From Mashable · Olivia Tauber · · 1m 10s
Wellness Influencers Promote Products Often
Pew Research shows 38% of wellness influencers promote products in posts.
In brief
Pew Research shows 38% of wellness influencers promote products in posts. Pew Research Center found 38% of health and wellness influencers include product promotions in their posts. Originally reported by Mashable.
Wellness Influencers Promote Products
Pew Research Center analyzed over 6,000 health and wellness influencers' posts across Instagram, TikTok, and YouTube.
38 Percent Promote Products
38 percent of wellness posts contain product promotions or services, with nearly half of health-focused posts including promotions.
92 Percent Promote Occasionally
92 percent of influencers include promotions at least occasionally, with a third featuring ads in most posts.
Promotions in Specific Areas
Promotions appear in 66 percent of nonprescription medication posts, 56 percent of appearance and men's health posts.
Promotions by Profession
Self-described dietitians, nutritionists, and health professionals promote products more frequently than athletes or activists.
Examples of Promotions
Kayla Itsines promotes Sweat app, Joe Wicks sells Body Coach, and Mari Llewellyn co-founded Bloom Nutrition.
Wellness Content Breakdown
Over half of posts discuss healthy living, with 25 percent on fitness and 19 percent on nutrition.
Promotions and Credentials
Influencers with medical credentials promote products more frequently than those without.
Here's the gist
Pew Research Center found 38% of health and wellness influencers include product promotions in their posts.
