A third of health and wellness influencers promote a product or service in a majority of their posts
% of influencers who promote a product, service or subscription in __ of their posts
Note: 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
A third of health and wellness influencers promote a product or service in a majority of their posts
% of influencers who promote a product, service or subscription in __ of their posts
| None | Fewer than half | More than half | |
|---|---|---|---|
| Share of influencers | 8 | 60 | 33 |
Note: 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
