The data: Thirty-eight percent of social media posts from health and wellness influencers contain a brand sponsorship or other appeal to use a product or service, according to new Pew Research Center data. Pew analyzed more than half a million social media posts from over 6,000 health and wellness influencers across Instagram, TikTok, and YouTube from February to April 2026. Among health and wellness influencers who promote products or services, 92% include promotions in their feeds at least occasionally, while 33% do so in half or more of their posts.

Health influencers incorporate product and service recommendations into posts across a range of health topics, with promotional content most common in posts about:

• Over-the-counter medications and supplements (66%)
• Men’s health (56%)
• Improving or maintaining physical appearance (56%)
• Nutrition (52%)
• Longevity (52%)
• Healthy habits (50%)
• Women’s health (47%)

Why it matters: More consumers are turning to health influencers on social media for products, services, and advice.

• Among consumers who look up health information on social media, 70% follow or engage with health influencers—and that rises to 83% among Gen Zers and millennials, per our January 2026 Digital Health survey.