Influencers’ go-to topics
% of influencers who talk about each topic more than any other
| Topic | Percent |
|---|---|
| Multiple topics | 39 |
| Fitness | 25 |
| Nutrition | 10 |
| Mental health | 5 |
| Personal appearance | 5 |
| Medical conditions | 4 |
| Medical treatments | 4 |
| OTC medications or supplements | 3 |
| Healthy habits | 2 |
| Women’s health | 2 |
| Life experience | 1 |
| Health policy | 1 |
| Longevity | <1 |
| Men’s health | <1 |
| No topics | <1 |
Note: A topic was determined to be an influencer’s primary or go-to topic if they discussed it in 30% more posts than any other topic. 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
