Self-Care in the Scroll Era: Mental Health Strategies Used by Gen Z Social Media Influencers
Keywords:
Generation Z, social media influencers, mental health, self-care, qualitative research, digital well-beingAbstract
This study aimed to explore the self-care strategies employed by Generation Z social media influencers in Tehran to manage their mental health amidst the challenges of constant digital engagement, online visibility, and emotional labor. A qualitative research design was employed using semi-structured, in-depth interviews with 20 self-identified Gen Z social media influencers aged 19 to 26, all based in Tehran. Participants were purposively sampled and included only those with over 10,000 followers and at least two years of content creation experience. Data collection continued until theoretical saturation was reached. Interviews were transcribed verbatim and analyzed thematically using NVivo software, following Braun and Clarke’s six-phase framework. Analysis revealed four main themes: (1) navigating digital boundaries, which included time management, curating online presence, and offline rituals; (2) emotional self-regulation strategies, such as coping with negative feedback, using mindfulness, and leveraging peer support; (3) identity and authenticity management, which highlighted tensions between public and private personas and struggles with impostor syndrome; and (4) preventive and proactive self-care, including structured routines, creative expression, and engagement with professional mental health resources. Participants described social media as both a source of stress and a medium for coping, emphasizing the dual role of digital platforms in their mental health experiences. Gen Z influencers practice multidimensional self-care strategies that are deeply integrated with their digital lives. These findings underscore the need for nuanced approaches to youth mental health, digital wellness education, and platform responsibility. The study offers valuable insights for researchers, clinicians, and social media stakeholders interested in supporting the psychological resilience of young digital creators.
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