Exploring exposure to drug-related content on social media among youth and a pilot of drug prevention on TikTok
In today’s digital age, more and more activities are shifting to the online environment, especially among young people. An analogous trend is observable in the online trade of illicit drugs. The illicit drug market's trajectory is characterized by a growing complexity, propelled by swift developments within the domain of drugs. In addition, there is a lot of online communication about drug-related information by young people. However, conventional national monitoring mechanisms fall short in providing comprehensive insights into the dynamic landscape of online drug markets. At the same time, there are signals that young people are increasingly being tempted to buy drugs online, especially via social media. This can lower the threshold for eventually using drugs. The underlying mechanisms and motivational factors influencing young individuals to engage or abstain from such online transactions remain inadequately understood. Young people between the ages of 16 and 18 are of great significance in preventive efforts, as a substantial proportion refrains from current drug usage but may encounter drug-related content via social media channels. Given the substantial time spent by youth online and their reliance on social media for information, these emerging channels represent opportune avenues for disseminating preventive messages through online video content.
This research aims to scrutinize the exposure of youth aged 16 to 18 to drug-related content on social media (1) and investigates the efficacy of drug prevention through TikTok videos tailored to this target group(2). The initial segment entails an exposure study conducted with a panel of youth. Over a four-day period, participants are tasked with documenting encounters with drug-related content on social media. Pre- and post-research online questionnaires were administered to gauge changes in their experiences and interest in drug use. The second phase involves the creation and dissemination of 12 TikTok videos over a month, primarily targeting individuals aged 16-18. As TikTok is a prominent social media platform where this target group is anticipated to routinely encounter drug-related content, the study aims to explore the potential of this platform in preventing initial drug use. Analysis of metadata from the TikTok campaign aids in understanding the demographic profile, interests, and engagement levels of viewers, facilitating an assessment of the videos' impact on prompting further interventions.
The study runs from January 2024 to September 2024, precluding the disclosure of specific results within this abstract.
