The topics Americans learn about from health and wellness influencers

A new Pew Research Center study reveals that 40% of U.S. adults now obtain health and wellness information from social media influencers and podcasts. This shift highlights the growing influence of digital creators over traditional medical advice, particularly among younger demographics. For the fitness and wellness sector, these findings underscore the necessity of engaging with online platforms where a significant portion of the population actively seeks lifestyle guidance.

The research involved an extensive analysis of 12,800 social media accounts belonging to 6,828 prominent influencers, each maintaining at least 100,000 followers on platforms like TikTok, Instagram, and YouTube. Complementing this digital audit were two surveys involving over 10,000 U.S. adults conducted in June and October 2025. The data shows that while medical professionals remain the primary source of health information, a substantial minority of the public is turning to digital creators, with 40% of U.S. adults identified as consumers of health and wellness information from influencers or podcasts.

Among the various subjects discussed, fitness, weight loss, and beauty or personal appearance emerged as the most frequent topics, with at least one-third of consumers reporting they hear about these often. Interestingly, 19% of these consumers are frequently exposed to all three categories simultaneously. Beyond these core areas, 85% of respondents noted they encounter broader healthy lifestyle topics at least sometimes, indicating that the influencer ecosystem covers a vast spectrum of wellness concerns beyond traditional exercise routines.

Demographic trends reveal significant variations in how different groups consume this information, which has major implications for targeted wellness marketing. Younger adults aged 18 to 29 are particularly active, with 51% frequently receiving fitness content and 39% often encountering mental health and well-being information. Gender also plays a role, as women are twice as likely as men to frequently see content regarding beauty and personal appearance, at 44% compared to 20%. These insights suggest that wellness brands must tailor their digital strategies to account for the specific interests and high engagement levels of younger, digitally native audiences.