The data: Learning from people with similar health experiences is the top reason US adults use social media for health information or advice, ahead of getting immediate information or support, per a May KFF Tracking Poll on Health Information and Trust.

Among the 60% of US adults who use social media for health information at least occasionally:

• 77% say learning from others with similar experiences is a major (36%) or minor (41%) reason.
• 73% say immediate information is a major (35%) or minor (38%) reason.
• 41% say it’s because they don’t have a regular provider or couldn’t afford to see one as a major (17%) or minor (24%) reason.

Why it matters: US consumers, especially younger generations, aren’t just using social media for health information because it’s convenient. They also value advice from people with shared experiences, making patient influencers especially credible.

That preference extends to who consumers engage with on social media health information.

• Almost half (48%) of US social media users who interact with health influencers follow people who have a condition they’re interested in, per EMARKETER’s January 2026 US Digital Health survey.
• Younger adults are the most likely to seek out people with similar social health experiences. Four in 10 US adults ages 30 and younger want to learn from those with similar conditions, led by 44% of those ages 18 to 29, per KFF. That number drops to just 21% among adults age 65 and older.

Implications for healthcare and pharma brands: Consumers value practical, real-world insights from peers that help them understand what to expect from the issue they’re experiencing, potentially reducing uncertainty and anxiety.

For brands, that means moving beyond explanations to create educational social content on platforms like Instagram, YouTube, and TikTok, where consumers most often engage with influencers, to give patients a realistic sense of what living with a condition or navigating treatment is actually like.

Patient influencers and peer storytelling can make clinical information more relatable and relevant, helping to guide more confident decision-making and better adherence to prescribed medications and treatment plans.

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