Are we missing an opportunity? Willingness of regular social media users to become health promotion influencers

BACKGROUND: While social media influencers have broad reach, everyday users possess smaller but more trusted networks, potentially bolstering credibility in health information dissemination. This study explored everyday social media users' interest in health communication training and advocacy and identified factors associated with these interests. METHODS: We conducted an online cross-sectional study of 203 U.S. adults who do not identify as social media influencers. Logistic regression models examined associations between participant characteristics and interest in social media health advocacy, joining a health organization-influencer platform, and participating in health influencer training. RESULTS: Half of the participants expressed interest in social media health advocacy, 67% in joining a health organization-influencer platform, and 49% in health influencer training. Having 500+ followers was associated with higher odds of interest in health advocacy (OR = 3.82, 95% CI: 1.38-10.59). Preference for compensation was strongly associated with interest in all three outcomes, with the highest odds for joining a health organization-influencer platform (OR = 12.27, 95% CI: 3.69-40.87). CONCLUSIONS: Everyday social media users, particularly those with 500+ followers and those motivated by compensation, show significant interest in health communication activities. Developing targeted training programs and compensation strategies may effectively engage everyday users in health communication efforts, potentially enhancing the credibility and reach of health information.