Social media is such a big part of our lives. In fact, according to statistics we’re spending almost two hours per day on the likes of Instagram, TikTok and Facebook.
The role of social media in society has long proven controversial. On the one hand, it’s a great line of communication and entertainment, while on the other it can lead to things like peer pressure, body consciousness and even normalizing and glamorizing the likes of alcohol and drug use.
In the case of the latter, this is especially problematic and many people in rehab who have been struggling with the likes of a medical detox can identify social media networks as a trigger and motivating factor behind their problems.
But why is that the case? What is social media doing to really cause drug problems among the population, particularly in younger people?
Highlighting recreational use as trendy
One of the most common ways social media glamorises drug use is by presenting it as a fashionable or trendy lifestyle choice. Photos, videos, and stories often depict people using drugs at parties, festivals, or exclusive events, with an emphasis on enjoyment and excitement.
The curated nature of these posts tends to omit negative consequences such as hangovers, health issues, or legal trouble, creating a distorted perception that drug use is a carefree and glamorous activity. For impressionable users, especially teenagers, this portrayal can normalize experimentation and diminish awareness of risks.
Influencers and celebrity endorsements
Influencers and celebrities play a powerful role in shaping social norms. When public figures post content showing recreational drug use, it can imply approval or social acceptance. Even casual mentions or jokes about substances can subtly reinforce the idea that drug use is part of a desirable lifestyle. Young followers may be particularly susceptible, equating popularity, wealth, or creativity with substance use. This association can make it harder for individuals to resist peer pressure or to recognize the dangers of experimenting with drugs.
Memes and humor normalizing drug use
Humorous content, such as memes, jokes, and viral challenges, often trivializes drug use. These posts may highlight exaggerated effects, satirical situations, or anecdotes that make drug use seem amusing rather than risky. While humor can be entertaining, it can also desensitize audiences to the real consequences of substance use. Repeated exposure to jokes about drugs may reinforce the idea that drug use is socially acceptable, downplaying the potential for addiction, accidents, or legal problems.
Peer influence and social validation
Social media thrives on engagement, likes, shares, and comments. When users post about drug use and receive positive feedback, it creates social validation that can encourage repetition and imitation. Seeing peers celebrated or admired for behavior that involves drugs can increase pressure to conform, especially among adolescents and young adults seeking acceptance. This peer influence extends beyond direct friendship circles, as viral content can reach large audiences, amplifying the perception that drug use is common and desirable.
Overemphasis on aesthetics and “lifestyle” content
Finally, platforms like Instagram, TikTok, and Snapchat often focus on visual storytelling. Drug use is sometimes framed as part of a glamorous lifestyle, with emphasis on luxury settings, fashionable clothing, and social experiences. This aesthetization of substance use can make drugs appear attractive or aspirational.
The selective presentation of images and videos that highlight only the perceived positives reinforces the illusion that drug use is without consequences. For viewers, this can create unrealistic expectations and blur the line between responsible experimentation and dangerous behavior.
