influencers (those with over 1 million followers) to nano-influencers (those with between 1,000 and 5,000 followers) and stated an interesting finding that micro-influences (those with between 5,000 and 100,000 followers) often have more persuasive messaging than mega-influencers.
Applying Social Learning Theory to YouTube Videos
According to a 2025 report on SimplyPsychology.com, social learning theory was developed in 1977 by Albert Bandura and suggests that people learn and acquire new behaviors by observing others. According to this theory, imitation, modeling, and reinforcement are vital aspects to the learning process. The study in the journal of Health Communication used aspect of social learning theory to develop distinct communication strategies that lead to increased commenting behaviors. These strategies were cultivating social presence by fostering interactions, showing group identification with mental health organizations, and promoting engaging narratives. The authors also discussed the importance of providing esteem and network support, as opposed to just information support, but said this last strategy was not correlated with commenting behaviors.
Improving Mental Health Promotion On YouTube
Some experts have expressed concern about the impact of YouTube on the mental health of emerging adults. For example, a 2023 report by the journal of Informatics found that those under the age of 29 who regularly watched content on YouTube were at risk of developing unhealthy parasocial relationships with the content creators and experiencing higher levels of loneliness, anxiety, and depression. However, this report even listed positive aspects of YouTube, including its potential of resources regarding streaming content. In summary, the reach and popularity of YouTube appear staggering, and more young adults are using YouTube to seek information about mental health. As such, the role and impact of social media influencers on the mental health of young adults is ever increasing, which some might view as alarming and/or exciting. Either way, when promoting mental health, SMI’s tend to have the most success in engaging users when they project an engaging social presence that promotes emotional interactions, identify with credible mental health organizations, and utilize engaging narratives and storytelling.
