Gendered health topics are the primary place where men and women influencers diverge
% of health/wellness influencers who are men/women who ever post about …
Note: Posts may discuss multiple health and wellness topics.
Source: Pew Research Center analysis of 535,512 Instagram, TikTok and YouTube posts published by 6,334 health and wellness influencers from February to April 2026.
“What Do Health and Wellness Influencers Post About?”
“What Do Health and Wellness Influencers Post About?”
PEW RESEARCH CENTER
Gendered health topics are the primary place where men and women influencers diverge
% of health/wellness influencers who are men/women who ever post about …
| Topic | Men | Women | Diff |
|---|---|---|---|
| Women’s health | 30 | 58 | -27 |
| Men’s health | 24 | 7 | 17 |
| Longevity | 41 | 30 | 11 |
| Mental health | 50 | 58 | -8 |
| Personal appearance | 58 | 66 | -8 |
| OTC medications or supplements | 62 | 69 | -7 |
| Life experience | 70 | 77 | -7 |
| Health policy | 27 | 20 | 6 |
| Nutrition | 64 | 70 | -6 |
| Fitness | 74 | 70 | 4 |
| Healthy habits | 79 | 84 | -4 |
| Medical conditions | 78 | 77 | 2 |
| Medical treatments | 69 | 68 | 1 |
Note: Posts may discuss multiple health and wellness topics.
Source: Pew Research Center analysis of 535,512 Instagram, TikTok and YouTube posts published by 6,334 health and wellness influencers from February to April 2026.
“What Do Health and Wellness Influencers Post About?”
“What Do Health and Wellness Influencers Post About?”
PEW RESEARCH CENTER
