Half of U.S. adults under 50 now turn to social media influencers for health advice, according to Pew Research. The report analyzed nearly 13,000 wellness accounts revealing a significant shift away from traditional medical guidance toward digital creators who often lack professional credentials.

Fewer than one in five top health influencers held conventional medical qualifications. Instead, most described themselves as coaches, entrepreneurs, or parents, with about 8% of accounts boasting over a million followers despite limited professional credentials.

This trend reflects declining trust in medical institutions and an appetite for relatable content. While some influencers provide helpful information, about 20% of wellness content differs significantly from medical advice. Health professionals struggle to compete with influencers offering simple solutions, though their guidance may lack scientific backing.