Health Influencers: Advice, Sales, and Medical Insights

WHO:

Pew Research - The study analyzed 6,334 health and wellness influencers.

WHAT:

Pew Research - The analysis covered 535,512 posts published by these influencers from February 1 to April 30, 2026.

Pew Research - Just over half of health and wellness content focuses on healthy living, while about a third discusses medical topics.

Pew Research - 38% of posts include a product or service promotion.

Pew Research - Influencers who identify as healthcare professionals post more frequently about medical conditions, mental health, and treatments requiring doctor supervision.

WHEN:

Pew Research - The posting activity analyzed occurred from February 1 to April 30, 2026.

WHY:

Pew Research - The study raises questions about the expertise and trustworthiness of wellness influencers in promoting products and services.

HOW:

Pew Research - The report is based on an analysis of social media posts from platforms including Instagram, TikTok, and YouTube.

(UPDATED October 8, 2026 00:00 UTC)

A new study from Pew Research has analyzed the activity of 6,334 health and wellness influencers, focusing on over half a million posts made between February 1 and April 30, 2026. The findings reveal that just over half of the content centers on healthy living, while about a third addresses medical topics, with 38% of posts promoting products or services, particularly from influencers who identify as healthcare professionals. This analysis raises important questions about the expertise and trustworthiness of these influencers in their promotional efforts, based on their social media activity across platforms like Instagram, TikTok, and YouTube.