18 Jan 2024

Rethinking mental health social media – our impact

We’ve been working with Rethink Mental Illness, providing training and employment to a young person with lived experience of a serious mental illness to create content for the charity’s new TikTok channel which aims to shift the dial on social media content around mental health. Because there is clearly a need for it.

Our research of 1000 18-25 year olds found

  • 41% of young people turn to social media for support and advice around mental health
  • 48% are looking on the internet more generally
  • Just 1 in 10 (9%) say that the content they see is always useful to them, and 40% sometime

But when we asked them about Rethink Mental Illness’ TikTok channel

  • 60% say it is useful 
  • 67% say it makes them feel better 
  • 85% say the content is clear
  • 83% say the channel is trustworthy

“The content is easy to understand and it’s good that the content is quick and snappy and gets to the point. I really like that the content is separated into lots of different videos, rather than one long video. As it’s coming from one person rather than a script, it makes it easy to understand and clearly from an individual’s perspective.”

“I really liked the questions asked – It’s informative, but not the kind of stuff you get on the NHS. You can’t really get this type of information on the internet. This is kind of indispensable.”

“Other things you see on TikTok on mental health can be triggering and unhelpful, but this made me feel seen like this person is speaking for me.”

As well as helping the thousands of young people who view and engage with the content, the scheme has been hugely beneficial to Charly, our trainee.  They said: “My time at Inside Job Productions has taught me so much about editing and filmmaking; it’s given me real confidence that has undoubtedly improved my mental health. Everyone is so supportive of one another, being part of a team like that is so refreshing and I’m excited to go to work each week.”

And Raif Howley, Social Media Manager at Rethink Mental Illness agrees: “When we launched our TikTok channel, our clear goal was to provide engaging content for young people which clearly and effectively raised awareness of what it is like to live with a mental illness. Working with IJP and our intern Charly on this scheme has been instrumental in achieving this goal, and seeing the feedback in the survey, in the focus group and in the comments section underneath our posts shows how successful this collaboration has been. I couldn’t be happier with the content Charly has produced and seeing their confidence grow with each new piece of content was my personal highlight. But to create a channel which feels authentic, in-line with our goals as a charity and is engaging for a younger audience is really special too.”

The clear impact and results of the scheme means that we are continuing in 2024, with a new trainee, and have been approached by other charities including ThriveLDN to run a similar project, helping us deliver against our social impact charter, and use film for good.

By working with us organisations directly contribute to our social impact projects, as it’s where all our profits go. Your communications can do great things and change lives. If you’re interested to know more and seeking films in 2024 please do get in touch.

Read our impact sumary here – Rethinking mental health social media