How Do Social Media Influencers Support College Students' Mental Well-Being? A Theory-Driven Content Analysis of YouTube Videos on Mental Health

Grounded in social learning theory, this study investigates the impact of social media influencers (SMIs) on the mental well-being of college students through YouTube videos. By analyzing 115 videos from 88 influencers with over 5,000 subscribers, this study identifies distinct communication strategies tied to influencer attributes. Notably, findings reveal that strategies such as cultivating affective social presence, showing identification with friends and mental health organizations, and incorporating narrative evidence, are positively linked to increased user commenting behavior. The study also examines variations in strategy use across gender and influencer tiers, with micro-influencers excelling in employing most of these effective strategies. Emphasizing the pivotal role of SMIs, as observational learning role models, this research sheds light on their influence in fostering supportive online communities that encourage open dialogue and reflective learning on mental health. The implications can extend to the field of digital health communications.