Sultana Ismet Jerin contributed to this post.

Social media and an “affective atmosphere”

Social media can be a double-edged sword when it comes to mental health. While endless scrolling and comparison can fuel anxiety and depression, positive content can also create meaningful connections. A TikTok video about managing anxiety might help someone feel understood, or an Instagram post about recovery could offer hope to someone struggling. There’s actually science behind why these posts affect us so deeply—and understanding this power is crucial for promoting mental health in the digital age. To understand how emotion circulates on social media with the platform affordances, we can consider the concepts of affective atmospheres, coined by Ben Anderson (2009).

Think of social media as the space for yourself. Just like walking into a party can instantly lift or dampen your mood, scrolling through your social feeds creates what researchers call an “affective atmosphere”—a collective emotional space that influences how we feel. TikTok’s “For You” page, for instance, isn’t just random content; it’s carefully curated to match and influence your emotional state. This creates opportunities for health educators and support groups to build real, personal connections with users, using tools like duets or audio memes to make their messages more relatable.

How does “emotional contagion” happen through social media platforms?

We’ve all experienced it. Laughter and tears—they’re contagious. We’ve all felt the pull of someone else’s joy or sorrow. This “emotional contagion” happens even more powerfully on social media. Studies show that emotional content—whether it’s a heartwarming story about autism awareness (Bail, 2016) or a funny healthy eating tip (Lister et al., 2015)—gets shared far more than dry facts alone.

However, this emotional connection can also have a dark side. A Wall Street Journal (2021) investigation found that TikTok’s algorithm can trap users in cycles of sadness. If you watch one distressing video, the platform is likely to show you more, potentially leading to an emotional spiral. This is where the power of positive emotional appeal comes in. Health educators have the power to flip the script, using uplifting and empowering content to break the cycle and encourage healthier, happier mindsets.

What actually works?

While tear-jerking stories might seem like the best way to grab attention, our research shows that messages of hope and belonging are far more effective (Jerin et al., 2024). For instance, Facebook ads featuring happy faces tend to outperform those with sad expressions (Hui et al.,2015). Similarly, a study on YouTube videos created by mental health professionals found that while sorrow might help generate views and comments, it may not be the best tool for encouraging action or long-term behavior change (Yap et al., 2019).

So, what is the secret to crafting impactful messages? It comes down to creating what researchers call “emotional flow.” This means starting with relatable negative emotions to hook viewers, then shifting to an empowering, positive tone to leave them feeling motivated and inspired.

What can we learn from this?

For mental health campaigns, the takeaway is clear: hope and affiliation should be prioritized over sorrow and despair. This aligns perfectly with positive psychology research showing that positive emotions help build resilience against negative ones (Fredrickson, 2000). Whether that’s reaching out for support or becoming an ally for others, messages of hope and connection work better than focusing on suffering. They don’t just make people feel better—they inspire action.

Final thoughts

As social media continues to evolve, it offers unparalleled opportunities to spark conversations about mental health and build supportive communities. When used thoughtfully, these platforms can help reduce stigma, foster connection, and promote positive mental health. Health educators should be strategic about the emotions they evoke, prioritizing hope and connection to create lasting impact. By understanding how different platforms work and the kind of emotional atmosphere they create, we can tailor content to truly connect with people and bring about positive changes in mental health.

Sultana Ismet Jerin is a Ph.D. candidate at Washington State University. Her research focuses on media psychology and health promotion.