Health and Wealth Hacks? How Micro-Influencers Are Filling Our Feeds with Misinformation
Micro-influencers on Instagram and TikTok are shaping the way Gen Z thinks about health and wealth, but are they reliable? Kerry shows you how to spot misleading advice you might see.
“If you want to become rich, do these 3 things right now.”
“I’m going to show you how I lost 10 pounds in 10 days.”
“This is the #1 side hustle they don’t tell you about.”
“Eat this superfood to activate your brain in the morning.”
Sound familiar? If you've spent any time on Instagram or TikTok, you've likely scrolled past micro-influencers preaching quick fixes and bite-sized advice.
Recently, I’ve had to check myself several times while scrolling through reels from small to medium content creators about things like opening a Roth IRA account or drinking barley tea. I found myself nodding to everything these people (complete strangers) were saying. And I had to ask myself the questions, “Is what I’m watching reliable?” and more important, “What is causing me to trust them?”
The Issue
Micro-influencers are creators with 10k to 100k followers, usually in a cultivated niche. These micro-influencers tend to frame themselves as gurus and experts in certain subjects, especially popular in topics such as health and personal finance. Due to intentional branding strategies such as posting a GRWM vlog while dishing out their “honest advice”, their recommendations feel more like tidbits from a knowledgeable friend or an older sibling rather than a distant, impersonal endorsement. But while they seem relatable, they are not necessarily reliable.
Unfortunately, the information they share is often incorrect due to either being a monolith of their own experience or simply an attempt to earn fast cash through cheeky product placements. Studies show that engagement rates for micro-influencers are significantly higher than those of A-list celebrities, meaning their audiences are more likely to take their advice to heart. So unlike macro-influencers, these people rarely have enough fame to gain serious backlash when they spread misinformation, but just the right amount of views to still have tangible impact in certain areas.
On one hand, micro-influencers can introduce important topics in an accessible way. They may encourage financial literacy or mental health awareness among their followers. On the other hand, their content often lacks the depth, nuance, and credibility of expert-backed information. A charismatic TikTok creator might tell you that cutting out gluten will solve all your health problems, or that investing in cryptocurrency is a surefire way to get rich—without addressing the complexities and risks involved.
What You Can Do
Here are a few ways to protect yourself from misinformation while still benefiting from the positive aspects of social media:
Check the credentials – Before taking advice, ask yourself: Does this person have the expertise to speak on this topic? Look for certified professionals, such as registered dietitians, licensed financial consultants, or medical doctors.
Verify with different reliable sources – If something sounds too good to be true, it probably is. Cross-check claims with reputable sources.
Engage critically – Health and wealth rarely come from overnight solutions. Be skeptical of any advice that promises fast results with minimal effort. Instead of passively consuming content, ask questions. Why is this influencer promoting a certain product? Are they being paid for their endorsement? What do experts say about this topic?
The internet and micro-influencers can be great sources of motivation and inspiration, but they shouldn’t replace expert advice (for more insight, check out the book The Death of Expertise by Thomas Nichols). It’s up to us to think critically about what we consume, so be proactive, and be skeptical, so we can make smarter decisions while still enjoying everything social media has to offer.