The Influence of Social Media Dermatology Content and Medical Credentials on Skincare Behaviors in Rural Adolescents

Abstract

Background: With over 90% of adolescents engaging with social media, its role in shaping health-related beliefs and behaviors, particularly in dermatology and skincare, is increasingly significant. This influence may be especially pronounced in rural communities, where limited access to dermatologic care drives youth to online platforms for guidance. Methods: A cross-sectional survey was conducted among 325 high school students in rural Indiana. Participants were recruited through school-wide electronic outreach. Results: Participants reported high engagement with dermatologic content on social media, with 87% citing it as their primary source of skincare information. 42% reported altering their routines based on online content, often without medical consultation, as only 28% sought professional advice beforehand. Notably, 26% reported purchasing ineffective or irritating products based on influencer recommendations. Students most frequently obtained information from makeup artists (41.3%) and general influencers (51.5%), with licensed MD/DOs cited third (39.3%). Perceived credibility varied based on visible credentials: 56% expressed high trust in influencers with medical degrees, compared to just 18% for non-credentialed creators. Despite this preference, 72% admitted difficulty discerning whether an influencer had formal medical training. Conclusions: These findings highlight a critical gap in digital health literacy among rural adolescents, who often rely on non-credentialed sources for skincare guidance. There is a pressing need for evidence-based interventions that enhance discernment of credible online content and increase access to professional dermatologic education online. Equipping teens with the tools to critically evaluate digital health information could help mitigate misinformation and reduce harmful skincare practices.