Mental health discourse is increasingly pervasive on social media. There are content creators who focus entirely on the topic (e.g. stress, anxiety, depression, ADHD, autism, OCD), but speaking about personal struggles with mental health is also common among creators whose focus lies elsewhere (e.g. fitness, study advice, productivity advice, beauty, finance). This serves to destigmatize mental ill health and normalize talking about it. However, it also generate a sense of relatability and authenticity among audiences, thus serving the content creator well within the densely populated attention economy of social media. This talk explores the complex intersection of advice seeking, support and belonging, medical misinformation, alternative interpretations and de-stigmatization of mental health in a context where the need for mental health is on the rise, the availability of it is insufficient and people increasingly turn to social media.