Users turn to TikTok for advice on almost everything, from fashion choices to healthy lunch recipes or relationship issues.
It’s no surprise then that mental health content is growing in popularity on the platform. Users increasingly look to social media platforms for validation and explanation of their feelings, as well as lifestyle advice that could support better mental health.
We’ll be looking at a range of mental health influencers on TikTok, helping you understand their focus, approach and audiences, as well as the influencer partnership potential for brands like yours.
An important note
Mental health is a subdivision of general health and medicine, so social media content related to mental health should be held to the same rigorous standards. Misleading or incorrect advice could have potentially serious consequences for users.
Be sure to assess the qualifications of any mental health influencers, and always encourage users to consult a professional before making changes to their lives. Be sure to comply with any regulations in your country regarding health advice.
Mental Health Awareness Content on TikTok
Mental health content is gaining traction across TikTok for a number of reasons:
Awareness
Understanding of mental health issues continues to grow in 2024, across all age groups and most demographics. It’s powered a positive feedback cycle, as increased conversation on platforms like TikTok, TV, and in print further normalize talking about feelings and expressing vulnerability.
The Covid-19 pandemic played a major role here, as it not only challenged our collective mental wellbeing, but forced many to turn to digital sources of support at the same time. As therapists moved their appointments online, creating content to release on platforms like TikTok became a natural way to complement their services and build audiences.
Gen Z and Mental Health
Gen Z, the dominant demographic on TikTok, are famed for their vocal and proactive approach to mental health.
Gen Z’ers are more likely to have gone to therapy (37% vs. 35% for Millennials, 26% for Gen. X and 22% for Boomers), and are more likely to report their mental health as fair or poor (27% vs. 15% for Millennials and 13% for Gen X).
For Gen Z, a digital generation who prize authenticity, the social stigma around discussing mental health is much lower – to the point where it can be to their social benefit more and more often. That’s why so many are not only going to TikTok to consume relatable content around mental health, but to create it as well.
TikTok vs. Instagram
In the social media landscape, TikTok tends to house content with less polish and production compared to its main competitor, Instagram.
While mental health content is popular across both platforms, TikTok audiences appreciate the opportunity that it offers for raw, truthful content. With influencers ranging from therapists to patients, as well as personalities from other verticals who choose to open up, there’s an incredibly diverse world of content to explore.
10 Mental Health Influencers on TikTok
Let’s take a look at some of the top mental health influencers in 2024, and what they’re doing that works:
1. Dr. Julie Smith (@drjulie)
Who are they?
With 4.7M followers on TikTok, Dr. Julie Smith is one of the foremost influencers in the mental health space. As an author and qualified psychologist, she brings insights on a wide range of conditions through simple, relatable videos.
What type of content do they post?
Julie’s approach to explaining mental health is distinctive for its use of props. Balloons being held underwater represent our suppressed emotions, filtered colored glass cubes show how different perspectives can dominate, and an overflowing paper bin is a symbol of cumulative trauma.
Why are they successful?
Mental health content on TikTok is almost always a shot of someone talking to camera – there’s nothing inherently wrong with this, but it means lots of mental health content can look similar at first glance.
Catching the eye and convincing users to linger on your content is a critical success factor on TikTok. The first second of Julie’s videos involve wine glasses full of m&m’s, giant sand timers, numbered cards on string, and other colorful props on a similarly vibrant background. In combination with her professional presence, great delivery and well-informed content, Julie’s content is a treasure trove of quality content that’s shaped for authentic engagement.
2. Sanam Naram (@theconsciouspsychologist)
Who are they?
Sanam is a counseling psychologist and founder of Conscious Psychology, a practice based out of Johannesburg, South Africa. She’s grown a dedicated following of just under 500K on TikTok.
What type of content do they post?
Sanam covers a range of topics in her videos, broadly split into two categories. The first is signs and coping mechanisms for a range of issues and conditions, with topics like “abandonment”, “fixing others” and “living your OWN life”.
The second is an authentic exploration of what it’s like to be a psychologist, as she opens up through content like “challenges of being a psychologist”, “what’s in my practice” and “imposter syndrome as a psychologist”.
Why are they successful?
Sanam covers a wide range of topics and does so with sincerity, forming a world in which many users can find relevant content and signposting to positive change.
Throughout her content, Sanam frequently applies a focus on the experiences of audiences with South Asian heritage. By shining a light on cultural factors that have real impacts on psychology, Sanam speaks to an audience that is often underrepresented in the broader mental health space. By defining and narrowing her audience like this, she not only demonstrates expertise, but cultivates a loyal online following.
3. Dr. Justin Puder (@amoderntherapist)
Who are they?
Justin Pruder is a licensed psychologist and co-founder of ‘My Therapy Club’, as well as a podcaster and social media influencer based in Florida, USA.
What type of content do they post?
Justin offers up a collection of insights, pieces of advice, and reflections – on being a patient, a psychologist, or just a human. While some are just pieces to camera, he also loves to voiceover clips from popular TV and movies, or even creating whole skits to illustrate a point.
Why are they successful?
Mental health content is often serious and sincere, and for good reason. Justin bucks that trend without diluting the quality of his content or his professionalism, bringing a warmth and humor that makes mental health engagement uplifting and accessible.
4. Lindsay Fleming (@lindsay.fleminglpc)
Who are they?
Lindsay Fleming is a licensed therapist specializing in child, teen and young adult therapy, as well as ADHD and anxiety. She’s the co-founder of a mental health practice based out of Chicago, which runs a wide range of school partnerships alongside child, teen and parent therapy services.
What type of content do they post?
She posts about anxiety and ADHD predominantly, often playing the role of both patient and therapist to deliver educational messages and reassurance. She doesn’t just talk about issues themselves, but addresses the overall experience around therapy for young people – as well as the stigma that can still surround it.
Her content can take the form of back-and-forth in simulated therapy sessions, along with dances, memes and personal stories.
Why are they successful?
Lindsay has carved out her niche up front, so users know exactly what they can expect andrely on her for ongoing content that’s relevant to them. She’s chosen the right platform for her specialism – teens and young adults – and has amassed a following of more than 500K as a result.
As an expert in teen psychology, it’s no surprise she knows how to communicate with them. She’s not afraid to poke fun at them (and herself!) a little while bringing them sincere, helpful content.
5. Matthias Barker (@matthiasjbarker)
Who are they?
Matthias is a professional psychotherapist and co-founder of the Trauma Institute, which provides clinical training and public information.
What type of content do they post?
Matthias takes the classic TikTok piece-to-camera approach but finds a way to stand out. His videos are professionally lit, intimate messages that are often carefully crafted like a therapy session in miniature.
Why are they successful?
This channel stands apart for its real sincerity. Matthias cuts to the heart of the matter, focusing entirely on delivering a meaningful insight and tackling serious topics with emotional intelligence. It feels like you’re being spoken to by a friend and a therapist at once.
With topics ranging from “loving someone with childhood trauma” to “people pleasers are selfish” and “our ultimate goal in life shouldn’t be happiness”, it’s content that really feels worth consuming.
6. Haley Ostrow (@youranxioustherapist)
Who are they?
Haley is a licensed anxiety therapist using TikTok as a platform to educate and support those suffering with anxiety. Visiting the link in her bio gives visitors access to download guides, book 1:1 sessions, and receive other resources that help tackle anxiety.
What type of content do they post?
Haley frequently posts videos of herself, often just sitting or standing, with a lifting song playing in the background, and a text overlay detailing what it’s like to suffer from anxiety, Her content is fully centered around anxiety, and will often feature tips on how to cope, stories that others can relate to, or even memes that help shine a more lighthearted note.
Why are they successful?
This TikTok channel has become a safe haven for those suffering with anxiety. It’s a place for people to educate themselves, learn that they aren’t alone, and find guidance from a licensed professional in an environment that suits them. For those seeking help beyond social media content, Haley offers sessions and resources to anyone who needs them.
7. Joe Hehn (@joe.hehn)
Who are they?
Joe Hehn is a TikToker with over 277K followers. His platform consists of mental health advice, with teachings on how to “master the higher perspective.”
What type of content do they post?
Joe’s content is all about channeling a healthier mindset. He approaches this by creating top tips for dealing with different mental health conditions, like anxiety. Joe will often sit and talk to the camera, describing different elements of life and how best to approach these areas. From visualization to the importance of self value, Joe’s content explores the inner mechanisms of the human mind. Joe also interviews others on his channel, where they share personal experiences and how they’ve been able to overcome adversity.
Why are they successful?
Joe’s content emphasizes an important message, one that reminds people that they are not alone. Joe is providing guidance on all things mindset, encouraging people that suffer with mental health problems, low self-esteem, or just want to challenge their unhelpful behaviors, to take a step towards better thinking.
8. Nadia Addesi (@nadiaaddesi)
Who are they?
Nadia is a registered social worker and psychotherapist with over 2.8M followers on TikTok. She has created this large following by advocating for mental health, raising awareness on topics such as trauma, dissociation, and more.
What type of content do they post?
Throughout Nadia’s TikTok channel are useful tips that help people to recognise the mental health problems they’re dealing with. She posts techniques such as bilateral music stimulation, a method that helps people with anxiety, ADHD and stress. She discusses the symptoms of trauma, how to recognize them, and how to deal with them. Nadia will often share positive affirmations that are often the guiding hand for people seeking a source of inspiration.
Why are they successful?
Nadia brings her expertise as a registered psychotherapist to TikTok. Her channel has become a place of learning, with different techniques available to people that suffer from things like childhood trauma, depression, anxiety, and more. Nadia addresses how these conditions present themselves, helping people to identify their symptoms, and ultimately, cope with them. For anyone on TikTok considering therapy, Nadia’s TikTok is a great sample of what can be achieved when we seek out professional support.
9. Jake Goodman (@jakegoodmanmd)
Who are they?
Dr Jake Goodman is a TikToker with 1.3M followers, and a doctor of medicine in psychiatry at the University of Georgia. Jake has a mental health newsletter, has had his own TED Talk, and uses TikTok as a means of educating people on all things psychiatry.
What type of content do they post?
Jake’s TikTok is not only a platform for mental health advice, but it’s also a documentary that shows viewers his life. There are videos dedicated to his grandma’s 100th birthday, teaching his niece how to do yoga, and more fun videos like the “old person test”, a challenge that shows how physicality changes over time. Jake also uses his platform to educate people about mental health issues such as depression. He provides guidance for those that are searching for it, offering insight into reframing depressive thoughts, and how these problems can be treated over time.
Why are they successful?
People have become invested in Jake’s journey. They have followed his journey through medical school, and stick around for those milestone moments he shares with his followers. While advocating for mental health, and using his voice to educate, Jake offers something more than just mental health advice. His channel has become a community, where people share their experiences in the comments, express their gratitude, and talk about how his content has helped them to seek help.
10. Emily McDonald (@emonthebrain)
Who are they?
Emily is a neuroscientist, consultant, and coach, with over 406K followers on TikTok. Backed by bachelor’s and master’s degrees in neuroscience, Emily explores different topics, and experiences that revolve around the brain, and all the complications it can throw at us.
What type of content do they post?
Most of Emily’s content is her speaking to camera, which usually involves tips for taking care of mental health, like things to avoid to take care of your brain, for example. Amidst advice on how to work on your mental health, Emily explores some pretty interesting topics around neurology. She’s got videos exploring the science behind Feng Shui, and even delving into telepathy between best friends, fascinating right! Emily is also a wellness girlie, and will often post about how to take care of your body, which ultimately leads to a healthy mind.
Why are they successful?
Emily dives into some pretty interesting topics that make us think about the way we think. This is miles away from the content you’d expect to see on TikTok, but with a following of over 400K, it’s clear that people love it. Her advice on improving mental wellbeing is always backed by research, plus the two degrees. Every video takes a giant step towards educating her audience on all things neurology, mental wellbeing, and more. @emonthebrain is the place to be for science-backed guidance on improving mental health!
Considerations for brands when working with influencers on TikTok around mental health
Put audience benefit ahead of brand
Don’t shoehorn your brand into mental health content. This is a sensitive topic, and your audience won’t appreciate feeling like you’re using it simply as an opportunity to advertise.
This topic is often a chance for brands to prove that they exist for more reasons than sales. This might be a time to leave your marketing objectives at the door and connect on a purely human level.
Genuine, helpful and transparent communication is essential in this area – you can check out our guide to powerful mental health campaigns for inspiration.
Don’t over-control the content
This rings true for the majority of TikTok influencer marketing, but nowhere is creator independence more important than mental health. Brands need to manage any fears around having open, honest – and often challenging – conversations.
Audiences search for mental health content because they want to feel understood, as well as to get real answers. They’ll be able to tell when an influencer has been restricted or bound to a script.
Let influencers get involved early in the creative ideation process, and give them room to express themselves throughout the process. They’re the experts – they understand what will resonate most with your audience.
Reflect the diversity of our world
Make sure you thoroughly research your customers and communities first. Who are they, what are they looking for, and will they welcome your brand speaking on these topics?
When you feel confident in the above, you’ll then need to ensure that your influencers are diverse, not only in background but in their experiences too. Mental health is deeply personal and personalized, and treading well-worn or generic ground will ring hollow for your audiences.
While there are many professionals in the mental health space on TikTok, you don’t need to limit yourself to influencers in this vertical. Providing an opportunity for influencers from other sectors to open up can lead to meaningful content and new audiences, as well as demonstrate that everyone has their own mental health journey.
Is your brand interested in partnering with influencers that focus on or create content around mental health awareness?
Whether your offering has a direct effect on mental wellbeing, or it’s just high time that your brand contributed to the cause, it’s important to get your communication on this sensitive topic just right.
The Goat Agency is your expert partner in identifying and working with the best mental health (or related) influencers, helping you connect with your audiences on the deepest levels.
Drop us a line today to start building your mental health campaign – or check out our run down of some of the best we’ve seen in recent years for inspiration.
