In a novel pilot study published in the journal Digital Health in April 2024, researchers from the University of Exeter and Aston University investigate whether following “healthy eating” accounts on Instagram can influence individuals’ perceptions of social norms surrounding food consumption, as well as their own eating intentions and self-reported dietary habits.

The study employed a mixed factorial design, with 52 male and female student participants randomly assigned to either an intervention condition, where they follow Instagram accounts with a high proportion of fruit and vegetable photos, or a control condition, following interior design accounts.

After a two-week period, the researchers found no significant changes in participants’ perceptions of what others eat or in their own intentions to consume fruits, vegetables, energy-dense snacks, or sugar-sweetened beverages. However, the data revealed a striking effect on self-reported consumption behaviors.

Participants in the intervention condition reported increasing their daily fruit and vegetable intake by an average of 1.37 servings compared to just 0.34 servings for those in the control group – a large effect size of d=1.1. Even more surprisingly, those following the healthy eating accounts also decreased their consumption of snacks and sugary drinks by 0.81 items per day on average. In comparison, the control group decreased by only 0.19 items (d=0.6).

“This pilot study demonstrates that a novel social media-based intervention asking participants to follow healthy eating accounts on Instagram over two weeks resulted in an increase in self-reported fruit and vegetable consumption and a decrease in energy-dense snacks and sugar-sweetened beverages,” the authors state.

Contrary to expectations, the intervention’s impact on eating behavior was not mediated by shifts in perceived social norms about others’ eating habits and preferences. Instead, exploratory analyses suggest the effects may have been driven by participants’ level of affiliation and identification with Instagram users.

“Mediation analyses showed that measures of affiliation significantly mediated the effects of the intervention on increased fruit and vegetable consumption, and also for decreased snack and sugary drink consumption,” the analysts explain.

While the study has limitations, including its reliance on self-report measures and a small student sample, the researchers believe the large effect sizes obtained provide compelling initial evidence that social media platforms could serve as powerful tools for encouraging healthy dietary choices, particularly among young adults.

“Further research is now required to examine if these results can be replicated in a larger, more diverse sample,” the authors note. “But overall, this study suggests that social media could be a useful tool with which to promote healthy eating by young adults in a simple and cost-effective manner.” Read the full study here.