Milestones and mindsets: how social media shapes young adults’ expectations and emotional well-being

This qualitative study examined how emerging adults’ exposure to idealised milestone content (e.g., career, relationships, and financial success) on social media shapes expectations of adulthood and perceived pressure to conform to normative timelines. Platforms included Facebook, Instagram, YouTube, TikTok, and Snapchat. We conducted the study using an open-ended online form with 13 participants and analysed the data using reflexive thematic analysis. Five themes were identified: (1) Social Media Usage, (2) Platform Engagement, (3) Perfection, Identity, and Curated Lifestyles, (4) Psychological Impact, and (5) Coping Strategies. Emotional outcomes were influenced more by the context of engagement than by screen time alone. Curated visual platforms (Instagram, TikTok) were commonly associated with greater pressure and upward comparison, whereas narrative or ephemeral formats (YouTube, Snapchat) elicited more varied responses. Several participants demonstrated digital resilience via mindful content choices and offline coping routines. Findings suggest the value of targeted digital-literacy and well-being interventions that help emerging adults critically appraise milestone narratives, manage feeds, and translate inspiration into adaptive goals.