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

Half of U.S. adults under 50 now get wellness advice from influencers on social media platforms including TikTok and Instagram, according to a new report. The report examines the qualifications of those providing the advice. It comes as social media has become a primary source of health and wellness information for many Americans, particularly younger adults.

Users encounter short videos and posts offering dietary recommendations, fitness routines, mental health tips and supplement guidance. The trend reflects broader shifts in how people seek medical and lifestyle information. Traditional sources such as doctors and public health agencies now compete with content creators who often have large followings but varying levels of formal training.

The new report assesses the credentials of influencers who dispense wellness advice. It reviews their educational backgrounds, certifications and any relevant professional experience in health fields. Many influencers lack clinical qualifications or formal scientific training.

Some base recommendations on personal experience or selective interpretations of studies rather than established medical consensus.

Health officials have previously noted risks associated with unverified wellness advice spreading online. Incorrect information can lead individuals to pursue ineffective or harmful practices, delay professional care or misuse supplements and treatments.

The report arrives amid ongoing discussions about platform responsibility and user discernment. No immediate regulatory changes were announced in connection with the findings. Social media companies have introduced some labeling and fact-checking features for health content.

However, enforcement remains limited and users continue to encounter a wide range of advice of uneven quality.