---
"title": "Appendix A: Detailed Tables"
"description": "### Topic frequency among health and wellness influencers"
"date": "2026-10-07"
"authors":
  -
    "name": "Galen Stocking"
    "job_title": "Associate Director, Research"
    "link": "https://alpha.pewresearch.org/pewresearch-org/staff/galen-stocking/"
  -
    "name": "Regina Widjaya"
    "job_title": "Computational Social Scientist"
    "link": "https://alpha.pewresearch.org/pewresearch-org/staff/regina-widjaya/"
  -
    "name": "Anna Lieb"
    "job_title": "Computational Social Science Analyst"
    "link": "https://alpha.pewresearch.org/pewresearch-org/staff/anna-lieb/"
  -
    "name": "Kaitlyn Radde"
    "job_title": "Computational Social Science Assistant"
    "link": "https://alpha.pewresearch.org/pewresearch-org/staff/kaitlyn-radde/"
  -
    "name": "Aaron Smith"
    "job_title": "Director, Data Labs"
    "link": "https://alpha.pewresearch.org/pewresearch-org/staff/aaron-smith/"
  -
    "name": "Eileen Yam"
    "job_title": "Director, Science and Society Research"
    "link": "https://alpha.pewresearch.org/pewresearch-org/staff/eileen-yam/"
"url": "https://alpha.pewresearch.org/pewresearch-org/data-labs/2026/10/07/health-influencers-appendix-a-detailed-tables/"
"categories":
  - "Healthcare Online"
  - "Influencers"
---

# Appendix A: Detailed Tables

### Topic frequency among health and wellness influencers

| Independent variable | n1 | n2 |
| --- | --- | --- |
| Germany | 40 | 60 |
| Spain | 50 | 50 |
| France | 60 | 40 |

Note: Posts may discuss multiple health and wellness topics.

Source: Pew Research Center analysis of 535,512 Instagram, TikTok and YouTube posts published by 6,334 health and wellness influencers from February to April 2026.“What Do Health and Wellness Influencers Post About?”

### Frequency of promotions, warnings and citations from health and wellness influencers

| Independent variable | n1 | n2 |
| --- | --- | --- |
| Germany | 40 | 60 |
| Spain | 50 | 50 |
| France | 60 | 40 |

Note: Posts that contain a promotion include those that recommend both paid and free products and services. Posts with a health warning contain claims that a specific health practice will cause a direct harm to physical or mental health.

Source: Pew Research Center analysis of 535,512 Instagram, TikTok and YouTube posts published by 6,334 health and wellness influencers from February to April 2026.“What Do Health and Wellness Influencers Post About?”

### Influencers’ go-to topics

*% of influencers who talk about each topic more than any other*

| Independent variable | n1 | n2 |
| --- | --- | --- |
| Germany | 40 | 60 |
| Spain | 50 | 50 |
| France | 60 | 40 |

Note: A topic was determined to be an influencer’s primary or go-to topic if they discussed it in 30% more posts than any other topic. Posts may discuss multiple health and wellness topics.

Source: Pew Research Center analysis of 535,512 Instagram, TikTok and YouTube posts published by 6,334 health and wellness influencers from February to April 2026.“What Do Health and Wellness Influencers Post About?”

### Influencers’ top 2 topics

*% of influencers whose two most discussed topics are …*

| Independent variable | n1 | n2 |
| --- | --- | --- |
| Germany | 40 | 60 |
| Spain | 50 | 50 |
| France | 60 | 40 |

Note: A post may discuss multiple health and wellness topics. Pairs representing less than 2% of influencers are not shown.

Source: Pew Research Center analysis of 535,512 Instagram, TikTok and YouTube posts published by 6,334 health and wellness influencers from February to April 2026.“What Do Health and Wellness Influencers Post About?”

### Frequency of product or service promotions, by post topic

*% of posts that mention each topic that also promote a product or service*

| Independent variable | n1 | n2 |
| --- | --- | --- |
| Germany | 40 | 60 |
| Spain | 50 | 50 |
| France | 60 | 40 |

Note: A post may discuss multiple health and wellness topics. Posts that contain a promotion include those that recommend both paid and free products and services.

Source: Pew Research Center analysis of 535,512 Instagram, TikTok and YouTube posts published by 6,334 health and wellness influencers from February to April 2026.“What Do Health and Wellness Influencers Post About?”

### Frequency of product or service promotions, by influencer background

*Among health/wellness influencers who say they are a(n) __, % who promote a product or service in a majority of their posts*

| Independent variable | n1 | n2 |
| --- | --- | --- |
| Germany | 40 | 60 |
| Spain | 50 | 50 |
| France | 60 | 40 |

Note: Posts that contain a promotion include those that recommend both paid and free products and services. Biographic information for health and wellness influencers derived from their social media bios.

Source: Pew Research Center analysis of 535,512 Instagram, TikTok and YouTube posts published by 6,334 health and wellness influencers from February to April 2026.“What Do Health and Wellness Influencers Post About?”

### Frequency of health warnings by topic

*% of posts that warn of a specific health harm, by topic*

| Independent variable | n1 | n2 |
| --- | --- | --- |
| Germany | 40 | 60 |
| Spain | 50 | 50 |
| France | 60 | 40 |

Note: A post may discuss multiple health and wellness topics. Posts with a health warning contain claims that a specific health practice will cause a direct harm to physical or mental health.

Source: Pew Research Center analysis of 535,512 Instagram, TikTok and YouTube posts published by 6,334 health and wellness influencers from February to April 2026.“What Do Health and Wellness Influencers Post About?”

### Topic frequency among health and wellness influencers, by influencer background

*Among health/wellness influencers who say they are a(n) __, % of posts that mention …*

| Independent variable | n1 | n2 |
| --- | --- | --- |
| Germany | 40 | 60 |
| Spain | 50 | 50 |
| France | 60 | 40 |

Note: A post may discuss multiple health and wellness topics. Biographic information for health and wellness influencers derived from their social media bios.

Source: Pew Research Center analysis of 535,512 Instagram, TikTok and YouTube posts published by 6,334 health and wellness influencers from February to April 2026.“What Do Health and Wellness Influencers Post About?”

### Frequency of health warnings and external citations in posts from health and wellness influencers, by influencer background

*Among health/wellness influencers who say they are a(n) __, % of posts that …*

| Independent variable | n1 | n2 |
| --- | --- | --- |
| Germany | 40 | 60 |
| Spain | 50 | 50 |
| France | 60 | 40 |

Note: Biographic information for health and wellness influencers derived from their social media bios. Posts with a health warning contain claims that a specific health practice will cause a direct harm to physical or mental health.

Source: Pew Research Center analysis of 535,512 Instagram, TikTok and YouTube posts published by 6,334 health and wellness influencers from February to April 2026.“What Do Health and Wellness Influencers Post About?”