The Power of Influencers: 1 Out of 5 Users Trusts Influencers More Than Their Health Specialists
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The Power of Influencers: 1 Out of 5 Users Trusts Influencers More Than Their Health Specialists

Publié le: 22 Aug 2022 | Auteur: Sortlist

In this Marketing Report:

Sortlist surveyed 1,000 users who followed health and nutrition influencers on social media. The goal was to understand the power of influencers on people’s decisions and where this leaves specialists. Do you trust your influencer more than your doctor? Here are the results.


Easiest source for people to find information about their health


People who research the background information of influencers


The single most decisive factor when choosing influencers 

Preferred Sources of Information

Google is still #1

People claim that Google and specialists are the easiest sources to find information about their health.

36.4% of people prefer to use Google, while 32.4% prefer specialists.

Easiest information source

But social media is the main source for almost half (47.6%)

In contrast, the main source of health information in practice remains social media (47.6%), followed by specialists and online media (magazines, forums, etc.).

Main information source

Inspiration and information are users’ main interests

In health, the type of content users follow influencers for is a combination of inspiration and ideas (27.12%) and information (25.47%).

The power of influencers

Visual content is in high demand

Of these social channels, Youtube and Instagram appear at the very top for the health industry, highlighting the demand for visual content.

Social Media

The power of influencers

What makes people trust an influencer?

Across markets, credibility reins as the single most decisive factor when choosing influencers in health.

In this industry, the number of followers is more important than content.

The power of influencers - What makes you trust them?

Half of users research influencers’ backgrounds

Exactly 50% of people following health influencers say they research the background information of influencers, as well as the information they provide.

Research information

Impact of Health Influencers on Users

71% have bought products from influencers

Almost 4 out of 5 people following health influencers said they have bought a product promoted by them.

The power of influencers - Impact on buying behaviour

Almost half of people report a positive experience from health influencers

The majority of people report a positive result (42%) from following health influencers, whether by fully adopting a lifestyle or buying promoted products.

Positive or negative impact

Reasons to stop following a health influencer

There are several reasons why someone decides to stop following an influencer that he or she once looked up to. But according to our research, these are three main reasons, prevalent across the countries we surveyed.

Reasons for following influencers

Health Influencers Vs. Specialists

Honesty, still the best policy

Trustworthiness, personalized service, and transparency in health are the three main factors that stop users from choosing an influencer over a specialist.

The power of a specialist

Half of users would not trust health influencers for health symptoms

Issues related to information about health conditions or symptoms (47.68%) and which products to use (31.89%) are examples of things that people wouldn’t trust a health influencer with, despite saying earlier that the main reason they followed these influencers was for inspiration and information.

Information you wouldn't trust an influencer with

Most users find health specialists expensive and hard to reach

Cost (51.8%) and ease of access, or the difficulty to get an appointment (25.75%), stand as the two main blockers that users face when deciding to contact their health specialist.

Blockers for contacting a specialist

People trust specialists more

When asked who they would trust more, the majority of users threw influencers under the bus: only 1 out of 5 people would trust them before specialists.

The power of influencers - Who do you trust more


Despite listening to these influencers’ tips, buying their recommended products, taking investing advice directly from them, and overall making important decisions towards health and wealth, the power of influencers still doesn’t seem as big as others make it out to be. People will often turn to specialists, especially when more details are needed or when a first action is ready to be made. This happens despite blockers such as cost and appointment difficulties.

50% of users research information from health influencers.

Cost and ease of access are blockers for contacting specialists.

Inspiration (27.12%) and information (25.47%) are the preferred health content.

33% believe credibility is the most important factor.


The study was conducted between June 1st and June 8th, 2022, among 1,000 users across Belgium, Germany, Spain, France, and the Netherlands. In the study, we surveyed users who followed health and nutrition influencers in order to determine their preferences when it comes to trust, reliability, and action regarding influencer advice. The responses are anonymous.

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About Sortlist

Sortlist is Europe’s largest B2B marketplace in the marketing industry. Its goal is to connect companies with marketing and creative agencies that fit their needs. Today, Sortlist has offices in seven countries.


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