Role of Short-Form Social Media Content in Shaping Mental Health Awareness and Help-Seeking Behavior among Gen Zs

Atuchi Nneka Modester
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Atuchi Nneka Modester: University of Sunderland

International Journal of Research and Scientific Innovation, 2025, vol. 12, issue 7, 1727-1737

Abstract: This study explores the role of short-form social media content particularly TikTok, Instagram Reels, and YouTube Shorts in shaping mental health awareness and help-seeking behavior among Generation Z (Gen Z) in Nigeria. As digital natives, Gen Z is increasingly turning to social media for mental health information, particularly via short-form video content that is emotionally resonant, relatable, and accessible. Utilizing a cross-sectional mixed-methods approach, the study collected data from 350 respondents via structured questionnaires and conducted qualitative interviews with 10 participants. The findings revealed that 78.9% of respondents had encountered mental health-related content online, with significant exposure to topics such as stress management, self-care, and therapy. Notably, over 77% of participants reported improved awareness, and nearly half took proactive steps such as seeking resources or talking to someone. Statistical analysis demonstrated a strong positive correlation (r = 0.61, p

Date: 2025
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