For more than a decade, social media influencers have shared their lives with captive audiences hungry to consume entertaining, aspirational, and educational content from popular users deemed to be “just like us.” What started as a hobby for many, has turned into a career for those most adept at navigating technological advances alongside follower expectations. As the influencer industry professionalized in the United States, niche creators emerged and have become central figures in the lives of individuals looking to restore their health and enhance their well-being. In her talk, Dr. Mariah L Wellman draws on her current book project to describe the phenomenon of wellness influencers and how they’ve risen to prominence. She details the role of authenticity and expertise in establishing authority within the digital wellness space and the strategies influencers use to spread health information. Finally, Dr. Wellman discusses the increase in online health misinformation and the rise in institutional experts flocking to social media to debunk influencer-created content.