The Dual Impact of Social Media on Health: A Global and

Nigerian Perspective

Executive Summary
Social media has profoundly reshaped global communication and interaction,
emerging as an integral component of daily life for billions, particularly young
individuals. This report synthesizes the multifaceted influence of these platforms on
health, revealing both significant positive contributions and critical detrimental
effects. Positively, social media has revolutionized health information dissemination,
fostered robust community support networks, and driven effective public health
campaigns worldwide. In Nigeria, these benefits are particularly pronounced, offering
pathways to bridge gaps in traditional healthcare infrastructure.

Conversely, the pervasive nature of social media is associated with a range of

negative health outcomes. These include heightened mental health challenges, such
abilities as anxiety, depression, and self-esteem issues, a concerning rise in
problematic social media use and addiction, widespread sleep disruption, the
pervasive threat of cyberbullying, and growing body image dissatisfaction. A
significant public health concern is the rapid and wide-scale spread of health
misinformation, which can undermine trust in authoritative institutions and hinder
public health initiatives.

The analysis reveals a nuanced relationship between social media engagement and
well-being, often characterized by a "U-shaped" curve where moderate use can offer
benefits, while both minimal and excessive use pose risks. Crucially, the quality of
online engagement and the nature of content consumed frequently exert a more
profound influence on health outcomes than mere time spent online. Addressing
these complex dynamics necessitates a comprehensive, multi-stakeholder approach.
Recommendations emphasize fostering digital literacy, promoting responsible
platform design, implementing robust policy and regulatory frameworks, and
investing in critical infrastructure to cultivate healthier digital environments globally
and specifically within Nigeria.

Introduction
The Pervasive Role of Social Media in Contemporary Society

Social media platforms have become an undeniable and integral part of daily life for a
vast majority of the global population, particularly young people. Data indicate that
up to 95% of individuals aged 13-17 report using at least one social media platform,
with nearly two-thirds engaging daily and one-third reporting "almost constant" use.1
This widespread adoption underscores the profound influence of these platforms on
various aspects of life, including health. Globally, approximately 72% of adults and
84% of adults aged 18-29 utilize at least one social media platform, with an average
daily usage of 2 hours.2 In Nigeria, the integration of social media is equally
exponential, with 81% of adults using it for health-related purposes, and over half
doing so daily.3 This pervasive integration positions social media not merely as a
communication tool but as a powerful, yet complex, determinant of health outcomes.

The high penetration rates and constant engagement observed across demographics
suggest that social media has transitioned beyond a simple communication medium
to become a fundamental component of the socio-technical environment in which
health behaviors and outcomes are shaped. The sheer volume of daily interaction
implies that the digital sphere now holds as much influence as traditional social
environments in determining an individual's well-being. This profound societal
integration necessitates a re-evaluation of existing public health frameworks to
explicitly include digital literacy and online safety as core components. Traditional
health interventions may prove less effective if they do not adequately account for or
strategically leverage social media's expansive reach, while ignoring its potential
negative influences could inadvertently exacerbate existing public health challenges.

Purpose and Scope: Examining Health Impacts in Nigeria and Globally

This report aims to provide a comprehensive, evidence-based analysis of the

multifaceted impacts of social media on health. It encompasses both the positive
contributions and the significant detriments observed across various populations. The
scope extends to a global perspective, drawing on international research and insights
from organizations such as the World Health Organization (WHO) and UNICEF.
Concurrently, the report provides a specific focus on the unique context and
challenges prevalent within Nigeria. The discussion will explore various dimensions of
health, including mental, physical, and social well-being, as well as broader public
health initiatives and the dynamics of healthcare systems.

Positive Impacts of Social Media on Health

Facilitating Health Information Dissemination and Awareness

Social media platforms offer an instantaneous and far-reaching means to disseminate

health information to diverse audiences.4 This capability is particularly valuable for
public health awareness and improvement initiatives.5 Health organizations and
governments worldwide leverage platforms such as Twitter, Facebook, and Instagram
to promote disease prevention, encourage lifestyle modifications (e.g., increased
physical activity, smoking cessation), and raise awareness for early detection
strategies like breast and lung cancer screenings.4 During public health emergencies,
such as the COVID-19 pandemic, social media proved instrumental for rapid
information sharing and case identification.4

In Nigeria, social media has emerged as a dominant source of health information,

especially among youth.6 Healthcare practitioners in the Kuje Area Council, Abuja,
predominantly utilize Facebook, WhatsApp, and X for accessing and disseminating
health information, and critically, for rectifying misinformation.7 An active online
presence for African healthcare systems can significantly enhance accessibility and
combat the spread of misinformation, effectively filling a void where qualified medical
voices may otherwise be absent.8

The low-cost and instantaneous nature of information dissemination via social media
fundamentally democratizes access to health knowledge. This is especially impactful
in regions with limited traditional healthcare infrastructure or where geographical and
financial barriers traditionally hinder access to health services.9 By enabling
widespread, rapid information sharing, social media can bypass conventional
bottlenecks in health communication. This positions social media as a critical tool for
advancing health equity, capable of reaching vulnerable populations, including low-
income sectors, rural areas, and minority ethnic groups.10 This aspect is particularly
relevant in Nigeria, where the healthcare system faces significant limitations 11,
allowing for a broader reach of crucial health messages that might otherwise struggle
to penetrate.

Enhancing Community Support and Social Connections

Social media platforms foster a sense of community and connectedness, a benefit

that became particularly evident during periods of increased isolation and travel
restrictions, such as the COVID-19 pandemic.4 Young people frequently use these
platforms to connect with friends, learn, share experiences, and find support on
sensitive issues like depression, anxiety, sexuality, gender expression, and domestic
violence, particularly when they feel alone or isolated.12 Patients can also participate
in community-based health forums to improve their coping skills for difficult
diagnoses and to find networks for emotional and social support.4

In Nigeria, social media has become an essential tool for mental health support,
increasing access to services and actively working to reduce stigma.9 Platforms like
Twitter, Instagram, and Facebook allow individuals to share their mental health
journeys without fear of judgment, providing both support and resources to others.9
Online support groups offer safe spaces for sharing experiences and connecting with
others facing similar challenges, which is particularly beneficial for those without
access to local mental health professionals or resources.9

The ability to connect with others who share similar experiences, facilitated by social
media, cultivates a profound sense of belonging and validation, which is crucial for
overall mental well-being. This online peer support can serve as a vital buffer against
feelings of isolation, particularly for marginalized groups or individuals dealing with
stigmatized health conditions. The act of sharing personal mental health journeys on
these platforms directly challenges societal stigma by normalizing these experiences,
thereby fostering a more open and accepting dialogue around mental health. When
utilized constructively, social media can build psychological resilience by providing
accessible, non-judgmental support systems that complement or, in some cases,
even substitute for traditional mental health services, which are often inaccessible,
especially in contexts like Nigeria where mental health is historically under-addressed
and stigmatized.11 This demonstrates the potential for social media to foster a more
inclusive and supportive mental health ecosystem.

Driving Public Health Campaigns and Disease Prevention Initiatives

Social media platforms are powerful instruments for health education and promoting
healthy behaviors on a broad scale.10 Recognizing this potential, the World Health
Organization (WHO) launched a global eHealth strategy in 2012 to encourage the
promotion, development, and evaluation of actions involving these platforms.10 Social
media interventions have been shown to influence behaviors, leading to improved
lifestyles and better metabolic indicators for noncommunicable diseases (NCDs),
such as increased physical activity and reduced sugar and fat consumption.10 These
platforms also enhance motivation among users participating in online health
programs and effectively deliver nutritional or diabetes education.10

In Nigeria, social media has been leveraged effectively for public health campaigns.
For example, Breakthrough ACTION implemented a comprehensive malaria social
media strategy, which successfully reached over 16 million people and garnered 3.7
million engagements between 2019 and 2024.3 This initiative clearly demonstrates
social media's potential to drive positive health outcomes in the country, especially
considering that 81% of Nigerian adults already use social media for health-related
purposes.3 Furthermore, social media provides an avenue to gather real-time insights
into NCD preventive behaviors, bypassing the need for in-person data collection,
which is particularly useful during crises.13

Social media campaigns offer a low-cost alternative to traditional mass media for
public health messaging.10 This economic advantage is particularly significant for
public health institutions operating with limited budgets. This benefit, combined with
the sophisticated ability to tailor messages and target specific populations based on
demographics or interests 2, allows for highly efficient resource allocation in public
health. The quantifiable success of campaigns like Breakthrough ACTION's malaria
initiative provides empirical evidence of this efficacy.3 For countries with economic
limitations in health-related institutions, such as Mexico 10 and, by extension, Nigeria,
social media presents a vital tool for optimizing health budgets and achieving broader
public health goals. This suggests that strategic investment in digital health
communication strategies is a strategic imperative for public health agencies
worldwide, especially in developing nations, enabling them to reach large segments
of the population with tailored messaging.

Advancing Mental Health Support and Awareness

Social media provides a crucial platform for mental health organizations and
advocates to raise awareness, challenge stigma, and provide support.9 It facilitates
the widespread dissemination of information on the signs and symptoms of mental
health disorders, the importance of seeking treatment, and available resources.9

In Nigeria, organizations such as the Mentally Aware Nigeria Initiative (MANI) and She
Writes Woman actively utilize social media to create awareness and provide
resources.9 This is particularly critical given that mental health is a significant yet
under-addressed issue in Nigeria, often stigmatized and poorly understood. This
societal context leads many young adults to struggle in silence due to limited access
to adequate support systems or resources.11 Social media has notably increased
access to mental health support services for Nigerians facing barriers like distance
and financial constraints.9

Nigeria's healthcare system faces significant limitations, including an insufficient

number of mental health professionals, limited funding, and a general lack of mental
health education.11 Social media, by providing accessible information, online support
groups, and connections to professionals 9, effectively mitigates some of these
systemic deficiencies. It offers a scalable, albeit complementary, solution where
traditional services are scarce or inaccessible. While not a complete replacement for
robust healthcare infrastructure, social media acts as a vital stopgap and
complementary tool, particularly for mental health. This highlights the potential for
digital platforms to democratize access to care and information in underserved
regions, pushing for innovative models of health service delivery and addressing
critical gaps in mental healthcare provision.

Promoting Professional Development and Healthcare System Enhancement

Social media expands the reach of traditional resources for healthcare providers,
serving as an information-dissemination platform for novel research discoveries and
best practices.4 It also helps alleviate geographical boundaries for specialized
mentorship and education, potentially addressing the critical shortage of trained
healthcare providers in low-resource regions.4 In scholarly research, social media
offers opportunities for clinical trial recruitment and retention, facilitating the
inclusion of diverse study participants.4

In Nigeria, healthcare professionals increasingly use social media to disseminate

health information, augment public awareness, and enhance their own knowledge.7
They utilize these platforms to connect with other experts to provide necessary
patient treatment and to build their professional reputation.7 An online presence
further enables African healthcare providers to connect with international
collaborators and engage with global medical communities.8

By breaking down geographical barriers to education and mentorship 4, social media

facilitates continuous professional development for healthcare providers in remote or
underserved areas. This, in turn, contributes to a more skilled and informed
healthcare workforce, which is particularly crucial in contexts with limited access to
traditional training. The ability to connect with international experts and participate in
global medical communities 8 fosters knowledge exchange and collaborative
research, which can lead to improved healthcare practices and outcomes. This
demonstrates that social media can play a transformative role in strengthening
healthcare systems, particularly in developing countries, by fostering a culture of
continuous learning, facilitating cross-border collaboration, and enhancing the quality
of care through shared best practices and research. This digital connectivity can
significantly accelerate the adoption of new medical knowledge and techniques.

Table 1: Overview of Positive Health Impacts of Social Media (Global and

Nigeria)

Category of Impact Global Nigeria-Specific Key Benefits

Examples/Statistics Examples/Statistics

Instantaneous and Dominant source of

Information Increased awareness,
far-reaching health info for youth
Dissemination health literacy, health
dissemination 4; 6
; practitioners use equity, bridging
instrumental in Facebook, information gaps
COVID-19 info WhatsApp, X for info
sharing 4 & misinformation
correction 7

Connects isolated Essential for mental

Community Support Reduced isolation,
12
youth ; patients find health support,
psychological
 emotional/social overcoming
resilience, stigma
support 4 distance/financial
reduction, accessible
barriers 9; online support
support groups
reduce stigma 9

WHO global eHealth Breakthrough

Public Health Behavior change,
strategy ;10 ACTION malaria
Campaigns cost-effectiveness,
influences NCD campaign reached
targeted reach,
16M people, 3.7M
behaviors 10 optimized health
engagements 3; 81% budgets
adults use SM for
health 3

Helps isolated youth MANI, She Writes

Mental Health Stigma reduction,
find support ; 12 Woman use SM for
Support accessible mental
moderate use linked awareness/resources
health resources,
9
to well-being 27 ; increases access to community building
services 9

Expands reach of Practitioners

Professional Enhanced
research/best disseminate info,
Development knowledge, cross-
practices 4; alleviates connect with global
border collaboration,
geographical barriers experts 7; builds addressing provider
for mentorship 4 professional shortages
reputation 7

Negative Impacts of Social Media on Health

Mental Health Challenges: Anxiety, Depression, and Self-Esteem Issues

Social media is linked to a range of negative mental health outcomes, including

heightened anxiety, depression, sleep disruption, and even physical symptoms such
as headaches or nausea.15 Studies consistently connect social media use to poor
sleep, memory issues, and academic struggles.15 The reinforcing nature of social
media, designed to activate the brain's reward center by releasing dopamine, can
lead to addictive patterns of engagement even when users report feeling unwell.15

Problematic social media use among adolescents has shown a sharp increase, rising
from 7% in 2018 to 11% in 2022, with girls reporting higher levels (13% compared to
9% for boys).16 This problematic use is consistently associated with lower mental and
social well-being, as well as higher substance use.16 Children and adolescents who
spend more than 3 hours a day on social media face double the risk of experiencing
mental health problems, including symptoms of depression and anxiety.1

In Nigeria, excessive social media use among young adults contributes to mental
health issues such as social comparison, cyberbullying, addiction, and sleep
disturbance.11 The high level of engagement with social media among Nigerian youths
continues to raise concerns about stress, anxiety, and social isolation.11 Cultural and
societal factors, particularly the prevalent stigmatization and poor understanding of
mental health, exacerbate these impacts, leading many young individuals to struggle
in silence due to a lack of adequate support systems.11

Social media often presents a "filtered world" where appearances and reality are
distorted through editing applications and highly curated portrayals of life.12 This
constant exposure to unrealistic ideals, coupled with the reinforcing dopamine
feedback loop designed into platforms 15, can lead to detrimental social comparison,
feelings of inadequacy, impostor syndrome, and profound self-doubt.15 This
phenomenon is particularly damaging for young people during critical developmental
stages, as they are still forming their self-identity and sense of reality. The
psychological distress caused by this distorted reality contributes significantly to
anxiety, depression, and low self-esteem, transforming platforms ostensibly designed
for connection into sources of profound psychological harm. This situation clearly
calls for greater digital literacy education, emphasizing the critical evaluation of
online content and fostering self-compassion and realistic self-perception among
users.

Problematic Social Media Use and Addiction

Problematic social media use is characterized by addiction-like symptoms, including

an inability to control usage, experiencing withdrawal when not using it, neglecting
other activities in favor of social media, and facing negative consequences in daily life
due to excessive engagement.16 The very design of these platforms, with their
unpredictable outcomes (like a slot machine) and constant notifications, contributes
to this addictive cycle.15 For instance, Snapchat's "Streaks" and YouTube's
recommended videos are specifically engineered to keep users engaged for
prolonged periods, often leading to a "flow state" where individuals lose track of
time.17

In Nigeria, social media addiction is a growing concern among youths.11 Studies

indicate that a significant proportion of students, up to 78%, spend 3 to 5 hours of
their study time on social media, which negatively affects their academic
performance.18 A study conducted at Nnamdi Azikiwe University Awka revealed a
43.3% prevalence of social media addiction among undergraduates, a condition that
significantly predicts general anxiety (accounting for 15.5% of variance) and
depression (accounting for 16% of variance).19 This addiction frequently results in
reduced productivity, sleep disruption, and cognitive fatigue.11

The high prevalence of addiction-like symptoms 16 and the substantial time spent on
platforms 1 indicate that social media use has moved beyond a recreational activity
for a considerable portion of the population, becoming a behavioral addiction with
measurable negative health outcomes. This is not merely an individual failing but a
direct consequence of platform design 15 and its pervasive integration into daily life.
This situation necessitates a public health response akin to those for other addictive
behaviors, including widespread awareness campaigns, accessible support systems,
and potentially regulatory interventions on platform design to mitigate features that
promote compulsive use. The clear link between social media addiction and impaired
academic performance 11 further highlights broader societal consequences that
extend beyond individual health, impacting educational attainment and future
productivity.

Disruption of Sleep Patterns and Associated Health Risks

Excessive social media use, particularly close to bedtime, significantly reduces sleep
quality and increases the risk of a multitude of sleep issues.20 The blue light emitted
from digital screens stimulates alertness, directly interfering with circadian rhythms—
the body's natural 24-hour internal rhythms that control processes like the sleep-
wake cycle.20 This leaves individuals feeling energized at bedtime when they should
be winding down. The negative impacts of blue light exposure are exacerbated for
those who wake up to check their phones after falling asleep; approximately 21% of
adults report this behavior, placing them at a higher risk of sleep loss and developing
sleep disorders like insomnia.20 Problematic social media use is consistently
associated with less sleep and later bedtimes among adolescents.16

The "Fear of Missing Out" (FOMO) is a key driver for excessive pre-bedtime social
media use, with individuals experiencing higher levels of FOMO being more likely to
check social media within 15 minutes of attempting to sleep, significantly contributing
to sleep problems.20 Sleep deprivation is directly linked to increased symptoms of
insomnia and depression.20 Furthermore, insufficient sleep is correlated with a range
of serious health issues, including cardiovascular risk, compromised immune function,
a decline in critical brain functions (such as critical thinking, problem-solving, and
memory), increased anxiety, and negative effects on weight and metabolism.17

Social media's intrinsic design features, including constant notifications, endless

scrolling, algorithms designed for maximum engagement, and FOMO triggers, directly
disrupt healthy sleep patterns.17 This sleep deprivation, in turn, is a significant
contributing factor to worsening mental health issues such as anxiety and
depression.17 Individuals experiencing these mental health challenges may then turn
to social media as a coping mechanism or distraction, inadvertently creating a self-
perpetuating cycle of increased social media use, worsening sleep, and deteriorating
mental health. Addressing problematic social media use for sleep therefore requires
not just behavioral interventions (e.g., "tech-free zones," setting timers) but also a
deeper understanding of the underlying psychological drivers (FOMO, anxiety) and
the platform's role in perpetuating this cycle. This highlights the need for integrated
mental health and digital literacy programs that address the interconnectedness of
these issues.

The Pervasiveness and Consequences of Cyberbullying

Cyberbullying represents a significant challenge on social media platforms, involving

the use of digital means to intimidate, annoy, frighten, or create a hostile environment
for the victim.21 It encompasses various forms of aggression, including sending
abusive messages, posting inappropriate information, trolling, body shaming,
spreading false statements to discredit or humiliate, and disclosing private
information.11 Cyberbullying can have severe emotional and psychological
consequences, profoundly affecting mental well-being, self-esteem, and social
interactions, and in some extreme cases, the anguish experienced has been linked to
contemplating suicide.12

In Nigeria, cyberbullying is both prevalent and a growing issue, although accurate

data on its full extent are difficult to obtain due to underreporting, particularly when
incidents occur outside controlled environments like schools.21 Nigerian young adults,
especially female users, are frequently targets of trolling, body shaming, and
exposure to inappropriate content.11 The lack of awareness and understanding among
stakeholders contributes to the underestimation and underreporting of incidents,
underscoring the urgent need for specific policies and comprehensive preventive
measures.21 Cultural and societal factors in Nigeria can exacerbate these impacts due
to the prevalent stigmatization and poor understanding of mental health within the
society.11

Social media's "facelessness," wide reach, and instantaneous dissemination

capabilities 21 amplify traditional forms of bullying and harassment. The permanence
of digital content 12 means that harmful interactions can have far-reaching and lasting
emotional consequences, extending beyond physical spaces and traditional social
circles. The inherent power imbalance often associated with bullying 21 is exacerbated
by the anonymity and vast scale of online platforms, making victims feel even more
vulnerable and isolated. This situation necessitates robust online safety education,
clear platform accountability for content moderation, and accessible support systems
for victims. The documented underreporting in Nigeria 21 suggests a critical need for
increased awareness, destigmatization of victimhood, and the establishment of a safe
and effective reporting infrastructure to address this digital public health threat.

Body Image Dissatisfaction and Disordered Eating Behaviors

Social media use is consistently linked to body image disturbances and disordered
eating behaviors.22 Platforms such as YouTube and Snapchat are noted for amplifying
body dissatisfaction among youth globally, with screen time positively associated
with a greater likelihood of mild to severe perceived body weight dissatisfaction.23
Specifically, exposure to weight loss content on social media is associated with lower
body appreciation, greater fears of negative appearance evaluation, and more
frequent binge eating.22

A crucial finding indicates that the type of content consumed holds more significance
than the amount of time spent on social media or the diversity of platforms utilized
when it comes to influencing body image and disordered eating behaviors.22 This
underscores that the qualitative nature of engagement is more influential than mere
quantitative usage. Contrary to initial hypotheses, exposure to body positivity or
neutrality content did not consistently demonstrate protective effects 22, suggesting
that simply counteracting negative content might not be sufficient to address deeply
ingrained negative self-perceptions.

The finding that content type, rather than mere screen time, is the primary driver of
body image dissatisfaction and disordered eating 22 represents a critical shift in
understanding. This suggests that passive exposure to harmful content (e.g., weight
loss promotions, idealized filtered images, comparison-inducing posts) is more
detrimental than the duration of engagement itself. The unexpected ineffectiveness
of body positivity content 22 further complicates this, implying that simply presenting
positive alternatives might not be enough to counteract deeply ingrained negative
self-perceptions fueled by other content. Interventions should therefore focus on
promoting critical media literacy, encouraging users to unfollow accounts that evoke
negative feelings 12, and potentially regulating harmful content (e.g., deceptive weight
loss advertisements, highly filtered or digitally altered images presented as reality) on
platforms. This shifts the responsibility beyond individual screen time management to
the content ecosystem itself and challenges platforms to curate healthier visual
environments.

The Spread and Impact of Health Misinformation

Misinformation, defined as information that is false, inaccurate, or misleading

according to the best available evidence at the time 24, is identified as a major threat
to public health.25 Falsehoods have been shown to spread faster and farther than
accurate information on social media.25 This rapid dissemination has led to significant
negative real-world effects, such as amplifying controversy about vaccines,
propagating unproven cancer treatments 26, and causing individuals to decline
vaccines or reject public health measures, particularly evident during the COVID-19
pandemic.24

Social media algorithms, financial incentives for content creators, and the ability of
non-experts to instantly post information all contribute to the rapid and wide-scale
spread of misinformation.25 Beyond immediate health consequences, misinformation
can also erode trust in authoritative institutions and health experts, thereby
undermining broader public health efforts.24

In Nigeria, the unregulated nature of social media allows for the proliferation of
misinformation, alarmist health narratives, and unverified remedies, which can
undermine public trust and fuel anxiety.6 This remains a persistent issue, particularly
false information about health, politics, or events, which has the potential to cause
widespread panic and confusion.11

The rapid and pervasive spread of misinformation 25 directly undermines evidence-

based public health efforts, leading to tangible negative outcomes like vaccine
hesitancy, the adoption of unproven treatments, and non-adherence to crucial public
health measures.24 Beyond these immediate health outcomes, a more insidious long-
term consequence is the erosion of public trust in scientific consensus, healthcare
professionals, and authoritative health institutions.25 This erosion of trust represents
systemic damage that can cripple future public health responses, making populations
more susceptible to future health crises and exacerbating health inequities. This
necessitates a multi-pronged approach involving not only reactive debunking of
misinformation 25 but also proactive strategies such as strengthening digital literacy,
promoting critical thinking skills, and establishing robust international regulatory
frameworks for social media platforms to enforce accountability for content. The
financial incentives driving misinformation 25 highlight a commercial determinant of
health that requires systemic address beyond individual user behavior.

Table 2: Overview of Negative Health Impacts of Social Media (Global and

Nigeria)

Category of Impact Global Nigeria-Specific Key Consequences

Examples/Statistics Examples/Statistics

Linked to anxiety, Exacerbated by

Mental Health Reduced well-being,
depression, physical social comparison,
(Anxiety, Depression, feelings of
cyberbullying,
Self-Esteem) symptoms 15; addiction 11; cultural inadequacy,
problematic use 11% stigma worsens psychological
adolescents 16; 3+ impacts 11 distress
hours daily doubles
risk 1

Addiction-like 43.3% prevalence

Problematic Reduced
symptoms ; 16 among
Use/Addiction productivity,
platform design undergraduates 19; cognitive fatigue,
fosters addiction 15 78% students spend impaired academic
3-5 hours on SM 18; performance
predicts
anxiety/depression 19

Excessive pre-bed Linked to reduced

Sleep Disruption Insomnia, depression,
use reduces quality productivity,
cardiovascular risk,
20
; blue light cognitive fatigue 11; compromised
interferes with contributes to mental immune function,
circadian rhythms 20; health issues 20 cognitive decline
FOMO drives use 20

Digital intimidation, Prevalent but

Cyberbullying Emotional distress,
21
harassment ; linked underreported 21; self-esteem issues,
to suicidal ideation 12 targets Nigerian social isolation,
young adults, potential for offline
especially females 11; harm
severe
emotional/psychologi
cal effects 21

YouTube/Snapchat
Body Image Not explicitly detailed Lower body
amplify
Dissatisfaction/Disor in Nigerian context, appreciation, fear of
dered Eating dissatisfaction 23; but global trends negative appearance
content type matters apply to youth evaluation, binge
more than duration 22 eating

Falsehoods spread Proliferation of

Health Erosion of public
25
faster ; led to unverified remedies,
Misinformation trust, undermining
vaccine hesitancy, alarmist narratives 6; public health
unproven treatments causes programs, increased
24
panic/confusion 11
 anxiety

Social Media's Health Impact in Nigeria: A Detailed Examination

Specific Positive Contributions to Nigerian Public Health

Social media has become a vital tool for health communication in Nigeria, with a
substantial 81% of adults using it for health-related purposes, and over half engaging
daily.3 It has significantly increased access to mental health services, effectively
overcoming traditional barriers such as distance and financial constraints, and
actively working to reduce stigma by offering platforms for sharing experiences and
online support groups.9

Healthcare practitioners across Nigeria actively utilize platforms like Facebook,

WhatsApp, and X to disseminate crucial health information, mobilize volunteers for
health advocacy programs, connect with global experts, and, importantly, rectify
misinformation.7 Successful campaigns, such as Breakthrough ACTION's malaria
initiative, vividly demonstrate social media's potential to drive positive health
outcomes in the country, having reached over 16 million people and fostering 3.7
million engagements.3 Social media also provides an avenue for gathering real-time
insights into non-communicable disease (NCD) prevention behaviors, which is
particularly useful during crises when traditional in-person data collection methods
are difficult or impossible.13

Given Nigeria's significant limitations in its traditional healthcare system, including an

insufficient number of mental health professionals, limited funding, and a general lack
of health education 11, the widespread adoption of social media for health purposes 3
represents a form of "digital leapfrogging." This phenomenon allows the country to
bypass some conventional infrastructure challenges by leveraging ubiquitous mobile
technology for health information dissemination and support, thereby accelerating
progress in public health. This suggests that strategic investment in digital health
initiatives, tailored to local contexts and platform preferences, can offer a cost-
effective and scalable pathway to improve public health outcomes in Nigeria and
similar low-resource settings. It highlights the profound potential for technology to
bridge existing gaps where traditional infrastructure is underdeveloped.
Unique Challenges and Exacerbating Factors in the Nigerian Context

Despite the notable benefits, the largely unregulated nature of social media in Nigeria
allows for the proliferation of misinformation, alarmist health narratives, and
unverified remedies, which can significantly undermine public trust and fuel anxiety.6
Concerns over credibility lead many Nigerian youths to remain skeptical of online
health information, often relying on informal and anecdotal evidence rather than
verified sources.6

Social media addiction is a growing concern, with high prevalence rates observed
among undergraduates (43.3% in one study 19; up to 78% of students in another 18).
This addiction frequently leads to reduced productivity, sleep disruption, and
cognitive fatigue, profoundly impacting academic performance.11 Cyberbullying is
prevalent but often underreported, with severe emotional and psychological
consequences, particularly for young females.11

Cultural and societal factors, particularly the prevalent stigmatization and poor
understanding of mental health, exacerbate the negative impacts of social media on
young adults in Nigeria. This often leads many to struggle in silence due to a lack of
adequate support systems or resources.11 Furthermore, infrastructural and
socioeconomic barriers hinder the effective application of social media for health-
related activities, including inadequate electricity supply, high data costs, and poor
network connectivity.7 Compounding these issues is the absence of clear laws and
policies specifically governing the employment of social media for health practice and
awareness in Nigeria.7

While social media offers significant opportunities for health improvement in Nigeria,
the existing infrastructural limitations (inadequate electricity, high data costs, poor
network connectivity 7) create a "digital divide," limiting equitable access to its
benefits, especially in rural or low-income areas. Simultaneously, the unregulated
nature of platforms and prevailing societal factors (mental health stigma, lack of
digital literacy) create "digital vulnerability," where users are disproportionately
exposed to harms like misinformation, cyberbullying, and addiction.6 This paradox
means that simply increasing internet access is insufficient to harness social media's
full health potential. Comprehensive interventions must address both the
infrastructure gap to ensure equitable access and the human and societal factors
that make populations vulnerable to online harms. Policy development is therefore
crucial to create a safer and more equitable digital health environment that protects
users while maximizing benefits.

Table 3: Key Challenges and Recommendations for Social Media Use in Nigeria

Challenge Specific Manifestation in Corresponding

Nigeria Recommendation

Proliferation of unverified
Misinformation Digital literacy education;
remedies, alarmist narratives
platform accountability; policy
6
; causes panic/confusion 11 formulation and
implementation

High prevalence among youth

Addiction Awareness campaigns;
18
; leads to reduced accessible support systems;
productivity, sleep disruption, responsible platform design
cognitive fatigue 11

Prevalent but underreported

Cyberbullying Anti-bullying programs;
21
; severe robust online safety
emotional/psychological education; clear platform
consequences 11 accountability

Many struggle in silence due

Mental Health Stigma Enhanced mental health
to stigma and lack of support
services; promotion of open
11
dialogue; destigmatization
efforts

Inadequate electricity supply,

Infrastructural Barriers Infrastructure investment
high data costs, poor network
(electricity, network);
connectivity 7 subsidized data costs

Absence of clear laws and

Lack of Policy Government formulation and
policies for health practice on
implementation of
social media 7 comprehensive digital health
policies
Nuances and Complexities in the Social Media-Health
Relationship
The "U-shaped" Relationship of Digital Technology Use and Well-being

Research suggests a "U-shaped" relationship between digital technology use and

children's mental well-being: minimal or no use and excessive use can both have a
small negative impact, while moderate use can yield a small positive impact.27 This
indicates that complete abstinence from social media is not necessarily optimal, and
that the relationship between usage duration and well-being is not linear.28 Some
studies have found no significant direct impact of time spent online on mental health,
while others have shown moderate use to be associated with the highest levels of
mental well-being.28

This U-shaped curve implies that there is an optimal level or "sweet spot" of social
media engagement that maximizes benefits while minimizing harms. Too little use
might lead to social isolation, missed opportunities for connection, or lack of access
to valuable information. Conversely, too much use clearly leads to addiction, sleep
disruption, and various mental health issues. The complexity lies in defining this
"moderate" use, as it can vary significantly across diverse individuals and contexts.
This understanding shifts the focus from simply advocating for screen time reduction
to promoting mindful, balanced, and purposeful engagement. It suggests that
interventions should aim to guide users towards this optimal zone rather than
advocating for complete disengagement, acknowledging the inherent social and
informational benefits that moderate use can offer.

The Primacy of Content Over Duration in Health Outcomes

Several studies demonstrate that what truly matters for children's mental health is not
merely the time spent using the internet and social media, but rather how children
use this time, what they experience online, and the consequences of that use.28
Specifically, in the context of body image and disordered eating, the

type of content consumed (e.g., exposure to weight loss content) is more impactful
than the sheer amount of time spent on platforms or the diversity of platforms
utilized.22 The negative perceived impact of high levels of internet use or social media
stress on sleep loss and withdrawal indirectly mediates adverse mental health effects
over time.28

This finding fundamentally challenges the common narrative that "more screen time
automatically equates to worse health." Instead, it highlights that the qualitative
nature of online interactions and content exposure is the critical determinant of
health outcomes. A user spending moderate time on positive, supportive, or
educational content might fare significantly better than someone spending less time
but constantly exposed to harmful, comparison-inducing, or anxiety-provoking
content. This necessitates a paradigm shift in research, policy, and individual
guidance. Interventions should prioritize digital literacy, critical thinking about online
content, and fostering positive online environments, rather than solely focusing on
arbitrary screen time limits. This also places greater responsibility on platform design
and content moderation to curate healthier digital spaces by actively reducing the
spread of harmful content.

Methodological Considerations and Research Gaps

Considerable methodological limitations persist across research on the impact of

digital technology on child well-being, particularly concerning how digital media use is
measured.27 Conflicting results often stem from different ways of measuring use (e.g.,
hours per day/week versus the number of times per day/week using specific
platforms or engaging in particular activities).28 The causal relationship between
intense internet use and decreased mental health is rarely studied, making it
challenging to definitively determine if excessive use is a cause or a consequence of
poor mental health.28 Furthermore, many studies rely on self-reported data, which
may not be as reliable as findings from formal experiments conducted in controlled
settings.17

Significant gaps remain in the full understanding of social media's mental health
impacts, such as identifying which specific types of content are most harmful and
what factors can effectively protect young people from negative effects.1 The
effectiveness of public health campaigns disseminated through social media,
particularly in facilitating attitudinal and behavioral changes, remains weakly
supported due to a scarcity of rigorous evaluation or reliance on excessively brief,
ambiguous, or potentially biased indicators.14

The rapid technological evolution of social media platforms, with instantaneous

changes to algorithms and interfaces 25, constantly outpaces the slower pace of
academic research, particularly longitudinal studies. By the time robust research is
completed, the platforms, user behaviors, and content ecosystems may have
significantly changed, leading to inherent methodological limitations and persistent
research gaps.1 The limited access to proprietary data from technology companies
further exacerbates this research lag.1 This situation calls for agile research
methodologies, greater collaboration between academia, public health, and
technology companies (including secure data sharing), and a continuous, adaptive
approach to understanding and addressing social media's health impacts.
Policymakers must also consider this research lag when developing regulations,
ensuring they are flexible, evidence-informed, and forward-looking, rather than
merely reactive to outdated information.

Recommendations for Promoting Healthy Social Media

Engagement

Addressing the complex and pervasive impacts of social media on health requires a
collective and coordinated effort across various stakeholders. The following
recommendations outline strategies for individuals, families, educational institutions,
healthcare providers, technology companies, and governments to foster healthier
digital engagement.

Strategies for Individuals and Families

Individuals and families play a foundational role in cultivating healthy social media
habits. It is crucial to promote open and honest dialogue about digital well-being
within families, schools, and communities to reduce stigma and increase awareness.16
Parents should engage in conversations with their teens about how social media
makes them feel, reminding them that posts are often curated and do not represent a
full picture of someone's life.12

Developing and implementing healthy digital habits is essential, including setting

clear boundaries to balance online and offline activities.1 This involves establishing
tech-free zones during activities, mealtimes, and homework.12 Families should discuss
and agree on appropriate time limits for online engagement, breaking it down by
activity type.12 Encouraging

mindful consumption involves fostering awareness of how online interactions make

one feel, perhaps by keeping a journal to track emotions.12 Individuals should be
advised to unfollow pages and accounts that evoke negative feelings and instead
follow those that promote positive well-being.12 Self-monitoring through "behavior
experiments" can help individuals rate their emotions before and after social media
use to understand its personal impact.15

For online safety and critical thinking, it is vital to teach children and adolescents
about safe online practices, critical thinking skills, and responsible social media use.12
They should be reminded that their digital footprint is permanent and can have long-
term consequences.12 Individuals must also learn how to identify and avoid sharing
health misinformation.24 Finally,

seeking support is paramount; individuals, especially youth, should be encouraged

to reach out for help if negatively affected by social media or experiencing a mental
health crisis.1 Consulting a doctor or counselor is advisable if social media
significantly impacts sleep, work, or relationships.20 Parents and caregivers should

lead by example by limiting their own social media use and actively encouraging in-
person interactions with friends.1

Roles of Educational Institutions and Healthcare Providers

Educational institutions and healthcare providers are critical in shaping a healthier

digital environment. Digital literacy education should be a cornerstone, with
educational institutions investing in health-promoting school environments where
digital literacy is seamlessly embedded into the curriculum.16 This includes
implementing evidence-based programs covering responsible social media use,
online safety, and critical thinking skills.16 Educators should also strengthen and scale
programs that build resilience to misinformation.24

For enhanced mental health services, healthcare providers and institutions must
ensure access to confidential, non-judgmental, and affordable mental health services
that can address issues arising from problematic digital technology use.16 Health
professionals should proactively engage with patients and the public on health
misinformation and utilize technology and media platforms to share accurate health
information.24

Training and support are essential, providing specialized training to educators and
healthcare providers to deliver effective and inclusive digital literacy education and
support, enabling them to guide young people and patients effectively.16 Furthermore,

collaboration is key; healthcare practitioners should critically verify health

information before sharing or referencing it on social media platforms.7 They should
also partner with community groups and other local organizations to prevent and
address health misinformation.24

Responsibilities of Technology Companies

Technology companies bear significant responsibility for the health impacts of their
platforms. They must prioritize user health and safety in the design and
development of social media products and services.1 This includes establishing a
regulatory framework that encourages the responsible design of digital tools for
young users.16 For

content moderation and accountability, companies should enforce age restrictions

16
and create effective and timely systems to adjudicate requests and complaints from
young people, families, and educators regarding online abuse, harmful content, and
other threats.1 They must strengthen the monitoring of misinformation and address
the financial incentives that inadvertently reward content creators for spreading it.24
Finally,

data transparency is crucial; companies should conduct and facilitate transparent

and independent assessments of social media products' impact on youth mental
health.1 They must also share relevant health impact data with independent
researchers and the public in a timely, detailed, and privacy-protected manner.1

Policy and Regulatory Frameworks for Governments

Governments have a vital role in establishing frameworks that protect public health in
the digital age. Policymakers should strengthen protections for children and
adolescents on social media platforms by developing age-appropriate health and
safety standards.1 This includes requiring higher data privacy standards and pursuing
policies that further limit access to social media for all children and adolescents in
ways that minimize harm.1 To

regulate misinformation, governments are urged to formulate and implement

comprehensive laws and policies that facilitate the optimal use of social media for
health practices, particularly in contexts like Nigeria where such policies are currently
absent.7 Consideration should be given to international law to regulate the social
media industry to effectively address the global spread of misinformation.25

Governments should also support funding and research, increasing investment in

future research on the benefits and harms of social media use, and establishing the
impact of social media on youth mental health as a research priority.1 Engaging with
international partners working to protect children and adolescents against online
harm to their health and safety is also essential.1 For countries like Nigeria,
governments must address

infrastructure investment by tackling barriers such as inadequate electricity supply,

high data costs, and poor network connectivity to enable the effective and equitable
use of social media for health purposes.7

The complexity and pervasive nature of social media's health impacts mean that no
single entity—whether individual, company, or government—can address the problem
alone. The comprehensive set of recommendations spans multiple stakeholders,
highlighting the need for a coordinated, multi-stakeholder approach where each
group plays a distinct yet interconnected and mutually reinforcing role. Effective
solutions require a fundamental shift from siloed efforts to a collaborative ecosystem.
This implies the need for ongoing cross-sectoral dialogues, the development of
shared policy frameworks, and the implementation of integrated intervention
strategies that acknowledge the dynamic interplay between technology, human
behavior, and broader societal structures to foster a healthier digital environment.

Conclusion

This report has synthesized the multifaceted impacts of social media on health,
demonstrating its dual nature as both a powerful tool for public health advancement
and a significant source of health risks. Globally, social media facilitates
unprecedented health information dissemination, fosters vital community support,
drives impactful public health campaigns, and enhances professional development.
These benefits are particularly salient in Nigeria, where digital platforms offer unique
opportunities to bridge existing gaps in healthcare access and information.

However, the analysis also reveals substantial detriments. Social media contributes to
widespread mental health challenges, including anxiety, depression, and self-esteem
issues, a concerning rise in problematic use and addiction, significant sleep
disruption, the pervasive threat of cyberbullying, and growing body image
dissatisfaction. A critical public health concern is the rapid and wide-scale spread of
health misinformation, which can undermine trust in authoritative institutions and
hinder public health initiatives. In Nigeria, these global trends are amplified by unique
cultural, societal, and infrastructural factors, presenting both immense opportunities
for digital advancement in healthcare and exacerbating existing vulnerabilities.

The nuanced understanding that emerges from this analysis underscores that the
quality and purpose of social media engagement often matter more than mere time
spent online, suggesting a "U-shaped" relationship between use and well-being. This
indicates that a balanced approach, rather than complete abstinence, is often most
beneficial. Addressing these complex impacts requires a collective, adaptive, and
evidence-informed approach. The recommendations outlined emphasize a shared
responsibility across individuals, families, educational institutions, healthcare
providers, technology companies, and governments. By prioritizing digital literacy,
promoting responsible platform design, implementing robust policy and regulatory
frameworks, and investing in critical infrastructure, societies can maximize the
benefits of social media while mitigating its harms. This comprehensive strategy is
essential for fostering healthier digital engagement for all, particularly for vulnerable
populations globally and within Nigeria.

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