Involuntary loneliness is a social problem that has received growing attention in recent years. Sweden's national public health agency (Folkhälsomyndigheten) describes involuntary loneliness as a health issue which can contribute to both physical and psychological health problems. Statistics from the agency show that the more severe forms of involuntary loneliness are more common among men, particularly those under the age of fortyfive. This study aimed to investigate and analyse how conceptions of involuntary loneliness and masculinity were negotiated and constructed on the Swedish online-based discussion forum Flashback. The study was conducted through a qualitative method and netnographic approach, the data were analysed using discourse analysis and hegemonic masculinity as theoretical framework. The analysis showed that a majority of forum members who experienced involuntary loneliness also experienced feelings of shame, marginalization and mental health problems. Involuntary loneliness could also be understood as a sign or consequence of lacking masculinity. Interactions in the analysed discussion threads were mainly supportive, including offers such as “PM me if you need to talk”.