Reaching Young People Through Social Media: A Social Work Perspective

Effective Examples of Social Media Outreach to Youth (13-25)

 Laakari.atte - Medical Professional as an Influencer

Dr. Atte Virolainen (@laakari.atte) demonstrates how professionals can effectively reach young Finns through authentic social media presence. His approach on Instagram and TikTok includes:

• Short, engaging videos explaining addiction science using youth-friendly language
• Regular Q&A sessions addressing real concerns from young people
• Relatable storytelling that destigmatizes seeking help for substance abuse
• Consistent posting schedule that builds trust and followership

His success stems from maintaining professional credibility while using platform-native formats that resonate with youth.

 Finnish Youth Services on Instagram

Several Finnish municipal youth services have developed effective Instagram presences where:

• Youth workers share "day-in-the-life" content showing accessibility
• They announce pop-up services in locations frequented by young people
• Regular "anonymous question box" features address sensitive topics
• Content is co-created with young people, ensuring relevance

How Social Professionals Can Effectively Reach Young People

1. Meet young people where they are - Different age groups prefer different platforms (TikTok for younger teens, Instagram for older teens/young adults)
2. Speak their language - Use casual, authentic communication without forced slang
3. Provide value first - Share helpful information, entertainment, or resources before expecting engagement
4. Build consistency - Regular posting creates predictability and builds trust
5. Embrace visual communication - Use graphics, videos, and images over text-heavy content
6. Maintain appropriate boundaries - Balance relatability with professional distance

Anti-Bullying Campaign Strategy

For an anti-bullying initiative, I would recommend:

Primary Platform: TikTok

• Reaches the youngest demographic most vulnerable to bullying
• Short-form video format ideal for impactful storytelling
• Algorithm-based discovery allows content to reach beyond existing followers

Campaign Approach:

• Partner with 3-5 youth influencers from different backgrounds to create authentic content
• Launch a branded hashtag challenge encouraging positive peer interactions
• Share survivor stories (with appropriate permissions) to build empathy
• Provide clear pathways to support services through links in bio
• Create "what to do if..." scenario videos showing practical responses to bullying
• Involve young people in content creation and campaign design throughout

Supplementary Platforms:

• Instagram: More detailed resource sharing and community building
• Discord: Moderated support community for ongoing engagement
• School partnerships: Connect online engagement with offline support

The key to success is authentic co-creation with young people themselves. Social media campaigns designed purely by adults often miss the mark in tone, format, and relevance.