Influencers who aren’t health professionals rarely discuss medical topics like conditions, treatments
Among health/wellness influencers who say they have each background, % of posts that mention each topic
Note: Posts may discuss multiple health and wellness topics. Some topics and professions analyzed in this study are not shown.
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
Influencers who aren’t health professionals rarely discuss medical topics like conditions, treatments
Among health/wellness influencers who say they have each background, % of posts that mention each topic
| Background | Topic | Share |
|---|---|---|
| Conventional medicine | Medical condition | 30 |
| Conventional medicine | Professional medical treatments | 38 |
| Conventional medicine | Mental health | 6 |
| Conventional medicine | Nutrition | 13 |
| Conventional medicine | Appearance | 22 |
| Conventional medicine | Fitness | 8 |
| Conventional medicine | Healthy habits | 18 |
| Mental health | Medical condition | 25 |
| Mental health | Professional medical treatments | 17 |
| Mental health | Mental health | 35 |
| Mental health | Nutrition | 3 |
| Mental health | Appearance | 1 |
| Mental health | Fitness | 3 |
| Mental health | Healthy habits | 8 |
| Complementary, alternative and integrative health | Medical condition | 34 |
| Complementary, alternative and integrative health | Professional medical treatments | 24 |
| Complementary, alternative and integrative health | Mental health | 11 |
| Complementary, alternative and integrative health | Nutrition | 21 |
| Complementary, alternative and integrative health | Appearance | 4 |
| Complementary, alternative and integrative health | Fitness | 12 |
| Complementary, alternative and integrative health | Healthy habits | 23 |
| Allied health | Medical condition | 26 |
| Allied health | Professional medical treatments | 25 |
| Allied health | Mental health | 4 |
| Allied health | Nutrition | 10 |
| Allied health | Appearance | 11 |
| Allied health | Fitness | 24 |
| Allied health | Healthy habits | 20 |
| Coach | Medical condition | 11 |
| Coach | Professional medical treatments | 6 |
| Coach | Mental health | 6 |
| Coach | Nutrition | 22 |
| Coach | Appearance | 13 |
| Coach | Fitness | 43 |
| Coach | Healthy habits | 26 |
| Athlete | Medical condition | 7 |
| Athlete | Professional medical treatments | 4 |
| Athlete | Mental health | 2 |
| Athlete | Nutrition | 17 |
| Athlete | Appearance | 11 |
| Athlete | Fitness | 50 |
| Athlete | Healthy habits | 18 |
| No credentials | Medical condition | 12 |
| No credentials | Professional medical treatments | 6 |
| No credentials | Mental health | 5 |
| No credentials | Nutrition | 20 |
| No credentials | Appearance | 16 |
| No credentials | Fitness | 23 |
| No credentials | Healthy habits | 17 |
| Dietician/Nutritionist | Medical condition | 21 |
| Dietician/Nutritionist | Professional medical treatments | 9 |
| Dietician/Nutritionist | Mental health | 6 |
| Dietician/Nutritionist | Nutrition | 52 |
| Dietician/Nutritionist | Appearance | 10 |
| Dietician/Nutritionist | Fitness | 26 |
| Dietician/Nutritionist | Healthy habits | 33 |
Note: Posts may discuss multiple health and wellness topics. Some topics and professions analyzed in this study are not shown.
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
