1 in 5 adults make health decisions based on what they see on social media despite widespread mistrust

A new study of over 7,000 U.S. adults reveals that while 80% of users distrust health information on social media, more than 20% still use it to make medical decisions. This trend highlights the growing influence of the influencer economy and a significant shift in how the public accesses primary health information outside traditional channels. For the social media sector, these findings underscore a critical tension between high user engagement and the urgent need for improved content moderation to combat AI-driven misinformation.

Researchers analyzed data from the 2024 Health Information National Trends Survey (HINTS), representing approximately 262 million U.S. adults, to understand the impact of social platforms on medical choices. The study found that 88% of adults use social media, with 70% participating in online health communities and 85% sharing personal or general health information. Despite this high engagement, nearly 80% of users believe the health information they encounter is false or misleading; however, more than 1 in 5 users—particularly those over age 65 and Hispanic individuals—report making health-related decisions based on social media content.

The health care social media market is experiencing rapid financial growth, valued at approximately USD 1.27 billion in 2026 and projected to reach nearly USD 3.8 billion by 2035. This booming influencer economy has encouraged a surge of creators to enter the space, often without professional qualifications or editorial oversight. The report notes that the lack of consistent screening by regulatory bodies allows biased advice, often shaped by hidden conflicts of interest, to reach followers as genuine medical guidance.

The rise of AI-generated content is making it increasingly difficult for users to distinguish between qualified experts and convincing actors, according to the researchers. The study emphasizes that social media is no longer a secondary medium but a primary source of information, even for those with chronic conditions like cancer or heart disease. The findings call for improved mechanisms to ensure content accuracy and push back against AI-amplified misinformation, as the current environment risks real-life harm from self-diagnosis and unproven treatments.