A recent article published by Psychiatric Times and authored by Jessica Walters discussed the findings of a new study that found that young adults viewing social media posts created by influencers involving alcohol were significantly more likely to desire to drink alcohol. The study, carried out by researchers from Rutgers Health and Harvard University, was recently published in the peer-reviewed journal JAMA Pediatrics.

The research involved participants aged 18 to 24 years who were randomly assigned to view two different social media feeds. The study included a total of 2000 participants, where each participant watched 20 short video posts created by social media influencers. Specifically, one group received a feed that included alcohol consumption and pro-alcohol imagery in each post, while the other group’s feed did not include alcohol.

It was found that study participants who viewed content containing alcohol were 73% more likely to report increased desire to drink immediately after viewing the alcohol-containing social media content on their feed, compared to the other group. Moreover, the results also showed that participants who rated the influencers whose posts they considered to be trustworthy, honest, and knowledgeable were over 5 times more likely to report a higher desire to drink after viewing content that contained alcohol. Finally, there was also a significant association between prior alcohol use and desire to drink alcohol, with participants who reported alcohol use in the past 30 days and binge drinking in the past 30 days showing increased desire to consume alcohol.

“Clinicians should be aware of the role social media plays in shaping alcohol-related attitudes and behaviors among young people. Those seeking to prevent or delay alcohol use should incorporate discussions about how online content can influence offline attitudes and behaviors,” said the study’s lead author, Jon-Patrick Allem, in his interview with Psychiatric Times. “These conversations can address perceived norms, media literacy, and the potential consequences of alcohol use. Although young people are drinking less than previous generations, the online environment may not reflect this trend, potentially distorting perceptions of what is typical, rewarding, or enjoyable.”