Background Social media has emerged as a remarkable means of communicating health information. However, doubts persist regarding its appropriateness in shaping public health behaviour in response to health-related content shared on social media platforms. Objective This study explored social media usage in healthcare and adapted the exploration to develop a model to improve the adoption of health information across social media platforms in Rwanda. Methods The study employed a cross-sectional survey of 207 outpatients aged 18 years and above from Kibagabaga level two teaching hospital in Gasabo district, Kigali City, Rwanda. Descriptive data analysis was conducted using Statistical Package for the Social Sciences (SPSS) version 26. In contrast, Hypothesis testing was performed using AMOS (Analysis of Moment Structures) by Structural Equation Modelling (SEM). Results The findings indicated that 99.5% of social media users seek health information at least once a month, with health sites being the most popular source at 29.6%, followed by X [Twitter] at 26.8%, YouTube at 17.2%, Facebook at 13.7%, and LinkedIn at 4.8%. Health conditions, side effects, disease symptoms, Herbal treatments, reproductive health, and NCD prevention were mostly searched health information. Perceived usefulness (β=0.260, P<0.05), perceived ease of use (β=0.137, P<0.05), information quality (β=0.249, P<0.05), and gain-framed health information (β=3.477, P<0.05) were found to influence individual’s behaviours intention to use social media as mean to seek and adopt health information. Conclusion The study explored social media adoption behaviours in the Rwandan healthcare context. The findings suggest that actors in healthcare should prioritise using platforms like health sites, Twitter, and YouTube for communicating health conditions and disease symptoms. Social media communication strategies should incorporate predictors (perceived usefulness, ease of use, information quality, and gain-frame health information) into their message design to influence the adoption of health information, thereby improve health outcomes.