Half of U.S. Adults Under 50 Get Wellness Advice From Online Influencers

U.S. adults under 50 now get wellness advice from influencers. A new study of health and wellness influencers found that nearly as many say they are coaches or entrepreneurs as say they are health professionals.

The same study examined how those influencers present their credentials to audiences on platforms including TikTok and Instagram. A new report examines the qualifications of health and wellness influencers. The report arrives as platforms have amplified voices that blend personal branding with health recommendations, sometimes blurring the line between professional expertise and entrepreneurial activity.

The findings highlight a shift in how Americans consume wellness information. Younger adults in particular appear to bypass traditional medical channels in favor of content creators whose qualifications vary widely. Researchers noted the near parity between those identifying as health professionals and those positioning themselves primarily as coaches or entrepreneurs.

That balance raises questions about the consistency of expertise reaching millions of followers daily. The study did not detail specific qualification metrics for the influencers surveyed. It focused instead on self-described roles within the growing industry of online wellness advice.