Helpful or harmful? Navigating the impact of social media influencers’ health advice: insights from health expert content creators

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BackgroundWith the growing role of social media influencers (SMIs) in providing health advice, concerns arise regarding the usefulness and reliability of online health information. This exploratory research focuses on health expert content creators (HECCs), who offer a unique perspective due to their combined medical knowledge and social media expertise.MethodsWe conducted semi-structured in-depth qualitative interviews with HECCs to explore their views on SMI-driven health communication, their motivations for participating on social media, and the strategies they employ to counteract misleading health messages on the platforms. The study employed thematic qualitative text analysis to identify key themes and patterns.ResultsHECCs highlighted the complex role of SMIs in public health, acknowledging their potential to promote positive health behaviors while also noting the risks associated with the spread of inaccurate or oversimplified health messages. The findings emphasize the urgent need to broaden health communication research to address not only misinformation but also overgeneralized health messaging, which can be equally detrimental.ConclusionsThe findings underscore the importance of expanding health communication research to address both misinformation and overgeneralized health messaging. Practical recommendations are provided to mitigate the spread of misleading health information by SMIs, informed by the experiences and strategies of HECCs.