Viralizar para implicar: redes sociales y alfabetización adolescente en salud mental

Ferran Lalueza; Eulàlia Hernández Encuentra; Mercè Boixadós

doi:10.4185/rlcs-2026-2572

Authors

Ferran Lalueza Open University of Catalonia https://orcid.org/0000-0002-7010-9795
Eulàlia Hernández Encuentra Open University of Catalonia https://orcid.org/0000-0002-0319-861X
Mercè Boixadós Open University of Catalonia https://orcid.org/0000-0001-8407-7336

DOI:

https://doi.org/10.4185/rlcs-2026-2572

Keywords:

mental health, social media, adolescence, mental health literacy, emotional wellbeing, viral, engagement rate

Abstract

Introduction: Aligned with the studies and guidelines that show the potential utility of social media to improve the mental health and emotional well-being of young people, this research aims to identify how content on mental health generates a higher engagement rate on the social media most commonly used by adolescents. Methodology: An analysis of social media listening over the course of an entire year on Instagram and TikTok is conducted, together with a survey (N=2,240, aged 11 to 18). Results: The results show the great potential of health professionals to generate attention and involvement in adolescents when disseminating content on social networks designed to positively impact their literacy in mental health and emotional well-being. However, its effect is conditioned by the proper use of the formats, languages, codes, narrative formulas, and tones of these social networks. So, short videos, using a didactic tone whether formal or distended, and starring health specialists, generate higher interaction rates than other options, such as the use of non-expert influencers, text and static visual formats, or extreme dramatic and humorous tones. Discussion: The results obtained show a high degree of alignment with those reported in previous studies. Conclusions: Taken together, the characteristics of mental-health–related content disseminated through social media may shape the reach and engagement achieved among adolescents, thereby maximising its diffusion and optimising the potential of these platforms both to advance mental health literacy and to enhance the emotional well-being of youth.

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Author Biographies

Ferran Lalueza, Open University of Catalonia

PhD in Journalism from Universitat Pompeu Fabra and Associate Professor at the Universitat Oberta de Catalunya. He is a member of the Research Group on Learning, Media and Entertainment (GAME). His scholarly work centers on corporate communication, with a particular emphasis on digital environments and the role of social media platforms. He conceptualizes communication as a strategic instrument endowed with both persuasive power and educational value. He maintains an active presence in public discourse through regular contributions to the media, as part of his commitment to knowledge transfer. In addition, he also serves as editor of COMeIN. Revista de los Estudios de Ciencias de la Información y de la Comunicación. He is also an accredited trainer by the Col·legi de Periodistes de Catalunya, specializing in workshops aimed at countering disinformation.

Eulàlia Hernández Encuentra, Open University of Catalonia

PhD in Psychology from the Universitat Autònoma de Barcelona and Associate Professor in the Faculty of Psychology and Education Sciences at the Universitat Oberta de Catalunya, where she combines teaching and research activities. She is a member of the Behavioural Design Lab, a UOC research group focused on behavioural design and health. Her research centres on health promotion and mental health through digital platforms, particularly among children and adolescents, as well as on digital health literacy. She currently coordinates the Spanish Network for Health Literacy.

Mercè Boixadós, Open University of Catalonia

PhD in Psychology from the Universitat Autònoma de Barcelona. Currently a professor and researcher at the Universitat Oberta de Catalunya (UOC), where she teaches courses on methodology and data analysis within the Faculty of Psychology and Education Sciences. In recent years, her research has focused on the application of information and communication technologies (ICT) to promote health and psychological well-being, particularly among children and adolescents. She is a member of the Behavioural Design Lab research group at UOC. Her career combines teaching, applied research, and the development of digital health interventions, with a strong methodological foundation and a clear commitment to improving quality of life through innovative, evidence-based technological solutions.

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