Frequency of product or service promotions, by post topic
% of posts that mention each topic that also promote a product or service
| Topic | Percent |
|---|---|
| All posts | 38 |
| OTC medications or supplements | 66 |
| Men’s health | 56 |
| Personal appearance | 56 |
| Nutrition | 52 |
| Longevity | 52 |
| Healthy habits | 50 |
| Women’s health | 47 |
| Fitness | 45 |
| Medical conditions | 45 |
| Mental health | 44 |
| Medical treatments | 43 |
| Life experience | 38 |
| Health policy | 29 |
| Not health or wellness | 21 |
Note: A post may discuss multiple health and wellness topics. Posts that contain a promotion include those that recommend both paid and free products and services.
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
