Frequency of product or service promotions, by influencer background
Among health/wellness influencers who say they are a(n) __,
% who promote a product or service in a majority of their posts
| Influencer background | Percent |
|---|---|
| Dietician/Nutritionist | 43 |
| Complementary, alternative and integrative health | 41 |
| Author | 40 |
| Entrepreneur | 38 |
| Coach | 37 |
| Researcher | 35 |
| Allied health | 32 |
| Conventional medicine | 32 |
| No credentials | 30 |
| Mental health | 29 |
| Life experience | 26 |
| Athlete | 25 |
| Activist | 19 |
Note: Posts that contain a promotion include those that recommend both paid and free products and services. Biographic information for health and wellness influencers derived from their social media bios.
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?”
PEW RESEARCH CENTER
