January 20, 2026
How social media ‘experts’ are shaping young adults’ food choices
Study reveals many social media users rely on health tips from unqualified content creators, overshadowing evidence-based information
“It’s so important for our gut to get a wide range of vitamins and minerals.” “Obviously I’m not female, but I’ve done a bit of research.” “Micronutrients could be the missing piece if you are feeling sluggish or struggling with recovery!”
Health and fitness soundbites like these are helping social media influencers capture huge audiences, but a new University of Wollongong (UOW) study warns that many such messages are often misleading or misinformed.
The research, led by UOW nutrition and dietetics researchers and Accredited Practising Dietitians Denelle Cosier, Associate Professor Kelly Lambert, and honours student Sophie Evans, found that young Australians are increasingly turning to social media for diet and health advice, with most of what they see coming from unqualified content creators.
Surveying almost 60 people aged 18 to 30, the study revealed that social media plays a moderate but meaningful role in shaping eating behaviours, influencing food choices, and changing how young people think about what it means to be “healthy”. The researchers examined the language used in posts to understand how food and health messages are communicated and analysed posts to assess how well the information aligned with current nutrition science.
But the problem extends beyond nutrition. The study adds to growing global concern about how social media blurs the line between expert guidance and personal opinion. For young people navigating an endless feed of diet trends and glossy wellness routines, distinguishing fact from marketing spin has become a new kind of digital literacy challenge.
“Social media, particularly Instagram and TikTok, is a key source of health information for young adults. Yet the credible information on these platforms is overshadowed by persuasive but unverified messages from content creators who do not have the qualifications to support it,” PhD candidate Denelle Cosier said.
Survey participants shared their favourite health and fitness accounts with the researchers, who looked at more than 1400 Instagram posts from 71 popular content creators. The accounts were dominated by non-experts who frequently endorsed or advertised health and fitness products. Many of the posts were emotional, polished, and often contradictory, leaving users to sort through mixed messages and opinions to create their own understanding of what it means to be healthy.
The researchers’ analysis underscored how important it is for qualified professionals to develop effective communication strategies to ensure trustworthy nutrition advice is visible and compelling on social media.
“Dietitians and nutritionists can cut through the noise and provide evidence-based advice that genuinely helps people. However, they need to adapt their approach to suit online audiences, using everyday, informal language that connects with viewers. Tailoring their language, content and communication styles to the social media world will help them reach more people,” Associate Professor Lambert said.
The researchers encourage social media users to exercise caution when receiving health advice from influencers, and to follow people with evidence-based qualifications including dietitians, university-trained nutritionists, and medical doctors.
About the research
‘Unqualified Advice and Product Promotions: Does Nutrition Messaging on Social Media Influence Eating Behaviours in Young Adults?’ by Sophie Evans, Kelly Lambert, Adrian Dinale, Myah Quinn and Denelle Cosier, was published in Nutrients