Social Media in Physical Activity Interventions Targeting Obesity Among Young Adults: Trends, Challenges, and Lessons from Instagram, TikTok, YouTube, and Facebook

Abstract

With billions of users worldwide, social media has become a powerful force in shaping lifestyle behaviors, including physical activity (PA), particularly among young adults. This narrative review examined the growing role of social media–driven interventions in promoting PA among young adults at risk of obesity. We analyzed the application of behavior change theories, including Social Cognitive Theory, the Theory of Planned Behavior, the COM-B, and specific behavior change techniques, alongside the role of intersectionality in shaping intervention effectiveness. Platform-specific strategies across Instagram, TikTok, YouTube, and Facebook were summarized, highlighting engagement mechanisms, personalized content delivery, and behavior change approaches that influence behavioral, physiological, and motivational outcomes. Despite these opportunities, challenges such as ethical concerns, misinformation, accessibility barriers, and quality control issues remained significant. Finally, future directions were outlined, including integration with wearables, AI-driven multi-platform strategies, co-designed interventions, and policy frameworks to optimize digital health promotion. In conclusion, social media offers considerable potential as a cost-effective, accessible tool for promoting PA and preventing obesity in young adults, though effectiveness is limited by misinformation, unregulated content, and poor quality control.

1. Introduction

Since 1990, the prevalence of overweight and obesity among young adults has risen markedly, affecting over 21.4 million individuals aged 15–24 in 2021, with projections indicating an additional 3.41 million cases by 2050 (Ng et al., 2024). In addition to imposing a significant burden on medical care (Cawley et al., 2021), obesity increases the risk of type 2 diabetes, cardiovascular disease, certain cancers, reduced life expectancy, and mental health issues such as stigma, with earlier onset in adulthood linked to more severe health outcomes (Ahmed & Mohammed, 2025; C. Liu et al., 2024; Westbury et al., 2023).

Regular engagement in physical activity (PA) is a key strategy for preventing overweight and obesity. Evidence shows that structured exercise programs in emerging adults significantly reduce body mass index (BMI) and fat mass (Jakicic et al., 2018; Pearson et al., 2014; Silveira et al., 2022; H. Wang et al., 2023). A recent systematic review indicates that achieving at least 150 min of moderate-intensity exercise weekly yields notable health benefits including improved cardiometabolic and body composition outcomes (Martínez-Vizcaíno et al., 2024). Data highlight its role in lowering type 2 diabetes risk (Thielen et al., 2023), improving metabolic syndrome markers (Liang et al., 2021), and enhancing quality of life irrespective of weight change (Al-Mhanna et al., 2024). In this regard, behavioral goal-setting strategies improve long-term adherence and motivation (Garstang et al., 2024) and community-level measures such as enhancing walkability and recreational access are linked to higher activity levels and reduced obesity risk (Althoff et al., 2024).

Social media has increasingly emerged as a potent platform for shaping health-related behaviors, particularly among young adults (Dadgostar et al., 2025). Platforms such as Instagram and TikTok enable the dissemination of evidence-based health information, foster peer support, and facilitate interactive interventions that promote PA, healthy dietary practices, and psychological well-being (Elaheebocus et al., 2018). Evidence indicates that interventions delivered via social media, especially those incorporating behavior change strategies such as goal-setting, self-monitoring, and gamification, significantly enhance engagement, adherence, and sustained behavior change (Edwards et al., 2016; Seiler et al., 2022; Simeon et al., 2020). The interactive and widely accessible nature of social media platforms provides real-time feedback, social reinforcement, and broad reach, which are crucial factors in maintaining motivation and promoting adherence to health behaviors (G. Williams et al., 2014).

Despite growing interest in social media interventions for health, little is known about their impact on young adults’ PA and weight outcomes. Most meta-analyses and systematic reviews report only modest short-term benefits, with limited long-term follow-up or consistent engagement metrics (Loh et al., 2023; Shiyab et al., 2023). In this context, few interventions are specifically tailored to emerging adults (aged 18–30); instead, this group is often merged with general adult samples, masking age-specific effects (Goodyear et al., 2021). Additionally, there has been limited research addressing the impact of newer content formats such as short-form videos or influencer-led challenges despite their growing popularity on platforms like TikTok and Instagram (Sawesi et al., 2016; Shiyab et al., 2023). Emerging digital behavior change interventions (DBCIs) show small to moderate effects on PA and body metrics, suggesting the need for further high-quality trials with age-appropriate design (Lee & Park, 2025). However, research to date has focused primarily on user engagement, with far less attention given to platform algorithms, the comparative effectiveness of different content formats, or differential outcomes across gender and socioeconomic status (González-Serrano et al., 2024; Yip et al., 2024). Methodological limitations, such as weak reporting quality and small sample sizes, further constrain the evidence base (Dadgostar et al., 2025; Maher et al., 2014). These gaps highlight the need for a review on how social media shapes PA interventions for obesity prevention in young adults.

Therefore, the present review explores the expanding role of social media in PA interventions targeting obesity among young adults. In this study, social media-based interventions refer to structured strategies that leverage social media platforms to deliver, support, or enhance health-related behavior change, such as public information campaigns delivered via social media channels, mobile or web-based tools with integrated social media features for progress tracking and community support, and influencer-led initiatives using personal storytelling and behavioral modeling to promote healthy lifestyles. The review highlights emerging strategies, key behavioral and health outcomes, and the practical challenges of implementation. The objectives are to identify knowledge gaps and provide insights to guide future research and enhance the design of digital health interventions, ultimately supporting more effective, engaging, and accessible approaches to obesity prevention in young adults.

2. Methods

This narrative review employed a thematic synthesis methodology and was carried out in a structured manner following established methodological guidelines for narrative literature reviews to ensure rigor, transparency, and coherence in the synthesis process (Baethge et al., 2019; Ferrari, 2015; Motevalli, 2025). Before conducting the review, a preliminary literature search was performed to assess the nature and scope of the available studies and to determine the most appropriate review methodology (Motevalli, 2025). Given the considerable variability in study designs, intervention characteristics, outcome measures, and reporting practices, as well as the emerging and relatively novel nature of social media–driven interventions in this field, a quantitative meta-analysis was considered methodologically inappropriate, as pooling such diverse data could result in misleading or non-generalizable conclusions. Therefore, a narrative review approach was employed, which allows a more flexible synthesis of evidence across conceptually diverse studies, facilitates the identification of recurring themes and theoretical patterns, and accommodates variations in study contexts and measurement approaches.

The literature search was conducted through PubMed, Scopus, Web of Science, and Google Scholar. The search period spanned from January 2010 to June 2025 to capture contemporary evidence on the topic. To identify relevant studies, a pre-defined search strategy using Boolean operators (AND, OR, and NOT) and truncation symbols was implemented, incorporating comprehensive keywords and subject terms related to “social media,” “physical activity,” “obesity,” and “young adults.” Additionally, reference lists of key articles and relevant reviews were manually screened to identify studies not captured through database searches. To ensure extensive coverage and account for terminological variations across disciplines and databases, synonyms, related terms, and alternative spellings were systematically included for each core concept. For “social media,” the search incorporated both platform-specific and general terms, including “Instagram,” “TikTok,” “YouTube,” “Facebook,” “social networking,” “digital media,” “online communities,” “virtual networks,” “internet-based communication,” “social platforms,” “user-generated content,” and “online engagement.” For “physical activity,” the concept was broadened to encompass related expressions such as “exercise,” “fitness,” “movement,” “active lifestyle,” “sport,” “recreational activity,” “aerobic,” and “strength training.” For “obesity,” the search included associated terms reflecting various indicators and classifications, such as “overweight,” “body weight,” “body mass index,” “BMI,” “weight loss,” “weight reduction,” and “body composition.” For “young adults,” relevant age-related descriptors were incorporated, including “emerging adults,” “college students,” “university students,” “youth,” “late adolescents,” “students,” “young people,” and “early adulthood.” All search terms were customized for each database using both controlled vocabulary and free-text fields to ensure comprehensive and reproducible search.

Studies were selected based on predefined inclusion and exclusion criteria to ensure the relevance and methodological rigor of the review. Inclusion criteria encompassed peer-reviewed empirical studies that evaluated social media–based interventions designed to promote PA or prevent obesity among young adults. Eligible studies included those reporting quantitative outcomes (such as BMI, moderate-to-vigorous PA, or adherence metrics), as well as qualitative findings related to behavioral engagement, health perception, or user experience (such as review studies). Exclusion criteria included opinion papers, commentaries, editorials, study protocols, conference abstracts, and publications not available in English.

Out of the 355 records initially identified through database searches, a total number of 90 unique studies fulfilled the inclusion criteria and were incorporated into the thematic synthesis to identify recurring patterns, themes, and conceptual insights across literature. Thematic synthesis followed a standardized approach involving three iterative stages: (1) coding of study findings, (2) development of descriptive themes capturing patterns across studies, and (3) generation of higher-order analytical themes that synthesized overarching concepts and insights (Thomas & Harden, 2008).

3. Conceptual Background

3.1. Social Media in Health Promotion

Social media is playing an increasingly influential role in shaping PA interventions targeting obesity among young adults. One of its key strengths lies in effective information dissemination, enabling health professionals, influencers, and public campaigns to share evidence-based messages, exercise tips, and lifestyle guidance with a wide audience in real time (Flaherty & Mangan, 2025; Kanchan & Gaidhane, 2023; Lozano-Chacon et al., 2021). Platforms like Instagram, YouTube, and TikTok are particularly effective in delivering visually engaging content tailored to the preferences and habits of young users, helping to raise awareness and promote behavior change (Chan & Allman-Farinelli, 2022; O’Donnell et al., 2023; Sattora et al., 2024). In addition to sharing information, social media creates opportunities for social support and peer influence, two critical factors for motivation and adherence in this age group. Peer-led challenges, virtual fitness groups, and online communities foster a sense of accountability and encouragement, which can enhance participation and the success of interventions (Yeo et al., 2025).

To further increase engagement, many programs now incorporate gamification elements such as leaderboards, achievement badges, and progress trackers. These tools have been shown to improve outcomes like step counts, body composition, and user retention, particularly when tailored to individual needs (Hydari et al., 2023; Nishi et al., 2024). At the same time, behavioral nudges, including push notifications, reminders, and app-based goal setting are being used to guide users toward healthier behaviors in subtle but effective ways. While these digital strategies show early promise, more rigorous and long-term evaluations are needed to fully understand their impact among young adults (S. Liu & Willoughby, 2018). Overall, social media offers a flexible, interactive, and cost-effective platform for delivering PA interventions that are both scalable and responsive to the unique needs of young populations.

3.2. Social Media and Behavior Change Theories

Behavior change theories provide a structured framework for understanding how social media can shape PA behaviors aimed at preventing obesity in young adults. By integrating models such as Social Cognitive Theory, Theory of Planned Behavior, Behavior Change Techniques, and the Capability, Opportunity, Motivation-Behavior, social media–based interventions can be designed to be systematic, evidence-based, and effective in promoting sustained lifestyle changes that reduce obesity risk.

3.2.1. Social Cognitive Theory

Social Cognitive Theory (SCT), developed by Albert Bandura, highlights the reciprocal interaction between personal factors, environmental influences, and behavior (Bandura, 1998). Within the digital era, social media provides a unique environment where these reciprocal influences are visible and reinforced. In interventions targeting PA, SCT is highly relevant because platforms like Instagram and TikTok enable users to observe peers or influencers engaging in exercise routines, fostering observational learning. This exposure enhances users’ self-efficacy, or belief in their own ability to adopt similar behaviors, which is crucial for initiating and sustaining change (Durau et al., 2022). Additionally, positive outcome expectations, such as improved health or mood, further motivate behavior adoption. For example, participation in influencer-led fitness challenges or following documented weight-loss journeys exemplifies SCT principles in action (Bandura, 2001).

3.2.2. Theory of Planned Behavior

The Theory of Planned Behavior (TPB) focuses on how intentions predict actual behavior, shaped by three key components: attitudes toward the behavior, subjective norms (perceived social pressures), and perceived behavioral control (belief in one’s ability to perform the behavior) (Ajzen, 1991). Social media platforms act as facilitators of these elements by amplifying subjective norms through peer encouragement, strengthening perceived behavioral control via interactive feedback, and shaping attitudes with exposure to health-promoting content. For instance, virtual groups, fitness challenges, and peer comments within digital platforms enhance users’ motivation and increase the likelihood of adopting PA behaviors (Xiao et al., 2025).

3.2.3. Behavior Change Techniques

Behavior Change Techniques (BCTs) are practical strategies embedded within interventions that play a vital role in digital health promotion. Social media-based interventions can embed these techniques seamlessly within everyday interactions, making them highly accessible to young adults (Goodyear et al., 2021). Common BCTs include goal setting (e.g., defining daily step targets), self-monitoring (tracking progress via apps or posts), and performance feedback (peer or automated responses) (Direito et al., 2017). These techniques have been consistently linked to improved engagement and PA outcomes, particularly in young adults. For instance, fitness tracking apps and Instagram activity content effectively utilize these techniques to motivate sustained behavior change (Michie et al., 2013; Sebastian et al., 2021).

3.2.4. Capability, Opportunity, Motivation Behavior

The COM-B (Capability, Opportunity, Motivation-Behavior) offers a multidimensional lens for intervention planning (Michie et al., 2011). Social media interventions align closely with this framework because they simultaneously enhance capability (through educational videos and tutorials), opportunity (via online communities and peer-led challenges), and motivation (through gamified features and reinforcement) (Brown et al., 2024). Importantly, a recent study demonstrated that COM-B constructs explain 31% of the variance in PA behaviors among young adults, highlighting its practical relevance and positioning it as a valuable theoretical guide for designing social media–based interventions targeting obesity (Willmott et al., 2021).

Table 1. Summary of behavior change theories in social media-based interventions.

Theory	Core Components	Applications in Social Media	Key References
Social Cognitive Theory (SCT)	Observational learning, self-efficacy, outcome expectations	Users observe influencers/peers modeling healthy behaviors on platforms like Instagram or TikTok; increases confidence and motivation to engage in physical activity.	(Bandura, 1998) (Bandura, 2001) (Durau et al., 2022)
Theory of Planned Behavior (TPB)	Attitudes, subjective norms, perceived behavioral control	Peer challenges and supportive comments improve subjective norms and perceived control; intentions are strengthened.	(Ajzen, 1991) (Xiao et al., 2025)
Behavior Change Techniques (BCTs)	Goal setting, self-monitoring, feedback on performance	Apps and social media platforms integrate BCTs (e.g., fitness tracking, reminders, likes) to maintain engagement and behavior.	(Goodyear et al., 2021) (Direito et al., 2017) (Michie et al., 2013) (Sebastian et al., 2021)
COM-B	Capability, Opportunity, Motivation-Behavior	Social media enhances capability (tutorials), opportunity (communities), and motivation (gamification, social support).	(Michie et al., 2011) (Brown et al., 2024) (Willmott et al., 2021)

summarizes the main behavior change theories, demonstrating how they are operationalized in social media platforms to encourage active lifestyles.

3.3. Social Media and Intersectionality

Social media’s effectiveness in promoting PA among young adults varies significantly across intersecting social identities such as gender, socioeconomic status (SES), and cultural background (Du & Li, 2022). Research has shown that low-income young women often face compounded barriers including safety concerns (Batalha et al., 2025), limited access to facilities (Shabu et al., 2023), and restrictive gender norms that differ markedly from those experienced by their male or higher-SES peers (Hoebeke, 2008). At the same time, peer social support remains a critical driver of activity engagement; however, its influence is notably stronger among low-SES male youths than in other demographic groups, suggesting a need for subgroup-specific intervention design (Mamede et al., 2022).

Moreover, cultural and ethnic identity shapes how young adults perceive health messages and body-related content on social platforms (Abdoli et al., 2024; Kreuter & McClure, 2004). For example, marginalized cultural groups may respond differently to “fitspiration” content depending on internalized body ideals and cultural norms (Jerónimo & Carraça, 2022). Intersectionality theory emphasizes that identity-driven influences are not additive but interactive; therefore, social media interventions must account for the intersecting dimensions of gender, SES, and culture rather than a single axis of identity (Hankivsky & Christoffersen, 2008).

Despite these insights, most existing interventions fail to consider intersectionality in design or evaluation. A recent systematic scoping review noted that only a small fraction of PA research intentionally applies an intersectional lens, and the majority rely on qualitative methods rather than robust quantitative analyses (Lim et al., 2021). Another qualitative study focused on young people’s lived experiences highlighted the concept of “PA insecurity,” a sense of exclusion or unsafety in PA spaces driven by intersecting inequalities such as gender, sexual orientation, SES, and ethnicity underscoring the importance of inclusive and context-sensitive digital health interventions (Dodd-Reynolds et al., 2024).

4. Social Media-Driven PA Interventions

In recent years, there has been a growing emphasis on using platform-specific social media interventions particularly through Instagram, YouTube, TikTok, and Facebook to promote PA among young adults at risk of obesity. Each platform presents distinct features that allow for personalized content delivery, varying engagement mechanisms, and targeted behavior change strategies.

Instagram, with its visually driven interface, helps with visual storytelling and identity shaping through fitness-related imagery, transformation narratives, and motivational infographics. Interventions utilizing Instagram often incorporate peer-led challenges, progress tracking via Stories, and inspirational content (Curtis et al., 2020; Z. H. Lewis & Danayan, 2021; Tricás-Vidal et al., 2022). For example, a 12-week Instagram-delivered exercise program for inactive young women proved feasible and showed preliminary efficacy: participants received video demonstrations, motivational content, and weekly exercise prompts via Instagram. The study reported increases in self-reported PA and well-received engagement metrics (likes, comments, and completion rates), indicating promise for platform-based delivery (Curtis et al., 2020). Such visual cues and community feedback mechanisms appear to reinforce self-efficacy and perceived social norms around regular PA. From another dimension, a statistical study of 443 Instagram accounts with over one million followers in health-related categories revealed that health promotion is not the predominant narrative among these influencers (Picazo-Sánchez et al., 2022). Instead, they tend to promote beauty and normative body ideals. The study confirmed a correlation between posting health content, the influencers’ gender, and the average age of their audiences, emphasizing the need for improved ethical protocols on social media to limit the impact of misleading content.

YouTube, as a long-form video platform, enables vlogging, detailed exercise demonstrations, and the formation of parasocial relationships with fitness influencers (Kim et al., 2024; Sokolova & Perez, 2021). Evidence from a well-conducted randomized controlled trial, delivered via YouTube, indicates that overweight young adults significantly increased their moderate-to-vigorous PA (MVPA), reduced sedentary behavior, improved sleep efficiency, and enhanced intrinsic motivation compared to controls after twelve weeks (McDonough et al., 2022). These results highlight the feasibility of scalable YouTube-delivered PA programs for this demographic (McDonough et al., 2022).

TikTok, a platform characterized by short, visually engaging trend-based videos, has shown potential to influence PA behaviors among young adults. A comprehensive content analysis of 297 TikTok workout videos revealed that many lacked verbal instruction and often featured objectifying imagery, yet prominently showcased diverse creators and fitness trends that could implicitly model PA behaviors (Nuhn et al., 2025). Experimentally, a study examining TikTok “fitspiration” videos found that exposure increased appearance comparison and negative mood among young women, mediated by heightened body surveillance highlighting potential psychological risks despite the presence of behavioral motivation cues (Pryde & Prichard, 2022). Additionally, a mixed-method analysis of EduTok health videos showed that motivational framing elements such as cues to action, perceived outcome severity, and peer role modeling generated higher engagement, indirectly suggesting that TikTok content can successfully incorporate behavior change strategies even within short video formats (McCashin & Murphy, 2023).

Facebook, while somewhat less popular among Gen Z, is a powerful platform for group-based PA interventions. Several randomized trials have demonstrated meaningful increases in PA among young adults using Facebook support groups (Lau et al., 2022; Looyestyn et al., 2018; Valle et al., 2013). For instance, the Facebook-delivered intervention known as FITNET, aimed at young adult cancer survivors found that participants in the Facebook-delivered intervention increased weekly light PA by 135 min and showed meaningful weight loss over 12 weeks, compared to a self-help control group even though some differences in MVPA were not statistically significant (Valle et al., 2013). Similarly, the Active Team intervention, delivered via a Facebook app, resulted in an average increase of 135 min/week in MVPA at 8 weeks, largely driven by walking and accompanied by high engagement and retention (Maher et al., 2015).

Taken together, these findings suggest that platform-tailored social media interventions can effectively promote PA and reduce obesity risk among young adults. Nevertheless, more rigorous, theory-based trials are needed to confirm their long-term efficacy and ensure fair reach across diverse demographic groups and establish ethical guidelines and quality control standards.

Table 2. Summary of common platform-specific social media interventions for promoting PA among young adults.

Platform	Core Functionalities	Approach Used in Interventions	Key References
Instagram	Visual storytelling, identity presentation	Fitness challenges, transformation posts, motivational imagery, peer-led stories	(Curtis et al., 2020) (Z. H. Lewis & Danayan, 2021) (Tricás-Vidal et al., 2022) (Picazo-Sánchez et al., 2022)
YouTube	Long-form videos, tutorials, parasocial engagement	Vlogs, structured home workouts, influencer-led programs	(Kim et al., 2024) (Sokolova & Perez, 2021) (McDonough et al., 2022)
TikTok	Short-form, trend-driven videos	Fitspiration, dance/exercise trends, motivational framing	(Nuhn et al., 2025) (Pryde & Prichard, 2022) (McCashin & Murphy, 2023)
Facebook	Group-based features, peer interaction, long-form content	Private fitness groups, goal tracking, messaging threads	(Lau et al., 2022) (Looyestyn et al., 2018) (Valle et al., 2013) (Maher et al., 2015)

shows the core functionalities of major social media platforms, their application in PA interventions, and the associated behavioral outcomes.

Engagement Strategies to Enhance PA Targeting Obesity

One of the most compelling ways to boost PA in social media interventions is through gamification and social incentives. In the STEP UP trial, overweight and obese adults who engaged in gamified challenges such as team competition, rewards, and peer support showed a significant increase of approximately 900–1700 extra steps per day compared to controls over 24 weeks, with sustained effects through follow-up in the competition arm (Patel et al., 2019). Similarly, the LOSE IT trial demonstrated that team-based gamification involving friends or family improved weight loss outcomes over 36 weeks, highlighting the power of collaborative motivation (Kurtzman et al., 2018). Additional interventions using platforms like WeChat in university settings combined daily goal reporting, peer encouragement, and virtual rewards, resulting in higher daily PA and better BMI control versus control groups (Fang et al., 2019).

Another key strategy is personalized feedback and tailored intervention content. Research involving wearable trackers and mobile health apps shows that users achieve modest but meaningful improvements, approximately 500 extra steps/day, minor BMI reduction (0.3 kg/m²), and body fat percentage decrease (1.9%), when apps provide personalized feedback based on real-time activity data, compared to non-gamified versions (Nishi et al., 2024). A mixed-method study examining the efficacy of a mobile app further revealed that overweight users desired customization and tracking features aligned with their habits and preferences, indicating higher adherence when privacy settings and social comparison options were adjustable (Laranjo et al., 2020).

Influencer-led interventions and community accountability models also play influential roles. A randomized trial of a university-based social media exercise program found that anonymous peer networks (seeing group members’ exercise participation) led to more exercise class enrollments than promotional messaging alone, boosting moderate PA engagement by ~1.6 additional days per week compared to controls (Zhang et al., 2015). Engagement with fitness influencers, especially those sharing personal transformations, relatable narratives, or structured workout content, has been shown to positively affect young adults’ PA identity, motivation, and exercise norms. A cross-sectional study in the USA found that followers who felt encouraged by fitness influencers on Instagram were significantly more likely to meet world health organization (WHO) PA guidelines, particularly among women and millennials (Tricás-Vidal et al., 2022). In addition, a recent scoping review highlighted multiple pathways, such as emotional identification, parasocial engagement, and encouragement cues through which influencer content influences exercise intent and behavior (Lavoie et al., 2025). Another research show that influencer credibility, attractiveness, and content quality directly predicted parasocial relationships, which in turn strongly predicted adolescents’ intentions to become more physically active (Aschwanden & Messner, 2024). These findings suggest that influencer-led interventions can enhance engagement by embedding social visibility, normative support, and accountability within digital community ecosystems.

5. Social Media, PA, and Obesity Outcomes in Young Adults

The impact of social media-driven interventions on obesity and the associated health-related outcomes has been the focus of increasing research in young adults. These interventions typically leverage platform-specific features to deliver PA programs, foster user engagement, and facilitate sustained behavior change.

Table 3. Social media–based PA interventions targeting health and weight management outcomes.

Study	Country	Population	Platform	Intervention	Measures	Outcomes
(Ashton et al., 2017)	Australia	n = 50; young men aged 18–25 y	Facebook	3-month program: eHealth (website, wearable, Facebook group) along with face-to-face sessions, and home-based exercise	Steps/day, diet quality, MVPA, anthropometrics, cholesterol	Improvements in MVPA; reduction in weight, BMI, fat, waistline, cholesterol; no steps/day change
(Cavallo et al., 2012)	USA	n = 134; university students	Website + Facebook group	12-week program using fitness education, self-monitoring, peer support vs. web-only	Social support for PA, self-reported PA	Increased social support in intervention group; PA improvement
(Curtis et al., 2020)	Australia	n = 16; 100% females; mean age = 23 y	Instagram	12-week quasi-experimental program; daily running and weight exercise, and video demonstrations	self-reported PA, cardiorespiratory fitness	slight fitness improvement
(Godino et al., 2016)	USA	n = 404; overweight young adults; mean age = 22.7 y	Facebook, apps, SMS, email, website	2-year adaptive theory-based weight-loss program with multi-channel delivery & coach support	Weight at 6, 12, 18, 24 months	Weight improvements at 6 and 12 months; no sig differences at 18 or 24 months
(Hutchesson et al., 2018)	Australia	n = 57; young women; age = 18–35 y	Facebook, website, app, email, SMS	6-month tailored e-health program with self-monitoring & lifestyle guidance via multi-channels	Weight, body fat, diet	Reduction in body; no sig weight loss vs. control
(McDonough et al., 2022)	USA	n = 64; 75% females; mean age = 22.8 y	YouTube	12-week RCT including remote aerobic and strength training program based on self-determination theory with instructional videos	MVPA, strength frequency, intrinsic motivation, perceived PA barriers	Improvements in MVPA and strength frequency
(Napolitano et al., 2013)	USA	n = 52; college students; 86% females; mean age = 20.5 y	Facebook	8-week weight loss program, with or without additional text messaging and personalized feedback	Weight change	Weight reduction in Facebook + peer support group
(Napolitano et al., 2021)	USA	n = 459; overweight young adults; mean age = 23.3 y	Facebook, SMS	18-month digital weight-loss program: tailored vs. generic vs. control	Weight at 6, 12, 18 months	Short-term weight loss at 6 m in highly engaged tailored group, but not sustained
(Patel et al., 2019)	USA	n = 602; overweight young adults	Mobile app with social features	12-week gamified PA program with team challenges & rewards	Self-reported PA, weight	Improvements in PA; significant weight reduction vs. control
(Rote et al., 2015)	USA	n = 63; female students; mean age = 18.1 y	Facebook	8-week walking + peer support program vs. self-monitoring only	Steps/day	Step counts improvements in Facebook group compared to control

PA = physical activity, RCT = randomized control trial, MVPA = moderate-to-vigorous PA, BMI = body mass index.

summarizes studies that examined the effects of social media-based PA interventions in young adults.

5.1. Behavioral Influences

Recent evidence suggests that social media-based interventions can effectively improve PA behaviors among young adults. A systematic review including multiple randomized controlled trials found that social media interventions led to significant increases in daily step counts and minutes of MVPA among healthy adults, highlighting the role of digital engagement in promoting sustained PA improvements (Shiyab et al., 2023). Similarly, another systematic review analyzed social media interventions targeting PA and dietary behaviors across different age groups; the findings indicate that platforms like Instagram and Facebook, when used to deliver tailored content and foster social support, contributed to meaningful increases in PA levels and positive behavioral changes in young adults (Goodyear et al., 2021). Another study reported significant improvements in daily step counts and minutes of MVPA when motivational messages were integrated with step-tracking devices (Thompson et al., 2016). While many social media-based interventions demonstrate positive effects, others fail to produce significant behavioral outcomes. For instance, a trial examined a peer-led social network intervention using smartphones and accelerometers to increase daily steps among adolescents. Despite the novel design and real-time tracking, the intervention had no significant impact on PA levels, highlighting the challenges of selecting appropriate influence agents and the need for careful implementation strategies in youth settings (van Woudenberg et al., 2018). Taken together, these studies underline the potential of social media-driven interventions as scalable and accessible tools for enhancing PA behaviors, especially among populations vulnerable to obesity.

5.2. Physiological Influences

Several randomized controlled trials have investigated the impact of social media and technology-based interventions on physiological outcomes, including body weight, BMI, and body composition. For example, a study found that a 12-week Facebook-supported program significantly reduced body weight and BMI among college students compared to controls, highlighting the potential of social platforms to facilitate weight loss efforts (Napolitano et al., 2013). Similarly, another study demonstrated that digital interventions incorporating social support via mobile apps and online communities improved adherence to PA and dietary guidelines, resulting in meaningful reductions in BMI and body fat percentage among overweight adults (Pagoto et al., 2013). In addition, a meta-analysis of 16 studies showed that eHealth weight management programs featuring social networking components achieved significantly greater decreases in body weight and fat mass than those lacking social features. The authors emphasized that social interaction and peer accountability are crucial mechanisms for producing physiological benefits through digital health strategies (Hutchesson et al., 2015). Recent meta-analyses highlight the potential of technology-based interventions in treating overweight and obesity among children and adolescents. A systematic review of eight randomized clinical trials involving 582 young participants found that these interventions, typically combined with conventional care, led to significant reductions in BMI and related metrics, while the positive effects were more pronounced when parental involvement was included (Kouvari et al., 2022). Despite heterogeneity among studies and a limited number of trials, these findings support the use of digital tools as effective adjuncts to traditional obesity treatments in youth populations (Kouvari et al., 2022). Collectively, these findings suggest that social media-driven and technology-assisted interventions can effectively promote weight loss and improve body composition by enhancing motivation, engagement, and real-time feedback through social connectivity.

5.3. Motivational Influences

Motivational constructs such as enjoyment, self-efficacy, and adherence are central to the success of social media–driven PA interventions. In a controlled trial involving 448 low-active adults, researchers found that enjoyment of PA was a significantly stronger predictor of 12-month engagement than self-efficacy. When both variables were considered, only enjoyment remained statistically significant, suggesting that interventions aiming to promote intrinsic motivation through enjoyable, socially interactive experiences may have greater long-term impact on behavior change (B. A. Lewis et al., 2016).

Complementary evidence from youth-focused studies highlights the crucial role of social support in enhancing motivation. A meta-analysis of 56 studies involving over 47,000 adolescents found that peer and family support were positively associated with PA, and that self-efficacy significantly mediated these relationships (Lin et al., 2024). Self-efficacy accounted for approximately 37–38% of the total effect of social support on PA behavior, underscoring its role as a key psychological pathway linking digital social interaction with behavioral adherence (Lin et al., 2024). In digital settings, gamification has also been shown to strengthen motivation and adherence. A large-scale analysis of over 2400 mobile walking competitions revealed that app users increased their daily step counts by approximately 23% during competitive periods, particularly among previously inactive individuals (Shameli et al., 2017). The findings indicate that features such as competition and peer comparison can effectively enhance both enjoyment and commitment to PA goals (Shameli et al., 2017). Finally, further reviews of DBCIs reinforce these conclusions. A meta-analysis of 20 randomized controlled trials (n = 5624) found that automated, theory-informed digital interventions produced small but consistent improvements in self-efficacy. Notably, interventions incorporating social or interactive elements demonstrated stronger motivational effects, highlighting the added value of connectivity and peer accountability (Newby et al., 2021; Sun et al., 2024). Together, these findings suggest that social media-based interventions can effectively promote motivation for PA by combining enjoyment, social support, and self-efficacy—key drivers of long-term adherence and health behavior change.

6. Challenges and Barriers

6.1. Ethical and Privacy Concerns

The widespread use of social media in PA interventions raises significant ethical and privacy concerns. Data sharing on social media platforms often lacks transparency, increasing the risk of personal information misuse (M. L. Williams et al., 2017). Informed consent is often limited or ambiguous, leaving users unaware of how their data is collected, stored, and potentially shared with third parties (Moreno et al., 2013). Furthermore, surveillance by both platform providers and external entities poses significant privacy risks, as users’ behaviors and interactions are continuously monitored and analyzed (Zimmer, 2010). The lack of robust data protection regulations exacerbates these vulnerabilities, heightening the risk of breaches and unauthorized access.

Another critical issue is the dissemination of pseudoscientific advice through social media, which can mislead users and negatively impact health behaviors (Y. Wang et al., 2019). Research highlights the significant challenge posed by the rapid spread of false or misleading health information on social media, ranging from unsupported fitness claims to unproven treatments (Sylvia Chou et al., 2020). This proliferation of misinformation complicates efforts to implement evidence-based PA interventions aimed at obesity prevention and treatment. This misinformation undermines informed consent and raises serious concerns about surveillance and privacy, as individuals often unknowingly share personal health data that may be misused or misinterpreted. The authors emphasize the need for increased vigilance and proactive strategies by public health professionals to monitor, counteract, and ethically manage health-related misinformation (Sylvia Chou et al., 2020).

Credible digital health interventions and strong user trust are essential for fostering an online environment that supports meaningful behavior change. Insufficient oversight undermines the reliability of social media–based health interventions, highlighting the urgent need for robust ethical standards and enhanced privacy safeguards in digital health promotion.

6.2. Digital Divide and Accessibility

Access to social media–based PA interventions is significantly shaped by the digital divide, which reflects disparities in SES, geographic location, gender, language, and culture. Individuals from lower-income backgrounds, with limited education, or belonging to marginalized ethnic communities often lack reliable internet access or digital devices, creating substantial barriers to participating in digital health platforms (Saeed & Masters, 2021). Such disparities are especially acute in rural and remote regions, where inadequate broadband infrastructure and high data costs further restrict access to evidence-based health interventions (McCool et al., 2022).

Gender-based disparities pose a critical barrier to equitable digital health access. In many low- and middle-income countries, women and girls face reduced access to the internet compared to men, often due to restrictive cultural norms, lower financial autonomy, and limited digital literacy (Antonio & Tuffley, 2014). This gender gap limits participation in digital health programs, particularly those focused on PA and obesity prevention. Language and cultural differences further complicate accessibility. Many interventions are delivered in English or structured around Western norms, reducing their usability and relevance for non-native speakers and culturally diverse populations (Nouri et al., 2020).

Beyond physical access, digital health literacy critically shapes the effectiveness of these interventions. Even with platform access, disparities in literacy, numeracy, and technological competence may hinder individuals’ ability to navigate, interpret, and apply health information (Norman & Skinner, 2006). Without targeted support, low digital health literacy may render social media–based interventions ineffective—or even exacerbate health disparities among those most in need.

6.3. Quality Control and Misinformation

A major concern surrounding social media–based physical activity (PA) interventions is the lack of systematic quality control, which leads to the unchecked spread of misinformation. A comprehensive systematic review found that inaccurate and misleading diet and exercise advice is widespread on platforms such as Instagram, YouTube, Twitter, and TikTok much of which lacks scientific citation or empirical validation (Suarez-Lledo & Alvarez-Galvez, 2021). This unchecked dissemination of unverified content not only undermines intervention credibility but may also distort user behavior and compromise health outcomes.

Analyses of social media influencers reveal troubling patterns in health-related content. For instance, a study using an audit tool to evaluate 100 Instagram “fitspiration” accounts found that only 41% were considered credible. Many posts promoted unrealistic body ideals and lacked professional health input (Curtis et al., 2023). Similarly, a review of 600 Instagram images showed that the vast majority depicted a narrow aesthetic—thin, toned bodies—often accompanied by objectifying elements that contribute to body dissatisfaction among viewers (Tiggemann & Zaccardo, 2018). This issue extends to TikTok, where a substantial proportion of ‘fitspiration’ videos contain inaccurate or potentially harmful fitness and dietary advice (Pryde & Prichard, 2022).

These problems contribute to inconsistencies in intervention outcomes. A recent scoping review reported that unregulated social media content often results in heterogeneous impacts across digital health initiatives, compromising both their credibility and effectiveness (Kbaier et al., 2024). Another study—a content analysis of Mediterranean diet information on TikTok—highlighted the proliferation of unverified health claims and emphasized that much of the content lacked scientific rigor and credible sourcing. Their findings reinforce concerns that misleading content can distort users’ understanding of health and nutrition, particularly among individuals with lower digital health literacy (Raber et al., 2024). Without stronger oversight, greater professional involvement, and targeted strategies to improve health literacy, users remain vulnerable to sensationalized or harmful messaging that can undermine evidence-based approaches to promoting PA.

In summary, the absence of systematic quality control on social media platforms significantly undermines the credibility and effectiveness of PA interventions. The widespread dissemination of unverified fitness and nutrition advice, promotion of unrealistic body ideals, and the prevalence of misleading or harmful trends highlight critical gaps in the digital health ecosystem. These issues are particularly concerning for users with limited health literacy, who may be more susceptible to misinformation. To ensure the success and safety of social media-driven PA interventions, coordinated efforts are needed by public health authorities, platform developers, and content creators to establish regulatory frameworks, prioritize evidence-based content, and enhance users’ digital health competencies. Strengthening these areas is essential to foster trust and improve the impact of social media–driven health promotion, and given the rapid expansion of digital health platforms, these vulnerabilities demand immediate attention. Figure 1 presents a SWOT framework that outlines the key strengths, weaknesses, opportunities, and threats associated with social media–based PA programs.

Table 4. Summary of challenges & barriers in social media–based PA interventions in young adults.

Challenge	Summary	Key References
Ethical & privacy concerns	Insufficient transparency in data sharing, unclear in-formed consent, continuous monitoring, and spread of pseudoscientific advice threaten user privacy and data security.	(M. L. Williams et al., 2017) (Moreno et al., 2013) (Zimmer, 2010) (Y. Wang et al., 2019) (Sylvia Chou et al., 2020)
Digital divide & accessibility	Economic, geographic, gender, language, and cultural disparities limit access to social media interventions and reduce digital health literacy.	(Saeed & Masters, 2021) (McCool et al., 2022) (Antonio & Tuffley, 2014) (Nouri et al., 2020)
Quality control & misinformation	Lack of quality control leads to widespread misinformation, promotion of unrealistic body ideals, and heterogeneous intervention outcomes, especially harming low health literacy users.	(Suarez-Lledo & Alvarez-Galvez, 2021) (Curtis et al., 2023) (Tiggemann & Zaccardo, 2018) (Pryde & Prichard, 2022) (Raber et al., 2024) (Kbaier et al., 2024)

provides an overview of common obstacles, including privacy concerns, digital inequities, and misinformation, identified in social media–driven PA programs.

7. Future Directions

As the landscape of health promotion continues to evolve, social media-based PA interventions are increasingly positioned to benefit from rapid advances in digital technology, behavioral science, and public health policy. To maximize their potential, future strategies must move beyond one-size-fits-all models by incorporating personalized, data-driven tools—such as wearables, artificial intelligence (AI), and multi-platform delivery systems—that can adapt to diverse user needs and contexts. Simultaneously, it is essential to address persistent challenges related to user engagement, digital equity, ethical standards, and long-term sustainability. The following sections outline key opportunities and strategic recommendations to guide the next generation of digital interventions aimed at promoting PA and preventing obesity among young adults.

7.1. Integration with Wearables & AI-Driven Multi-Platform Strategies

Systematic reviews and meta-analyses have consistently demonstrated that wearable activity trackers such as smartwatches and fitness bands significantly increase daily step counts and MVPA, particularly when combined with goal-setting, feedback, and behavioral support strategies (Brickwood et al., 2019; Casado-Robles et al., 2022; Wu et al., 2023). When integrated with social media platforms, these devices offer a powerful means to deliver personalized, real-time nudges that can encourage behavior change and enhance user engagement. The emergence of advanced AI techniques has further expanded the potential of digital health interventions. Reinforcement learning, federated learning, and other privacy-preserving algorithms enable fine-tuned personalization based on individual behavior patterns, while minimizing risks associated with centralized data storage. These innovations align with the principles of Just-In-Time Adaptive Interventions (JITAIs), which deliver context-aware prompts based on variables such as time of day, location, mood, or activity level (Hardeman et al., 2019). To advance these efforts, integrating wearable data streams into AI-powered, multi-platform ecosystems is a promising strategy to create scalable, adaptive, and engaging interventions for promoting PA among young adults.

7.2. Co-Design with Young Adults & Personalized Adaptive Messaging

Participatory co-design methods, which actively involve young people in developing digital health interventions, have been shown to enhance relevance, usability, and engagement (Kilfoy et al., 2024; Malloy et al., 2023). These approaches are particularly valuable for tailoring content to the unique preferences, cultural backgrounds, and digital behaviors of young adults. However, variability in study designs and inconsistent reporting of youth involvement highlight the need for stronger methodological frameworks and clearer evaluation metrics.

Adaptive messaging strategies such as JITAIs deliver context-aware prompts based on real-time data such as emotional state, location, or behavior. These dynamic interventions help reduce user disengagement and promote sustained PA over time (Hardeman et al., 2019; Henry et al., 2025). By delivering personalized feedback at optimal moments, JITAIs represent a promising direction for enhancing digital intervention effectiveness. Importantly, both co-design and adaptive messaging approaches may address several challenges in the current literature, including low user retention, limited cultural relevance, and the prevalence of generic, one-size-fits-all content. Future studies should examine how varying levels of youth engagement in the design process influence intervention outcomes and explore which adaptive messaging algorithms yield the most effective and equitable behavior change across diverse populations.

7.3. Policy Frameworks & Digital Health Standards

As wearable technologies and AI-driven systems become integral to digital health promotion, the development and enforcement of robust policy frameworks are essential to safeguard user data, ensure device interoperability, and uphold ethical standards. Current interoperability standards (such as ITU-T H.810 and ISO/IEEE 11073) offer foundational technical support for integrating personal health devices across platforms. However, these standards alone are insufficient to address the broader challenges of privacy, algorithmic accountability, and cross-border data governance (Duffy et al., 2025).

In particular, the rapid evolution of AI-enabled health applications has outpaced the establishment of clear regulatory oversight in many regions. Variations in legal frameworks between authorities (e.g., EU’s GDPR versus more fragmented U.S. regulations) complicate data sharing and trust-building efforts in multinational interventions. There is an urgent need for international consensus on ethical principles and technical guidelines tailored to digital health, including transparency in AI decision-making, user consent models, and mechanisms for auditing automated systems. Looking ahead, governments, health institutions, and technology developers must collaborate to develop dynamic regulatory models that evolve with innovation. These models should ensure not only technical compliance but also social equity and public accountability, particularly for vulnerable populations. Embedding digital ethics and standardized evaluation into the design, deployment, and monitoring of wearable and AI-based interventions will be critical for their safe, effective, and equitable integration into future public health strategies.

7.4. Recommendations for Future Research

Future research should prioritize large-scale, long-term randomized controlled trials to assess the effectiveness and sustainability of social media–based PA interventions that integrate wearable technologies and AI-driven personalized approaches. Emphasizing the inclusion of diverse populations is critical to address disparities in digital access, health literacy, and cultural relevance through participatory co-design methods. Furthermore, systematic investigation into ethical considerations, including data privacy, algorithmic transparency, and equitable deployment of AI, is essential. Establishing standardized frameworks for reporting and evaluating such interventions will improve replicability and support evidence-based strategies for promoting PA among young adults at risk of obesity.

8. Conclusions

This narrative review has synthesized emerging evidence on the transformative potential of social media–driven PA interventions for obesity prevention and health promotion among young adults. Social media platforms, when strategically integrated with wearable technologies, AI-powered personalization, and participatory co-design methods, offer a scalable and engaging avenue for delivering behavior change interventions. These digital ecosystems enable real-time feedback, peer support, and adaptive messaging that can enhance user motivation and sustain long-term engagement. However, the effectiveness and equity of these interventions depend on addressing critical challenges, including ethical concerns, misinformation, and disparities in digital access and health literacy, which require robust governance and inclusive, culturally responsive design.

Future research should prioritize large-scale, longitudinal randomized controlled trials, standardized evaluation metrics, and dynamic regulatory models that evolve alongside technological innovation. Embracing a multidisciplinary approach—uniting public health authorities, technology developers, behavioral scientists, and young users themselves—will be essential to ensure that digital health interventions are not only technically sound but also socially just and ethically grounded. Overall, with thoughtful alignment across innovation, ethics, and equity, social media can serve as a powerful catalyst in global efforts to combat youth obesity and foster healthier, more active lifestyles.