If your social media feeds are full of fitness influencers chugging protein shakes and insisting you need a gram of protein per pound of body weight to build muscle—take a breath. Leading health experts say much of this advice ranges from exaggerated to flat-out misleading.

“It’s baloney,” said Stuart Phillips, a professor of kinesiology at McMaster University and one of the world’s top researchers on protein and muscle. “There’s a generation, particularly young men, and now an increasing number of young women, who are absolutely brainwashed by what they hear online.”

As Vox reports, the obsession with heavy weightlifting paired with extreme protein intake is being fueled by a flood of TikToks, Reels, and YouTube videos promoting a one-size-fits-all approach. But real science tells a different story.

For starters, you don’t need to scarf down steak and chug whey protein shakes to see muscle growth. “Everything we have done where we’ve compared plant to animal [protein], we find that the difference falls within the margin of error,” Phillips explained. Plant-based protein sources like tofu, lentils, beans, and quinoa can be just as effective when consumed as part of a balanced diet.

More importantly, many people are misled into thinking that the more protein, the better. But research suggests that even competitive athletes don’t need as much as the internet claims. Phillips recommends between 0.54 and 0.73 grams of protein per pound of body weight, which is significantly lower than the common social media “rule” of one gram per pound.

Older adults are often encouraged to increase protein to fight sarcopenia, the age-related loss of muscle mass. But experts say it’s not just about what’s on the plate—it’s also about lifestyle.

“To say you could take this depressed, lonely person with lousy teeth and give them a protein powder, that sarcopenia would go away is ridiculous,” Stanford nutrition professor Christopher Gardner told The New York Times.

Gardner also pointed out that older adults often face other issues, such as reduced appetite and social isolation, which make it harder to get enough nutrients overall—not just protein. The solution is holistic support, not just supplements.

You don’t need to eat like a bodybuilder to be strong. Focus on staying active, eating a balanced diet, and ignoring the hype.