This report aims to gain an understanding of social media influencers who focus on health and wellness topics and the experience of U.S. adults who get such information from these influencers. It uses two different methodologies, including an analysis of health and wellness influencers who regularly post on Instagram, TikTok or YouTube, as well as a nationally representative survey of U.S. adults conducted through Pew Research Center’s American Trends Panel (ATP).

Survey

Survey data in this report comes from two waves of the American Trends Panel (ATP), Pew Research Center’s nationally representative panel of randomly selected U.S. adults. It includes data from ATP Wave 173, conducted June 9-15, 2025, and ATP Wave 182, conducted Oct. 20-26, 2025.

The American Trends Panel survey methodology, Wave 173

Overview

Wave 173 of the American Trends Panel (ATP) was conducted June 9-15, 2025.…