Topic frequency among health and wellness influencers
| Topic | Percent of posts | Percent of influencers who ever post about … |
|---|---|---|
| Fitness | 25 | 71 |
| Healthy habits | 20 | 82 |
| Nutrition | 19 | 68 |
| Medical conditions | 19 | 77 |
| Medical treatments | 14 | 68 |
| Personal appearance | 14 | 63 |
| Life experience | 11 | 75 |
| OTC medications or supplements | 11 | 66 |
| Women’s health | 8 | 48 |
| Mental health | 7 | 56 |
| Longevity | 2 | 33 |
| Health policy | 2 | 23 |
| Men’s health | 1 | 13 |
| Not health or wellness | 30 | 89 |
Note: 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
