the challenge of health misinformation online
in today's digital age, misinformation and misleading health claims are widespread on social media, making it increasingly difficult for young people to access reliable health information.
to address this, the u.s. surgeon general recommends that health professionals:
1. educate and engage patients and the public.
2. use social media to share accurate health information.
3. partner with community organizations to tackle misinformation.
young people, who are highly active on social media but less likely to engage with traditional health communication channels, are particularly vulnerable to misinformation.
meeting young people where they are
compared to previous generations, today’s youth rely more heavily on online sources for health information. according to the 2024 australian youth digital index, 82% of young people aged 14 to 24 seek health information online. however, they often struggle to distinguish credible sources from misleading content, leaving them at risk of consuming inaccurate health advice.
despite their reliance on social media, young people report a lack of engaging and trustworthy health content on the platforms they use most. this highlights the need for health professionals to adopt social media strategies that resonate with young audiences.
best practices for social media health communication
to improve the effectiveness of social media health communication, a co-design process involving young people (aged 18–24) and professional health communicators was conducted across three workshops. additionally, three youth co-researchers, including a social media influencer with 67,000 followers, contributed to the project to ensure a youth-centered approach.
here are five key recommendations derived from this process:
1. involve young people
while young people trust health professionals for accurate information, they prefer receiving messages from their peers in a relatable and engaging style.
how to implement:
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collaborate with young individuals to deliver health messages.
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seek regular input from young people on social media content.
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example: a tiktok video by nsw health featuring a relatable young person resonated well with youth due to its authentic and youthful tone.
2. tailor content to young audiences
health messages should be clear, relevant, and easy to act upon, considering young people’s health literacy and social contexts.
how to implement:
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use simple language and direct calls to action.
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ensure messages are easily digestible and actionable.
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example: an instagram post by queensland health stood out for its straightforward language and compelling call to action.
3. capture attention quickly
since young people scroll quickly through social media, health content must grab their attention instantly.
how to implement:
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use eye-catching visuals and strong hooks.
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keep text minimal and link to more information.
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example: a post by sa health was effective due to its vibrant design and concise messaging, prompting young people to explore further details.
4. use engaging and trend-driven strategies
young audiences expect entertaining and trending content—even from health professionals.
how to implement:
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work with influencers to amplify health messages.
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incorporate humor, memes, and popular social media trends.
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example: a tiktok by dr. idz used trending platform features like “stitching” and “greenscreen” to present reliable health information engagingly.
5. foster two-way engagement
young people want health professionals to interact with them rather than just broadcast messages.