Health and wellness influencers post more frequently about healthy living than medical topics …
% of posts from health/wellness influencers
that …
that …
… and promote products or services in more than one-third of posts
% of posts that promote a product, service or subscription
Note: Posts may discuss multiple health and wellness topics. Posts that do not discuss health/wellness could contain promotion.
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
Health and wellness influencers post more frequently about healthy living than medical topics …
% of posts from health/wellness influencers
that …
that …
| Share | |
|---|---|
| Mention healthy living | 54 |
| Mention medical topics | 34 |
| Do not mention healthy living or medical topics | 30 |
| Promote a product or service | 38 |
Note: Posts may discuss multiple health and wellness topics. Posts that do not discuss health/wellness could contain promotion.
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
