For people who follow health content on social media, what actually makes you stop scrolling?

Trying to understand the gap between what clinics post and what people actually read. Specifically curious:

  • The last health/medical post you remember stopping for, what was it about and where (IG/LinkedIn/FB/blog)?
  • What instantly makes you scroll past health content?
  • Do you read different kinds of health stuff on different platforms? E.g. do you take blogs more seriously than Instagram carousels?

Not selling anything, just doing research.

Comments

ishamalhotra09•2 months ago•2

Real stories, simple explanations, and useful tips make me stop scrolling. Overly promotional or fear-based content gets skipped instantly.

Soumyar-Tripathy•2 months ago•1

As one of those individuals who has recently started hunting for a good 4-week workout plan to lose approximately 1kg per week and focus on removing stubborn belly fat from the lower abdomen area, I can confidently share precisely what stops me and what prompts me to keep on scrolling through my feed. What prompts me to stop scrolling: Specific advice that shatters myths about health and wellbeing. For instance, I remember stopping and watching an IG Reel made by a personal trainer that explains in detail why basic crunches fail to burn lower belly fat and demonstrates an alternative workout. What prompts me to instantly scroll past posts: Boring graphics. I usually skip reading any content that has been written and/or visualized using sterile clinic graphics. For example, I never give a second look at any post that uses Canva to design its graphics and features a stock image of a smiling doctor with text saying, "Diet and physical exercises are necessary for heart health". Different platforms – different approaches? Absolutely. I tend to use both Instagram and TikTok for form checks and motivational purposes. However, if I need detailed, scientifically based information on a particular exercise program or

Valorantify•2 months ago•1

To make people stop scrolling past health content, clinics should prioritize sharing practical, actionable tips or real patient success stories. Many users instantly scroll past anything overly promotional or fear-based, which often comes from clinics. Consider creating short, visual summaries for platforms like Instagram, saving detailed explanations for blog posts or LinkedIn articles to match user expectations for each platform.

DesignSignificant900•2 months ago•1

as a founder of clean drinking chocolate brand I am often invested in content related to user pain points, ingredients, quick recipes

Independent-Ant-7230•2 months ago•1

For me it’s usually specificity and relatability that stop the scroll, not generic wellness advice.

Things like: a doctor explaining one oddly specific symptom, a visual showing something people misunderstand, or a real patient-style scenario that immediately feels relevant.

What makes me scroll past instantly is overly corporate clinic content. Stock photos, vague “take care of your health” messaging, or content that feels designed by committee instead of written by an actual human.

And yeah, platform context definitely changes trust. I’ll casually consume short health content on Instagram or TikTok, but longer blogs, newsletters, or detailed LinkedIn posts feel more credible for nuanced topics.

A lot of clinics also underestimate how important framing is. The medical information itself is often fine, but the packaging feels emotionally flat compared to how modern social content competes for attention. One thing that helped a healthcare client we worked with was organizing content around recurring audience anxieties and real patient questions instead of service categories. We mapped those patterns in Runable so the team could track which emotional angles consistently stopped people from scrolling across different platforms.

olafathuman•2 months ago•1

The last health post I stopped for was an IG carousel from a physical therapist about the 3 desk stretches that actually fix lower back pain, it was super specific. I still reference it.

Ok_Exercise3995•2 months ago•1

I read health news on Google News and have selected only a few examples of articles that come my way, including those about health. I focus on articles that talk about research progress, how a cure for some disease has been found, so especially positive news. I'm not on social media, so I don't watch ads for anything. I'm on YouTube, but if I see ads, I never click; in fact, they're quite disturbing and irritating.

BBPixelss•2 months ago•1

For IG, YouTube, TikTok, it’s almost never the topic that stops me, it’s the person. If something about how they talk or what they actually believe comes through in the first few seconds, I’ll watch the whole thing. The message matters but the person carrying it is what makes it land.​​​​​​​​​​​​​​​

Webdesign4You_BLBgr•2 months ago•1
  • The last health/medical post you remember stopping for, what was it about and where (IG/LinkedIn/FB/blog)? --- On tik tok and it's about a little child's sickness....
  • What instantly makes you scroll past health content? ---- a real investigation? yes
  • Do you read different kinds of health stuff on different platforms? E.g. do you take blogs more seriously than Instagram carousels? ------ OF COURSE !
miaaaaatjie•2 months ago•1

From my experience working with clients in this space, it almost ALWAYS comes down to pain points. The content that stops me scrolling is the stuff that feels like it was written FOR me, not at me. Clinics usually tend to only post achievements and services while patients are scrolling and thinking, "Will this help ME?"

Speak directly to a fear, a frustration or a real-life situation someone could be dealing with.

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