A new study of over 1,000 Austrian teenagers and young adults reveals that most follow social media influencers, and many trust them for health information—even though these influencers often aren’t doctors or health experts. The research found that about 8 in 10 young people see health content from influencers, and more than half have bought products based on influencer recommendations, from vitamins to sports gear. The study shows that feeling a personal connection to an influencer makes people more likely to trust and buy from them, but having good digital literacy skills helps protect against being influenced by ads.

The Quick Take

  • What they studied: How often young people see health information from social media influencers, whether they trust it, and whether they buy products based on influencer recommendations
  • Who participated: 1,003 young people aged 15-25 years old living in Austria, surveyed between January and March 2024
  • Key finding: About 83% of young people encounter health content from influencers they follow, 78% trust these influencers for health information, and 53% have purchased products based on influencer recommendations—even though most influencers aren’t trained health professionals
  • What it means for you: Be cautious about taking health advice from social media influencers, especially if they’re promoting products for sale. Check if they have actual medical training, look for scientific evidence, and talk to real doctors before making health decisions based on influencer recommendations.

The Research Details

Researchers surveyed 1,003 young people in Austria between January and March 2024 using a method called a cross-sectional study, which means they collected information from people at one point in time (like taking a snapshot) rather than following them over months or years. The survey asked questions about which influencers they follow, whether they trust health information from influencers, what products they’ve bought based on influencer recommendations, and how much they understand about digital media and advertising. The researchers also looked at whether factors like age, gender, how much time people spend on social media, and how much they feel personally connected to influencers affected their answers.

This type of study is important because it shows what’s actually happening right now with young people and social media, rather than just guessing. By asking many people the same questions, researchers can see patterns and understand how common these behaviors are. Understanding how influencers affect young people’s health choices helps doctors, parents, and policymakers figure out what kind of education and protections young people need.

This study has several strengths: it surveyed over 1,000 people (a decent-sized group), used a stratified sample (meaning they made sure to include different types of young people), and asked detailed questions about specific behaviors and purchases. However, because it’s a snapshot study rather than following people over time, we can’t say for certain that influencers are causing people to buy products—just that the two things happen together. Also, the study was done in Austria, so the results might be slightly different in other countries.

What the Results Show

Three-quarters of young people (75.4%) follow at least one influencer on social media. About 37% specifically follow influencers who share health-related content. When researchers asked about health content more broadly, 82.9% said they encounter health information from influencers they follow, and 77.6% said they trust these influencers for health information. This is striking because most influencers don’t have medical degrees or formal training in health.

More than half of the young people surveyed (52.8%) reported buying products based on influencer recommendations. The most common purchases were food and drinks (45.4% of those who bought something), beauty products like makeup and skincare (42.6%), sports products (32%), and dietary supplements like vitamins (31.2%). This shows that influencer recommendations have real financial impact on young people’s spending and health choices.

The study found that feeling a personal connection to an influencer—what researchers call a ‘parasocial relationship’ (feeling like you know someone even though they don’t know you)—was the strongest predictor of whether someone would follow health influencers, trust them, and buy their products. Young people who felt closer to influencers were much more likely to be influenced by them. On the positive side, young people with better digital literacy skills (understanding how advertising works and being skeptical of online claims) were less likely to be swayed by influencer marketing.

The study also looked at how different groups of young people responded differently. Gender appeared to matter—the research suggests that boys and girls may have different patterns of following influencers and buying products, though the abstract doesn’t specify exactly how. Age also likely played a role, with younger teens potentially being more influenced than older young adults. The amount of time someone spends on social media also affected how much health content they saw and whether they trusted it.

This research adds to growing evidence that social media influencers have become major sources of health information for young people, sometimes replacing traditional sources like doctors, parents, or health classes. Previous studies have shown that influencers can shape what young people think about their bodies, food, and appearance. This study is one of the first to look specifically at how often young people actually buy health-related products based on influencer recommendations, showing that this isn’t just about opinions—it’s about real purchasing behavior.

This study only surveyed young people at one point in time, so we can’t say for certain that influencers caused people to buy products—only that people who follow influencers are more likely to buy products. The study was done in Austria, so the results might be different in other countries with different social media habits or regulations. The survey relied on people remembering and honestly reporting their behavior, which might not always be accurate. Additionally, the study didn’t look at whether the products people bought actually helped their health or whether the influencers’ claims were true.

The Bottom Line

Young people should be cautious about health information from social media influencers and should: (1) Check whether the influencer has actual medical training or credentials—most don’t; (2) Look for scientific evidence supporting health claims, not just testimonials; (3) Remember that influencers are often being paid to promote products; (4) Talk to parents, school nurses, or doctors before making health decisions based on influencer recommendations; (5) Be skeptical of claims that sound too good to be true, especially for supplements or quick fixes. Parents and educators should have conversations with young people about how advertising works on social media and help them develop critical thinking skills. These recommendations have moderate confidence because the study shows correlation (things happening together) rather than proving cause and effect.

This research matters most for teenagers and young adults (ages 15-25) who use social media, their parents, teachers, school health professionals, and policymakers. If you’re in this age group and follow influencers for health information, this study is directly relevant to you. Parents should care because their children are being exposed to this content. Teachers and health professionals should care because they can help young people develop better critical thinking skills about online health information. Policymakers should care because the study suggests that regulations may be needed to protect young people from misleading health marketing.

If you decide to be more skeptical about influencer health claims and check sources more carefully, you might notice changes in your decision-making within days or weeks. However, if you’re looking for actual health benefits from products (like supplements or fitness products), you should expect to wait several weeks to months to see real results, and you should track whether the product actually works for you rather than just trusting an influencer’s word.

Want to Apply This Research?

  • Track each time you see health-related content from an influencer and note: (1) What product or health claim was being promoted; (2) Whether you felt personally connected to the influencer; (3) Whether you checked for scientific evidence; (4) Whether you bought the product; (5) Whether the product actually delivered on its promises. This helps you see patterns in how influencers affect your decisions.
  • Set a personal rule: Before buying any health product recommended by an influencer, pause and do one of these things: (1) Search for scientific studies about the product; (2) Ask a parent, doctor, or school nurse about it; (3) Check if the influencer disclosed they were paid to promote it; (4) Wait 24 hours before buying to see if you still want it. Use the app to log each time you follow this rule and notice how it changes your purchasing.
  • Over the next month, track how many health products you buy based on influencer recommendations versus other sources (like doctor recommendations, friends, or your own research). Also track your ‘digital health literacy score’ by noting how often you check sources, ask questions, or feel skeptical about health claims. Compare your scores from month to month to see if you’re becoming more critical of influencer marketing.

This study shows that many young people trust social media influencers for health information, but it does not prove that influencer recommendations are safe or effective. Influencers are often not medical professionals and may be paid to promote products. Always consult with a qualified healthcare provider (doctor, nurse, or registered dietitian) before making health decisions, starting new supplements, changing your diet, or beginning an exercise program based on influencer recommendations. This research is for educational purposes and should not replace professional medical advice. If you have health concerns, speak with a healthcare professional who knows your personal medical history.