A Novel Instagram Intervention for College Students Who Binge Drink

The current study tested the feasibility and acceptability of a novel, Instagram-based intervention designed to reduce alcohol use and promote mindfulness and protective behavioral strategies among young adults who binge drink.

Participants were 50 college students with active Instagram accounts who reported regular binge drinking over the past 3 months. Participants followed the Instagram intervention page for forty-two consecutive days. Intervention content contained at least one of the following motivational interviewing or cognitive behavioral therapy techniques: affirmations, norm referencing, protective behavioral strategies, and mindfulness exercises. Participants were instructed to 'like' the study posts as they appeared on their newsfeed. Some participants were exposed to additional story posts ('Stories') during the intervention. Feasibility was measured using retention rates. Acceptability of intervention content was measured using 5-point Likert scales across six dimensions. Alcohol consumption, alcohol-related consequences, protective behavioral strategies, and mindfulness practices were assessed before and after the intervention.

Over half of eligible participants (61.4%) completed the baseline survey. The vast majority of participants (98%) followed the study Instagram page at baseline. Of those who followed the study page, all stayed followed for the intervention duration. Most participants completed the mid-intervention (90%) and post-intervention (84%) surveys. Participants rated the intervention as moderately-to-very acceptable. Preliminary analyses indicate post-intervention decreases in past-month total drinks, drinking days, binge drinking episodes, and mindfulness practices.

Data support the feasibility and acceptability of delivering this intervention to college students. Future directions include testing intervention efficacy, increasing engagement, and optimizing dose.