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If you’re a young person learning how to stay sober, the apps you scroll every day shape more of your thinking than you might notice. A study found that kids most often saw alcohol-related videos on Instagram, followed by TikTok. Surveyors estimated that 40% of the alcohol-related posts came from social media influencers, while 50% originated from the alcohol industry itself.
The research, led by Kristina Jackson of the Rutgers University Addiction Research Center, tracked 300 U.S. high school students who received prompts on their phones several times a day for nine weeks. Jackson’s team asked whether participants had recently seen alcohol-related content on social media. If so, the researchers asked the teens who posted it and how they reacted to it.
One finding stands out for anyone in recovery. Even though the alcohol industry and major social media platforms prohibit alcohol ads from targeting minors, the content still reaches underage viewers, which in turn, can fuel underage drinking.
Researchers paid special attention to influencers because they’re often seen as more relatable and trustworthy by teens. A separate trial found that participants who viewed content containing alcohol were 73% more likely to want to drink immediately after watching the videos.
Indirect peer pressure also played a part. Participants who rated the influencers whose posts they viewed as honest and knowledgeable were over 5x likelier to report a higher desire to drink.
Social Media Matters for People in Recovery
You can absolutely enjoy a creator’s videos and still notice when alcohol shows up in them. Most influencers don’t try to push anyone toward drinking, and plenty of folks love following them for good reasons. The helpful step in recovery is simply awareness. For instance, notice that a wine bottle on a podcast table or a cocktail in a “day in my life” clip is part of the content, so it doesn’t quietly shape your choices.
There’s real encouragement underneath the study, too. Overall alcohol consumption in the U.S. has dropped to historic lows, driven in part by younger generations drinking less than their predecessors. Choosing sobriety isn’t going against your generation. In many ways, it’s leading it–either at school functions or lifestyle choices.
Sober Role Models to Follow Online
You don’t have to unfollow everyone you like. You can add voices that reflect the life you’re building. That way, your feed celebrates recovery alongside everything else you enjoy. A few ways young people can do that:
Follow creators in recovery. Sober influencers, sober athletes, and recovery advocates share milestones, honest hard days, and what they’ve gained. Their positive social media content sits right alongside everything else and offers a relatable picture of sober life.
Shape your feed on purpose. Engaging more with sober and wellness content trains most platforms to show you more of it. Try keeping the accounts you love and simply add more that support your goals.
Find real-world mentors. A sponsor in Alcoholics Anonymous, a recovery coach, or an older peer who’s a few years sober offers something no feed can: a real relationship and accountability. In 12-step recovery, sponsorship pairs a newer member with someone further along who shares their own experience openly.
Lean on peer groups. AA meetings, including young people’s meetings like Alateens, surround teenagers with people choosing sobriety together. This camaraderie makes a sober life feel as normal and doable as it really is.
Staying Sober with Practical Tips
Think of your phone as part of your environment, the same way you’d think about which events feel supportive. Add accounts that reflect where you’re headed. When a craving shows up after scrolling, name what prompted it.
You can also track your progress and milestones with the Sober App, which makes the days, energy, and money you’re gaining easy to see. The app is a nice complement to the content you choose to follow.
In-Person and Virtual AA Meetings
If you or a young person in your life wants in-person support, AA meetings in person and online are a great next step, including meetings geared toward teens and young adults.
Use our directory’s meeting finder to search AA meetings in your city and filter for beginners, young people’s, and online options. Or simply dial
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Terri Beth Miller is a writer, editor, and educator with a PhD in English language and literature from the University of Tennessee Knoxville. In her role as Senior Managing Editor at Rehab Media Group, she is dedicated to the creation of high-quality content that informs, inspires, and empowers readers to build their best lives.
View ProfilePeter W.Y. Lee is a writer and historian of American history. His primary focus is on the Cold War era. His academic work examines the relationship between youth and popular culture and its impact on U.S. society during the twentieth century.
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