About 40% of U.S. adults have obtained health and wellness information from social media influencers or podcasts [1].
The trend highlights a shift in how Americans consume medical and lifestyle advice, moving away from traditional clinical settings toward digital personalities. This shift occurs even as a significant portion of these users remain skeptical of the accuracy of the content they consume.
Data released on May 7, 2026, shows that the reliance on digital influencers is more pronounced among younger populations. Half of U.S. adults under 50 report getting wellness advice from these sources [2].
Despite the popularity of these accounts, trust remains remarkably low. Only 10% of people who turn to influencers say they trust most of the information they receive [3].
"I'm not surprised that many Americans turn to influencers for health advice," Dr. Alok Patel said.
The Pew Research Center analyzed 12,800 social media accounts to understand the landscape of the wellness industry [4]. The findings revealed a gender disparity in visibility. Women make up a majority of U.S. health and wellness influencers, yet male-led accounts are more likely to rank among the most-followed [4].
The content consumed often focuses on aesthetic and physical goals. Around one-third or more of respondents report they often hear about fitness, weight loss, and personal appearance from influencers [5].
"Only 1 in 10 people who turn to influencers say they trust most of the information they receive," Pew Research Center said [3].
“About 40% of U.S. adults have obtained health and wellness information from social media influencers or podcasts.”
The gap between consumption and trust suggests that users may be using influencers for inspiration or general ideas rather than as a primary medical authority. However, the high volume of users, particularly those under 50, indicates that the accessibility and relatability of social media personalities are currently outweighing the perceived lack of clinical reliability.
