Berit Renser, a junior research fellow in media studies at Tallinn University, has studied the reasons people seek health solutions on social media. Her research, based on monitoring a health-focused Facebook group from 2017 to 2020, analyzed 100 posts and approximately 1,000 comments, along with interviews of six active group members. Renser found that social media offers immediate answers and solutions, bypassing the delays of traditional medical appointments.

The Facebook group Renser studied was a large, active community where members shared health concerns and advice. People received numerous responses, sharing experiences and recommendations, with the majority of posters being older women. Remedies ranged from folk traditions like herbal extracts and rituals to modern suggestions like superfoods and celery juice. While doctors were generally trusted for diagnoses, group members often explored alternative treatments alongside biomedicine. Technological advancements, such as smart diagnostic devices, were also valued for accurate diagnoses.

In some instances, group members consulted witches via Facebook Messenger for more personalized advice, especially when group discussions were insufficient or the issue was too complex. These witches often reinterpreted conditions, linking them to personal histories and offering ritualistic solutions. They sometimes recommended consulting doctors, integrating biomedicine with spiritual practices.

Renser noted that seemingly trivial questions often concealed deeper personal issues, such as stress, burnout, or disappointment with the healthcare system. The concise nature of these posts is influenced by Facebook's preference for quick, feed-friendly content. Renser's own experience seeking advice from the group yielded a mix of useful suggestions and unreliable information, highlighting the importance of critical thinking.

Renser's study revealed a redefinition of doctor and patient roles, with social media creating an environment of apparent equality where anyone can ask and answer questions. Knowledge and experience move horizontally, with new opinion leaders emerging based on their visibility, empathy, and communal validation. Alternative healers on social media cultivate a persona through active engagement, building trust by sharing advice, experiences, and spiritual meaning. Many see their work as a mission to help others and pass on spiritual knowledge, but their content is shaped by the algorithms of social media platforms like Facebook.

People turn to social media for health concerns due to low barriers to participation and quick answers. Issues like colds and coughs are commonly discussed, and social media offers advice without the need to leave home, which is especially important for those in rural areas or abroad. The free nature of advice and the desire for solutions after unsuccessful doctor visits also contribute to its appeal, particularly for chronic problems. Trust in the social media group is reinforced when members see others finding help there. Renser's study indicates that social media has become an integral part of searching for health solutions, offering support and guidance where official medicine may feel inaccessible or distant.