Pew Research has published a methodology report for a new study examining social media influencers who focus on health and wellness topics. The research aims to understand the experience of U.S. adults who consume such information from these digital creators.
The study employs two distinct methodologies to gain a comprehensive picture. One component includes an analysis of health and wellness influencers who regularly post on major platforms: Instagram, TikTok, or YouTube. This approach focuses on the content creators themselves.
The second methodology component examines the audience side, looking at the experience of U.S. adults who obtain health and wellness information from these influencers. This dual approach allows for both supply-side and demand-side analysis of the wellness influencer ecosystem.
No findings or results have been released yet; this is strictly a methodology announcement. The report explains how the research was designed and what data sources will be used for the analysis.
It remains unclear when the actual findings will be published. The methodology document provides a roadmap for understanding the eventual conclusions but offers no preliminary insights into influencer behavior or audience impact.