Young Adults’ Interactions With Food and Nutrition Content on Social Media and Implications for Intervention Design: Semistructured Interview Study

Social media has become a pivotal source of nutritional information for young adults, yet the dynamics of their engagement with such content remain underexplored. Addressing this gap, a qualitative study was conducted with young adults in the United Kingdom to understand their interactions with food and nutrition-related social media content. The research aimed to inform the creation of future social media interventions.

The investigation utilized semistructured online interviews coupled with the Capability, Opportunity, Motivation–Behavior (COM-B) model, drawing data from 25 social media users (72% women, mean age 22.2 years) of diverse ethnic backgrounds. Conducted between August and October 2024, the study adhered to ethical standards approved by the University of Cambridge (24.368) and included insights from patient and public involvement to enhance relevance and acceptability.

Analysis through reflexive thematic methods identified five central themes: evolving engagement patterns, conflicted information seeking, multifaceted behavioral impact, shifting goals, and intervention preferences. Participants transitioned from passive consumption to interactive engagement, often influenced by algorithm-driven content. The credibility of information emerged as a challenge, with users employing varied strategies to discern trustworthy content amidst contradictory advice. Social media exerted both positive and negative behavioral influences, including cooking inspiration and triggers for restrictive eating.

Goals related to nutrition shifted from appearance-focused to health-centered, although participants remained susceptible to body-image issues. Preferences for interventions highlighted the need for reliable professional input, customizable options, and privacy safeguards. A significant theme was the reactive learning process, with participants developing “digital nutrition literacy” following adverse experiences. Social influences were the primary domain affecting interactions, mapped to the Theoretical Domains Framework/COM-B, underscoring the role of social opportunity and reflective motivation in shaping behavior.

The findings challenge the perception of passive content consumption, emphasizing the active role young adults play in managing misinformation. Successful digital interventions should empower users through tailored, credible content while ensuring privacy and emotional safety. Utilizing the COM-B and TDF frameworks, the study provides specific behavioral targets for eHealth interventions, particularly regarding social and reflective motivational opportunities. [NPID: social media, young adults, eating behavior, digital intervention]

Year: 2026

Reference: Tang, H., Ahern, A.L., Spreckley, M., Smith, A.D. (2026). Young Adults’ Interactions With Food and Nutrition Content on Social Media and Implications for Intervention Design: Semistructured Interview Study, J Med Internet Res.