A new study by YouGov and The Goat Agency finds that 70% of young men aged 18-34 express concerns about social media’s impact on mental health, with only 8% disagreeing that they have such concerns. The research, which surveyed 4,000 young men across the U.S. and teh U.K., reveals widespread apprehension about social media’s effects on both individual well-being and broader societal issues.
Trust and Platform Dynamics
The research indicates that 47% of young men trust what they see in traditional news media, while only a quarter trust content on social media platforms. However, 43% report trusting the influencers they personally follow, suggesting a more nuanced relationship with creator content versus general social media content.
Source: Goat, YouGov
Twenty-four percent of respondents report changing their primary social media platform to create a more positive experience, while 42% have unfollowed specific influencers who were negatively impacting their social media experience. The data shows that 40% have specifically unfollowed accounts due to mental health concerns.
Content Preferences and Role Models
The study finds that Comedy/Humor and Music influencers are the most followed categories among young men, each at 42%. These are followed by Food, Tech, and Sports/Personal Fitness/Health content, each at 38%. The research challenges assumptions about young male audiences, showing that 26% follow Fashion/Style/Modeling influencers and 26% follow Film/Theatre/Acting content.
Source: Goat, YouGov
When defining positive role models on social media, 54% of respondents prioritize kindness, empathy, compassion, and inspiration as the most important qualities. Being open about mental health ranks second at 48%, while wealth and career success rank significantly lower at 29%. Only 20% consider a high follower count or big online presence important for positive role models.
Mental Health and Platform Impact
The research reveals that 52% of respondents believe representations of masculinity on social media are causing social problems in their communities. Half of the young men surveyed state that depictions of men in social media advertising feel unattainable or unrealistic in terms of fitness, beauty, or wealth, with only 16% disagreeing.
In response to mental health concerns:
38% have followed more positive role models/influencers
29% have reduced their social media usage
25% have discussed social media’s impact with friends and family
11% have sought professional help
11% have stopped using social media entirely
Geographic Differences
The study identifies notable variations between U.S. and UK respondents. U.S. young men show higher recollection of brand/influencer partnerships at 54% compared to 44% in the UK. Additionally, U.S. respondents aged 25-34 demonstrate higher trust in social media than their 18-24 counterparts, while younger UK demographics show more trust in the influencers they follow.
The research, conducted in October 2024, was commissioned by The Goat Agency, a social and influencer marketing agency recently acquired by WPP to become part of GroupM. The survey methodology employed weighted figures to ensure representation of all UK and U.S. adults aged 18 and above.
Nick Cooke, co-founder & Chief Client Officer at Goat, notes that two-thirds of surveyed young men believe brands and influencers can help foster a more positive social media environment. The study suggests that 64% of respondents believe social media can become a better space for young men, highlighting potential opportunities for brands and creators to address current concerns.
The research indicates that 67% of respondents believe many positive male role models on social media are overlooked by the press, brands, or wider society, suggesting potential gaps in current marketing approaches and content creation strategies.
David Adler is an entrepreneur and freelance blog post writer who enjoys writing about business, entrepreneurship, travel and the influencer marketing space.
A new study by YouGov and The Goat Agency finds that 70% of young men aged 18-34 express concerns about social media’s impact on mental health, with only 8% disagreeing that they have such concerns. The research, which surveyed 4,000 young men across the U.S. and teh U.K., reveals widespread apprehension about social media’s effects on both individual well-being and broader societal issues.
Trust and Platform Dynamics
The research indicates that 47% of young men trust what they see in traditional news media, while only a quarter trust content on social media platforms. However, 43% report trusting the influencers they personally follow, suggesting a more nuanced relationship with creator content versus general social media content.
Source: Goat, YouGov
Twenty-four percent of respondents report changing their primary social media platform to create a more positive experience, while 42% have unfollowed specific influencers who were negatively impacting their social media experience. The data shows that 40% have specifically unfollowed accounts due to mental health concerns.
Content Preferences and Role Models
The study finds that Comedy/Humor and Music influencers are the most followed categories among young men, each at 42%. These are followed by Food, Tech, and Sports/Personal Fitness/Health content, each at 38%. The research challenges assumptions about young male audiences, showing that 26% follow Fashion/Style/Modeling influencers and 26% follow Film/Theatre/Acting content.
Source: Goat, YouGov
When defining positive role models on social media, 54% of respondents prioritize kindness, empathy, compassion, and inspiration as the most important qualities. Being open about mental health ranks second at 48%, while wealth and career success rank significantly lower at 29%. Only 20% consider a high follower count or big online presence important for positive role models.
Mental Health and Platform Impact
The research reveals that 52% of respondents believe representations of masculinity on social media are causing social problems in their communities. Half of the young men surveyed state that depictions of men in social media advertising feel unattainable or unrealistic in terms of fitness, beauty, or wealth, with only 16% disagreeing.
In response to mental health concerns:
Geographic Differences
The study identifies notable variations between U.S. and UK respondents. U.S. young men show higher recollection of brand/influencer partnerships at 54% compared to 44% in the UK. Additionally, U.S. respondents aged 25-34 demonstrate higher trust in social media than their 18-24 counterparts, while younger UK demographics show more trust in the influencers they follow.
The research, conducted in October 2024, was commissioned by The Goat Agency, a social and influencer marketing agency recently acquired by WPP to become part of GroupM. The survey methodology employed weighted figures to ensure representation of all UK and U.S. adults aged 18 and above.
Nick Cooke, co-founder & Chief Client Officer at Goat, notes that two-thirds of surveyed young men believe brands and influencers can help foster a more positive social media environment. The study suggests that 64% of respondents believe social media can become a better space for young men, highlighting potential opportunities for brands and creators to address current concerns.
The research indicates that 67% of respondents believe many positive male role models on social media are overlooked by the press, brands, or wider society, suggesting potential gaps in current marketing approaches and content creation strategies.
Get the full report here.