A new Pew Research Center survey shows young women increasingly rely on influencers for health advice. Experts explain the benefits, risks, and how Latinas can separate trustworthy information from misinformation.
Young women are increasingly turning to health and wellness influencers for advice on fitness, beauty, mental health, and lifestyle changes. For Latinas, culturally relevant online voices can offer connection and accessibility — but experts warn that social media health advice also comes with risks.
Social media influencers are becoming a major source of health information
Although doctors, nurses, and other health professionals remain the most common sources Americans rely on for health information, social media influencers and podcasts now play an important role in shaping how people learn about wellness.
A fall 2025 Pew Research Center survey found that 57% of women ages 18 to 29 say they get health and wellness information from influencers, 10 percentage points higher than the share of young men who say the same.
The trend reflects a broader shift in how younger generations search for answers about their health. Instead of relying only on traditional medical sources, many young adults are turning to TikTok, Instagram, YouTube, and podcasts for advice on topics such as nutrition, fitness, mental health, skincare, and weight management.
Why health influencers may be especially relevant for Latinas
While there is not a nationally representative statistic showing the exact percentage of young Latinas who get health information from influencers, digital platforms have become an important space for Hispanic and Latina communities to find health-related information.
For many Latinas, influencers can provide content that feels more personal and accessible — especially when creators share their language, cultural background, or life experiences. Spanish-language health content and stories from people with similar backgrounds may help make conversations about topics like mental health, reproductive health, body image, and wellness feel less intimidating.
Social media can also help address gaps in health communication by reaching people who may face barriers such as limited access to providers, language differences, or discomfort discussing certain health concerns.
What health topics are young women learning about online?
Among young women who get health and wellness information from influencers, beauty and appearance are among the most common topics they encounter. About 51% say they often hear about beauty and appearance content, compared with 18% of young men.
Young women are also about twice as likely as young men to frequently see influencer content about alternative medicine.
Other popular topics include:
Fitness: Around half or more of young men and women say they often see fitness-related content from influencers.
Mental health: A third or more of young adults say they frequently encounter mental health discussions online.
Weight loss: Many young people turn to influencers for advice about changing their bodies or improving their health habits.
For Latinas, these conversations can be particularly influential because issues like beauty standards, body image, family expectations, and wellness are often shaped by cultural experiences.
Should we worry about health influencers replacing doctors?
The growing influence of online health personalities raises both opportunities and concerns.
Health influencers can have a positive impact by encouraging people to exercise, seek mental health support, learn about prevention, and talk more openly about health issues. For communities that have historically experienced gaps in healthcare access or representation, relatable online voices can make health information easier to understand and engage with.
The concern is that popularity does not always equal expertise. Many influencers are not medical professionals, and some may share inaccurate information, promote unproven treatments, or advertise supplements and products without enough scientific support.
Health misinformation can be especially harmful when people delay medical care or replace professional advice with online recommendations.
Why young women turn to health influencers
The Pew Research Center survey found that 51% of young women who get health information from influencers say wanting to make a change in their health or lifestyle is a major reason they follow this content, compared with 37% of young men.
Young women are also more likely than young men to say they value influencers who share their background or beliefs (23% vs. 14%) and those who discuss topics they may not feel comfortable asking a doctor about (19% vs. 10%).
Latina and culturally relevant health/wellness voices
There are fewer Latina health influencers with the same global recognition as some mainstream wellness creators, but several have built significant audiences:
Dr. Ana María Temple — A physician who creates health education content for families and Spanish-speaking audiences.
Dra. Iliana Montaño — Known for sharing health information with Spanish-speaking communities.
Chiquis Rivera — Not a medical professional, but influential in conversations around body image, fitness, weight loss, and lifestyle among many Latina followers.
