Wellness influencers were twice as likely as other social media users to oppose vaccines during the COVID-19 pandemic, according to a study by the University of Michigan.

From 2020 to 2022, wellness influencers on Twitter (now X) frequently shared anti-vaccine messages, often urging followers to protect children from perceived vaccine risks or resist government overreach. About half of the wellness accounts identified before the pandemic went on to post anti-vaccine content—double the rate of a comparison group.

Undue influence

Why do wellness influencers wield such influence, and what draws audiences to them? The researchers suggest that wellness influencers fill a gap when trust in traditional authorities, like doctors or public health officials, is low. “Wellness influencers often serve as alternatives to conventional experts,” they explain. “This role becomes more pronounced when public confidence in institutions declines.”

By positioning themselves as independent voices, wellness influencers tap into skepticism of mainstream science and government policies, particularly during times of uncertainty. Their messages resonate with audiences looking for personalized guidance and reassurance in a chaotic world.

The study underscores how these influencers have capitalized on shifting trust dynamics, becoming both challengers to traditional authority and amplifiers of vaccine opposition.