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Some Gen Z followers interviewed for a 2026 study said they saw physician influencers on TikTok as accessible and benevolent—and some reported buying products or following their advice. The findings raise questions about how social media can shape perceptions of medical expertise, but they do not show that TikTok doctors are generally more trusted than clinicians or that following their advice improves health.
What did the study find?
In interviews, young adults who followed physician influencers described them as approachable and able to explain health information in plain language. Many contrasted that impression with their own experiences with personal physicians. These are participants’ perceptions, not an objective comparison of doctors’ communication or care.
The researchers also found that professional imagery could contribute to perceived credibility. In the video sample, medical or professional attire appeared in 58.2% of posts. Some interviewees said cues such as lab coats, scrubs, stethoscopes or diplomas made a creator seem qualified.
None of the 26 interviewees reported checking whether an influencer was actually licensed. That describes this small interview group; it is not a measure of how often Gen Z users verify credentials across TikTok.
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How was the research conducted?
The peer-reviewed article by Suzanne C. Makarem, Brittany B. Beck and Jie G. Fowler, “When Doctors Become Influencers: How Social Media Presence Disarms Persuasion Knowledge and Shapes Consumer Behaviors,” first appeared online September 22, 2026, in the Journal of Consumer Affairs. It reports two exploratory studies:
- Video analysis: The researchers analyzed 330 TikTok videos from 11 selected US-based licensed physician influencers. The videos were sampled over one month in August 2022; researchers revisited them in November 2024 to confirm availability and update engagement metrics.
- Interviews: The researchers interviewed 26 Gen Z followers in May and June 2023. Participants had followed a physician influencer for at least a year and were recruited through undergraduate and graduate business courses at one Southeastern US university and snowball sampling.
In the selected video sample, 46.7% of posts concerned professional or health topics, while 53.3% were personal or non-health-related. These percentages describe the sampled videos, not all content posted by physician influencers.
Why might a TikTok physician seem persuasive?
The authors propose a mechanism they call the “mere social media presence effect.” In their explanation, a physician’s visible presence on social media can signal accessibility and benevolent intent, which may reduce a viewer’s skepticism even when commercial intent is apparent. Makarem described it as: “We call it the mere social media presence effect.”
This is a proposed explanation, not a causal result established by the studies. The interviews offer insight into how these participants understood influencers; the video analysis describes a selected set of posts. Neither design demonstrates that social media presence itself caused greater trust or changed health behavior.
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VCU’s account of the study says followers told researchers they bought products and followed advice. The article discusses health advice and product recommendations, but the findings do not establish how common purchasing or adherence is among Gen Z or TikTok users generally. They also do not show that a purchase or decision to follow advice led to a particular health outcome.
Commercial recommendations deserve the same scrutiny as other health claims. A creator’s medical background or professional appearance does not by itself establish that a specific product is suitable, that a recommendation is independent, or that advice applies to an individual viewer.
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What the study cannot tell us
- It is not representative of Gen Z. The interview group was small, recruited from one university and referrals, and consisted specifically of people who already followed a physician influencer.
- It does not rank influencers against personal physicians. Participants described their own impressions and experiences; the researchers did not objectively measure clinical quality, accessibility or expertise.
- It does not prove cause and effect. The work is exploratory and descriptive, not an experiment testing whether TikTok exposure causes trust, adherence or better or worse health.
- Engagement may have other explanations. The researchers note that TikTok’s algorithm and repeated exposure could also shape which videos users see and how skeptical they feel.
How to assess health advice from TikTok doctors
The study is a reminder to distinguish a creator’s identity and presentation from the evidence behind a particular claim. Before acting on health advice or buying a recommended product, consider whether the creator’s credentials are verifiable, whether the advice is supported by reliable medical evidence, and whether it fits your circumstances. For personal diagnosis or treatment decisions, discuss the issue with a qualified health professional who knows your history.
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