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Social Media Posts to Encourage In-Person Connections: Online Experiment With Young Adults
Allison J Lazard1, Tara Licciardello Queen2, Mirian Avendaño-Galdamez3
1Hussman School of Journalism and Media, University of North Carolina at Chapel Hill, Chapel Hill, North Carolina; Lineberger Comprehensive Cancer Center, University of North Carolina at Chapel Hill, Chapel Hill, North Carolina.
Summary
Video social media posts effectively encourage in-person social interactions among emerging adults. Messages featuring peers, whether socially connected or lonely, significantly boost engagement and positive reactions, highlighting their potential for intervention delivery.
Area of Science:
- Social Psychology
- Public Health Communication
- Digital Intervention
Background:
- Emerging adults face high rates of loneliness and associated health risks.
- Lower subjective social status exacerbates these health risks.
- Evidence-based interventions are needed to promote social connection.
Purpose of the Study:
- To optimize intervention messages for video social media.
- To encourage in-person social interactions among emerging adults.
- To test the effectiveness of different visual and message framings.
Main Methods:
- Online experiment with 1,103 young adults (18-29 years) of lower subjective social status.
- Random assignment to video conditions: socially connected peers, lonely peers, safe spaces, or control.
- Intervention conditions tested peer vs. institutional message framing.
Main Results:
- All intervention videos increased perceived message effectiveness for social interaction compared to control.
- Connected and lonely peer videos enhanced perceived social presence and relevance.
- Connected peer videos increased positive affect; lonely peer videos increased identification and negative affect.
Conclusions:
- Video social media posts are a promising channel for intervention delivery to young adults.
- Visuals of peers (connected or lonely) are crucial for positive message reception.
- Peer-focused video content effectively encourages in-person social interactions.
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