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What Do Health and Wellness Influencers Post About?

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What Do Health and Wellness Influencers Post About?

This study looks at the content posted by health and wellness influencers – individuals with large audiences online who provide information about health and wellness, largely on social media. It builds on our previous study of who these influencers are and how U.S. adults engage with their content. It includes an analysis of the topics these influencers discuss, how often their posts include promotions, and how they present their expertise and experiences in social media posts.

Medical professionals remain the most common source of health information among U.S. adults. But many get information about their health from sources outside of the doctor’s office, including social media. We conducted this study to better understand what the public might encounter when they get health and wellness information on social media, including how health and wellness influencers discuss a variety of topics there.

This report is based on an analysis of social media posts published by 6,334 health and wellness influencers. We collected 535,512 Instagram, TikTok and YouTube posts published by these influencers from Feb. 1 to April 30, 2026. Then, we analyzed the audio, video and captions of these posts to better understand what these influencers discuss online.

We identified multiple health and wellness topics and grouped those topics into two broader categories:

Healthy living: This category includes posts that mention fitness, tips for building healthy habits, nutrition, improving physical appearance, medications or supplements that can be taken without consulting a medical professional, and how to live longer.

Medical issues: This category includes posts that mention medical conditions, treatments or medications that must be performed or prescribed by a medical professional, personal experiences with a disease or the healthcare system, mental health, or men’s or women’s health.


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