Background <p>There is a lack of comprehensive research on the mental health needs of individuals in the Gulf Cooperation Council (GCC) countries, so further exploration is needed to understand the barriers to accessing available mental healthcare services. This study examined the factors influencing individuals’ decisions to seek mental healthcare in these countries by analysing the public’s engagement with a mental health campaign on social media.</p> Methods <p>We conducted a reflexive thematic analysis of people’s comments in response to a mental health campaign posted by the Gulf Health Council on four social media platforms: TikTok, YouTube, Instagram, and X (previously Twitter).</p> Results <p>The analysis included 2,146 comments. Barriers to seeking mental healthcare fell into several themes: personal, family, societal, religious, cultural, and healthcare service barriers. Misconceptions and misinformation were key barriers to seeking mental healthcare, as well as religious and societal perceptions of mental health and the stigma surrounding mental illness. Factors influencing accessibility to professional help included the cost of mental healthcare, lack of competent healthcare professionals, and concerns over privacy and confidentiality.</p> Conclusion <p>Our research identified several factors that affect accessing mental healthcare in the GCC, including personal, family, societal, cultural, religious, and healthcare system factors. We expect that the findings will inform the development of policies and interventions designed to facilitate access to mental healthcare services in the GCC.</p>