For young adults, memorable health advice is increasingly coming from strangers online
· Medical Xpressedited by Sadie Harley, reviewed by Andrew Zinin
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Emily Pfender, an assistant professor in the department of communications at the University of Delaware, is a researcher on a new study in Health Communication. She explains the focus of the research:
What is the focus of your current research, and why is it important?
This study investigates memorable health messages that young adults receive on social media. Our study suggests that young adults now recall health messages from influencers and strangers online rather than from doctors, friends or family members.
What inspired this line of inquiry?
The Theory of Memorable Messages traditionally says that we recall lifelong messages from trusted individuals in our networks. However, our study finds that young people's most memorable health messages are coming from strangers and influencers on social media. Most didn't even follow the influencer, so they came across them only once. Some recalled these messages for more than six years. Memorable messages can last a lifetime.
What are some key findings or developments so far?
Memorable health messages were both problematic and empowering. Some promoted universal health prescriptions like using mouth tape to change the shape of your jaw, drinking 2 cups (16 fluid ounces) of spearmint tea per day to help with PCOS or avoiding seed oils. Others promoted autonomy in health, such as viewing health as holistic and seeing mental health as part of overall well-being.
How could this work potentially impact the field or the wider public?
It changes everything we know about how memorable messages work. The fact that someone's most memorable health message comes from a stranger or influencer who likely has a financial stake in people following their health recommendations and buying their products is alarming.
What are the next steps or upcoming milestones in your research?
Digital health literacy interventions, including social media platforms dedicated to teaching digital health literacy, are crucial. Interventions and training should take the form of short-form content and be posted on TikTok and Instagram. As a content creator myself, I actively share my research findings in this space with more than 34,000 followers. We need more scientists online.
More information
Lili R. Romann et al, Memorable Health Messages on Social Media, Health Communication (2026). DOI: 10.1080/10410236.2026.2714414
Clinical categories
Preventive medicineHealthy livingCommon illnesses & PreventionPsychology & Mental health Provided by University of Delaware Who's behind this story?
Sadie Harley
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