61% of Social Media Users Have Used These Platforms for Health Research — And Many Aren’t Checking Creator Credentials

A post a day keeps the doctor away — at least that's what some believe.

According to the latest ValuePenguin survey of nearly 2,000 U.S. consumers, 61% of social media users have researched health or wellness topics on social platforms. And while that's led many to try something new, the majority of those who've researched health or wellness haven't spoken to a medical professional or fact-checked what they've read.

In addition to going over what we've found, stick around for tips on utilizing your health insurance to combat misinformation.

Key findings

Byte-sized wellness: Social media users likely to research health online

The doctor is in … your phone. Among the 95% of Americans who use social media, 61% say they've researched health or wellness topics on these platforms. That's especially true for parents with young kids (76%). Comparatively, 57% of those without kids and 50% of those with kids older than 18 say similarly.

Younger social media users are more likely to research health or wellness online than older users, led by Gen Zers ages 18 to 26 (72%). That's followed by:

Additionally, women (63%) are slightly more likely to say similarly than men (60%).

While social media can potentially broadcast public health messaging, ValuePenguin health insurance expert Divya Sangameshwar says it isn’t always trustworthy.

Additionally, Sangameshwar warns that social media users who rely on apps for medical advice could also see their mental health impacted by constant symptom-checking or misdiagnosing. They may even face significant financial consequences from paying out of pocket for unproven medications or supplements recommended by influencers.

When asked what they're researching, 50% of those who've used social media for health research cited weight loss — the most common response. Other responses were:

Not everyone's actively seeking this type of content, though. Across all social media users, 88% see health and wellness content. About 51% find it to be relevant and interesting, while 38% don't pay attention to it when it comes across their screens.

Health information often goes unchecked

When it comes to the internet, many things shouldn't be taken at face value — including health content. However, not everyone's doing their due diligence: 59% of those who've used social media to research health information haven't spoken to a medical professional about the same topic. That's especially true for baby boomers (65%).

Additionally, women (65%) are significantly more likely to say they didn't discuss the topics they researched with a health professional than men (53%).

Going deeper, 50% of social media users don't check the credentials of the creators providing health-related information. Still, tech-savvy younger generations may look closer, with Gen Zers (64%) and millennials (59%) significantly more likely to have researched the influencers providing health and wellness content than Gen Xers (42%) and baby boomers (36%).

By income, six-figure earners (57%) are much more likely to do their research into health and wellness content creators than other earners. For comparison, 47% of those earning between $50,000 and $74,999 or less than $35,000 say similarly — tied for the lowest by income.

Sangameshwar says this is equally as dangerous. "Numerous stories warn about TikTok and Instagram influencers contributing to interest in counterfeit or compounded weight loss medication — compounded medicines aren't Food and Drug Administration-approved but are allowed to be made during an official drug shortage," she says.

What can be done to counter this misinformation? "A growing number of health care professionals are leveraging the same social media platforms to make content countering the medical misinformation being put out by influencers," Sangameshwar says. "And some social media platforms have also started to crack down on medical misinformation previously peddled on their sites. YouTube, for example, has repeatedly refined its content standards for videos discussing certain diseases and illnesses and is adding a verified label to videos created by credentialed clinicians."

That being said, only 43% of social media users say they at least somewhat trust the health advice they see on social media, while 39% generally trust the creators they see. Overall, 56% feel confident in their ability to discern accurate health information from misinformation on social media.

Health and wellness content influences users' behaviors

Social media users aren't just researching health and wellness — some are following the advice they see. Among social media users, 51% have seen or read health or wellness content that's influenced their behavior or led them to try something new, with higher percentages for Gen Zers (69%), those with children younger than 18 (68%) and millennials (61%).

And they're not just taking advice for themselves — 36% have passed along social media health-related information to friends or family. That figure's significantly higher for Gen Zers (53%), those with children younger than 18 (50%) and millennials (46%).

When asked why they used social media for health research, 39% of this group said they just stumbled across it, while 28% said they get most of their health and wellness info from these platforms. Alarmingly, 10% explored this type of content because they couldn't afford to see a medical professional, while another 10% said they wanted to avoid seeing one.

Following health and wellness advice doesn't just mean changing your lifestyle — for some, it means a monetary investment. Just over a quarter (26%) of social media users have purchased health products (such as treatments, supplements, subscriptions or services) via a platform. Of this group, 48% spent between $100 and $500 on these products in the past year, while 47% spent less than $100. That leaves 5% who spent more than $500.

Social media may empower some users

It's not all doom, gloom and misinformation — researching health and wellness content has silver linings. For 37% of social media users, these platforms have helped them advocate for their health care. That's especially true for Gen Zers (51%), those with children younger than 18 (49%) and millennials (45%).

Across all social media users, 62% think health and wellness social media content is at least somewhat helpful. That being said, only 43% at least somewhat trust online health advice — leaving just less than a quarter (24%) who feel distrustful of it.

According to Sangameswhar, it's understandable that so many users find social media content helpful — and it can even be beneficial to an extent.

"Social media and Google seem like a natural place to turn for medical information, especially when the user can't afford the cost of a medical appointment or can't find an appointment," she says. "Even with rampant misinformation, social media health advice can be valuable when approached with discernment and a healthy dose of skepticism. While TikTok and other social media platforms can offer knowledge, it should complement — not replace — professional medical care. Talking to trusted medical professionals about what you've found out on social media and seeking their advice and opinions before making any decisions about your health care will minimize your risk."

Clickbait to fit bait: Expert tips on decoding health misinformation

When discerning dangerous claims from useful health information, Sangameswhar says to rely on your health care professionals. And when in doubt, don't be afraid to utilize your health insurance.

"While insurers aren't doing anything explicitly to crack down on medical misinformation, the financial burden of paying out of pocket for a consultation with an uncredentialed 'health expert' or buying a drug from an unverified compounding pharmacy or influencer will continue to be a powerful deterrent," she says. "It'll force their policyholders to seek medical advice from an in-network health care provider and buy their drugs from an in-network pharmacy to get covered by insurance."

If you want to identify misinformation independently, Sangameshwar offers the following advice: