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EMARKETER

Consumers trust health influencers’ medical advice

Article by Rajiv Leventhal  |  Mar 13, 2025
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Consumers trust health influencers’ medical advice
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Digital Health
United States

The data: Nearly 7 in 10 (68%) consumers who use social media for health purposes have some level of interaction with influencers, according to EMARKETER’s December 2024 US Digital Health Survey.

  • Over one-third (35%) follow social media influencers, but don’t directly engage with them.
  • 22% engage with influencers, but don’t follow them.
  • 11% both follow and engage with influencers.

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