The pandemic has accelerated our demand for accessible mental healthcare, so it’s only natural that we’re turning to the new ‘Dr Google’ for help.

The 2020s have seen a surge in mental health content across TikTok and Instagram.

The content is a mix of mental health professionals providing explainers and bite-sized morsels of mental health wisdom, and creators sharing their lived experiences with mental illness, working to destigmatise previously taboo conditions such as borderline personality disorder (BPD) or more common conditions like depression and anxiety. 

But not all content creators are as qualified as they claim to be, and while clicking ‘follow’ might be harmless, blindly following mental health advice online could lead to trouble.

The kind of advice you might scroll across on TikTok or Instagram to “Cut toxic people from your life” or “Learn to set healthy boundaries” could be game-changing for the right consumer. 

But if taken the wrong way, without important context, it could work to exacerbate the very problems people are looking to solve in their relationships.

What is a social media therapist?

Mental health content creators are big business. The #mentalhealth tag currently has 17 million posts on TikTok and more than 55 million on Instagram, which includes those sharing their own journeys as well as content from qualified mental health professionals.

The average ‘therapist influencer’ (or psychologist as we tend to call them here in Aus) might be on these platforms with the hope of increasing awareness of mental health conditions and the goal of providing education on concepts usually reserved for those with access to a therapist’s office and the means to pay for it.

With followers in the millions, many social media therapists have worked to popularise mental health jargon, opening the door for a better understanding of concepts like trauma, emotional regulation, and boundary setting.

So, how could it harm our relationships?

Many social media therapists post slides with short, informative captions summarising the fundamentals of different mental health concepts. These tend to be general and informative, intended to broaden mental health literacy. 

But some mental health content creators push the boundaries, getting very specific in their claims, and posting statements that are guaranteed to get clicks but are less likely to be grounded in fact.

While there can be a kernel of truth behind these more clickbait-y posts, they often skip over essential context that could change the very meaning of the message, causing misunderstanding and the potential spread of misinformation.

“Blindly following advice from social media therapists can be harmful, as it’s usually reductive and not personalised to each individual’s unique situation,” says Dr Rebecca Ray (Dr Beck), a clinical psychologist who uses her social platform to educate others and destigmatise conversations about mental health.

With an impressive 96,000 followers on Instagram, Dr Beck knows just how important it is to keep her content educational without crossing any boundaries. 

“Generic advice might lead to misunderstandings or misapplications and without a proper assessment, suggestions that work for one person or relationship might be detrimental to another, causing conflicts and unrealistic expectations,” she explains. 

Reading a short caption about 'toxic' people or 'generational trauma' is not enough to understand the concepts and apply them to your own life, and making big changes to your relationships without personal support from a therapist could leave you feeling isolated and lost. 

What are the benefits of social media therapist content?

Mental healthcare is prohibitively expensive, and even within Australia’s comparably robust mental health system, wait lists can be as long as 12 months for certain specialists. 

Dr Beck says that with mental health information readily accessible online, “it offers convenient and often free access to valuable information, which can be particularly beneficial for those unable to afford traditional therapy.”

Social content introducing people to common mental health conditions can also help people narrow down what type of professional help people should be seeking. 

“Accessing mental health education from a variety of content creators provides diverse perspectives and approaches, increasing the likelihood that individuals will find advice that resonates with them,” explains Dr Beck. 

For example, those who hadn't heard of attention deficit hyperactivity disorder (ADHD) or autism spectrum disorder (ASD) might learn more about the conditions on social media, recognise the signs in themselves, and seek a diagnosis.

There are many positives to broader mental health literacy, and as Dr Beck points out, “It helps normalise discussions around mental health, reducing stigma.” 

Mental health stigma for men and the medical gaslighting of women are very real, and as a result, a lot of people turn to social media for hints on how to cope.

The key to whether it will help or harm really comes down to whether or not the content is evidence-based.

In 2023, Researchers from the Harvard TH Chan School of Public Health embarked on a project working with mental health influencers to harness the potential positive impact of mental health content creators on public health.

Instead of focusing on the widely reported harms of social media use when it comes to mental health, the researchers wanted to explore the potential to harness the power of the platforms for good by providing influencers with education on evidence-based mental health communication and found their interventions were successful.

Why are we seeing so much mental health content now?

“The pandemic significantly increased global stress and anxiety, leading to a higher demand for mental health support,” Dr Beck explains. “With traditional in-person therapy often disrupted, psychologists and counsellors turned to social media to reach and support a broader audience.” 

With so many of our previously in-person appointments shifting online, it’s not surprising that social platforms grew to host more content from mental health professionals trying to reach an increasingly underserved demographic. 

“The pandemic accelerated digital transformation, making social media a vital platform for professionals to share resources, coping strategies, and connect with those in need,” says Dr Beck. 

Are there any safeguards?

The Australian Health Practitioner Regulation Agency (Ahpra) displays some recommendations for psychologists on social media emphasising a need to uphold strict patient confidentiality, and the importance of “not presenting information that is false, misleading or deceptive.” 

But for the most part, it’s left up to the consumer to work out who is out there to educate and who is there to simply build a profile. 

There are some ways to focus your feed on content from mental health practitioners who really know their stuff. 

“Psychologists and counsellors should clearly state that their advice is general and not a substitute for personalised therapy,” says Dr Beck. “They should encourage followers to seek professional help for specific issues and provide disclaimers about the limitations of social media advice.” 

She continues, “Ensuring that content is evidence-based and ethically sound is also crucial. To ensure content is received as intended, it should be clear, concise, and contextually framed to avoid misinterpretation.”

How can we be discerning about the advice we take from social media?

Mental healthcare is designed to be highly personalised, and for good reason. Each of us arrives on the therapy couch with a backpack full of unique lived experiences, maladaptive coping mechanisms, and schemas that determine how our beautiful minds will respond to professional mental health treatment.

Dr Beck recommends taking a critical look at the credibility of the people delivering the content you’re consuming. Checking for relevant qualifications and clinical experience. 

She also warns that “social media should be used as a supplementary resource, not a replacement for professional therapy. It’s essential to cross-reference advice with other reliable sources and consult with a qualified licensed professional for personalised guidance.”

Whether we like it or not, what happens on social media can impact our offline lives in ways both enriching and destructive. And as the lines between our on and offline selves grow more blurry, it’s important to keep our critical thinking caps on when it comes to the advice we take into our lives and relationships.