A new study by Hopelab reveals that LGBTQ+ youth are forming strong parasocial relationships with smaller social media content creators, potentially impacting their mental health and well-being. 

The report, based on a survey of 1,526 LGBTQ+ young people aged 13-22 in the United States, has found that 93% of respondents use social media either “several times a day” (57%) or “almost constantly” (36%). 

Source: Hopelab

TikTok and YouTube emerge as the most popular platforms for following favorite content creators, with over half of the participants using these platforms.

Notably, the study indicates that LGBTQ+ youth are forming stronger connections with content creators who are not major celebrities but are known primarily for their social media presence. 

The top content creators listed by participants have follower counts in the millions but fall short of the hundreds of millions typically associated with major celebrities.

Parasocial Relationships

Parasocial relationships, defined as the social and emotional bonds audiences develop with media figures, are particularly strong among the surveyed LGBTQ+ youth. 

The study measures these relationships in two dimensions: parasocial communication and parasocial support. For parasocial communication, 39% of participants scored in the “strong” category, while 54% scored in the “strong” category for parasocial support.

The research suggests that these parasocial relationships may be essential for transgender and non-binary youth. Strong parasocial relationships are associated with higher levels of transgender pride and community connectedness among these participants.

Source: Hopelab

Interactivity plays a crucial role in strengthening these relationships. The study reports that 61% of participants have somehow interacted with their favorite content creator’s posts. 

Those who reached out to content creators at least once showed stronger parasocial relationships compared to those who never reached out.

However, the research also notes a correlation between strong parasocial relationships and higher levels of depression. 

In interviews conducted as part of the study, participants suggest that those dealing with depression may find parasocial relationships particularly important as a low-risk way to feel connected.

AI Chatbots

Up to 40% of respondents report having ongoing conversations with AI chatbots, with an additional 16% expressing openness to doing so in the future. 

Source: Hopelab

Transgender and non-binary participants, as well as teens, are more likely to engage with AI chatbots compared to cisgender LGBTQ+ participants and young adults respectively.

The study identifies three main themes in how LGBTQ+ youth experience joy from online interactions: online conversations and relationships, shared identity, and feeling less alone. 

Many participants report that social media allows them to find support, connect with others who share their identities, and feel less isolated, especially in less accepting environments.

The report calls for further research on how young people use and interact with AI chatbots and the potential benefits and challenges associated with their use.

Hopelab, the organization behind the study, is a social innovation lab and impact investor that focuses on supporting the mental well-being of adolescents, particularly BIPOC and LGBTQ+ young people.

The research was conducted in collaboration with Dr. Bradley Bond, a professor at the University of San Diego specializing in parasocial relationships and media effects on identity and outgroup attitudes.

“In a hetero- and cisgender-normative society, it is essential for marginalized populations, such as transgender and nonbinary young people, to have access to resources as they develop their sexual and gender identities,” Dr. Bond said in a news release. 

Dr. Bond believes that parasocial relationships and technology like generative AI can play a vital role for LGBTQ+ young people who are dealing with isolation and lack of in-person support.

Read the full report here.