Researchers at the Pew Research Center analyzed posts from health and wellness influencers on social media platforms. They examined over 500,000 posts from more than 6,000 influencers on Instagram, TikTok, and YouTube. The analysis found that a significant portion of these posts promoted a product, service, or subscription.

About 38% of the posts included a promotional element. This percentage increased when influencers discussed certain topics, such as over-the-counter medications or dietary supplements. In these cases, around two-thirds of the posts had a promotional element.

Further details on the study's findings are available, including the types of topics that influencers most often post about, such as fitness and nutrition.