A vast majority of health and wellness influencers on social media recommended products or services at least once over a three-month period. In fact, 38% of these influencers’ posts promoted some kind of product or service, according to a recent Pew Research Center analysis in spring 2026. But what exactly do these influencers promote? And what do audiences do with these recommendations?

The most common type of product that health and wellness influencers promote is information: Instructional content like workout guides, apps and recipes are recommended in 36% of posts containing promotions. Other content like books, podcasts or YouTube videos are in 11% of these posts.

And overall, these promotions tend to get a response from their audiences. Nearly two-thirds of adults who get information from these influencers (63%) say they’ve tried a fitness, diet or beauty routine because they heard about it this way, while a bit over half (55%) say they’ve bought a product based on these recommendations.

Among those who get information from health and wellness influencers, women are more likely than men to have tried a routine, bought a product or encouraged others to try a product or treatment. And Black consumers are more likely than White consumers to say they have bought a product or encouraged others based on these recommendations.

Changes in consumer choices can go the other direction, too. A third of those who get information from health and wellness influencers say they have stopped using a product or treatment because of an influencer’s discussion of it.

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