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.