“The Future Is Bright! Is It?”: Investigating Effects of Hopeful Mental Health Content and Endorsement Cues on Social Media

Mental health content on social media usually highlights positive emotions, especially hope. This article presents an experimental study on the effects of hopeful social media posts on Instagram. Drawing on appraisal theory and the phenomenon of spillover effects, we developed a 2 × 2 between-subjects post-test experiment, where we manipulated the message type (i.e., hope message vs. control condition) and the level of endorsement (i.e., high vs. low number of likes) of Instagram posts. Following exposure to our media stimuli, we studied the effects on subsequent levels of hope, life satisfaction, mental health stigma, willingness to disclose about mental health, and willingness to provide support on social media among a sample of n = 479 young adults ( Mage = 20.97 years, SD = 2.10). Our pre-registered analysis revealed no significant main or interaction effects in the predicted direction. We discuss the findings in the context of health communication, reflect the study’s limitations, and provide suggestions for future research.