EXPERT COMMENT: Social media content is increasingly shaping how people understand their health

SOCIAL MEDIA content creators and patient voices are increasingly shaping how people understand their health, sometimes becoming trusted 'experts' alongside, or even instead of, medical professionals, says Prof Vicari.

Prof Vicari, a digital media and health communication expert, said that platforms such as TikTok, Instagram, Facebook and X have made personal health experiences highly visible.

People living with illness, parents, lifestyle creators and health influencers share advice, symptoms and coping strategies directly with large audiences. As a result, lived experience is becoming a powerful source of authority online.

She said that while this can help raise awareness and support others, it also changes how people understand expertise.

Instead of relying solely on doctors or official guidance, people may turn to social media users whose credibility comes from personal experience, relatability or large followings.

Prof Vicari said this shift means personal stories now play a major role in shaping public understanding of health.

These narratives can influence how people interpret symptoms and risk, decide whether to seek treatment, or evaluate medical advice.

In some cases, this content may reinforce professional guidance. In others, it may challenge or contradict it.

Social media platforms amplify this effect.

Algorithms often promote content that is engaging, emotional or widely shared, which means compelling stories will spread faster than others and faster than technical or evidence-based information.

Over time, this can make certain viewpoints appear more common or authoritative than they actually are, with the risk of personal experience or disinformation being interpreted as professional knowledge.

Prof Vicari said: "This does not mean social media content is always harmful.

"Patient advocates and creators can help raise awareness of overlooked conditions, as well as reduce stigma around illness and share practical coping strategies.

"More online exposure for certain issues can also help build supportive communities, fundraise for research and advocate for policy change, so there are important positives which emerge.

She added: "What's important to remember is that algorithms amplify engaging content, not necessarily accurate content.

"Understanding this can help people make the most of online advice and balance it with professional guidance."

Read more about the rise of 'patient experts' in Prof Vicari's chapter in the De Gruyter Handbook of Digital Health and Society.

ENDS

Notes for editors

Press release reference number: 26/77