Prior to the twentieth century, marketing weight loss would have been analogous to marketing blankets in a desert; being obese used to be a super cool way to tell people you were rich and well-nourished. The average American knows nothing more about William H. Taft than that he (allegedly) got stuck in the White House bathtub. Do you think he would have won if he had run (or walked briskly for 30-35 minutes three times a week) on a CrossFit and lentil burger platform? Please.

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Of course, the opposite is now true: obesity is on the rise, and people are willing to try almost anything to shed a few pounds. It should come as no surprise, then, that the weight loss industry in the United States is worth approximately $68 billion. Marketing to the overweight and obese means marketing to the vast majority of Americans.

Health benefit

Who is in charge of the marketing? You’ve heard of the big names: WeightWatchers, NutriSystem, Jenny Craig, and so on. These commercial brands are extremely popular because they promise quick results with little effort. They understand that the average American cannot prepare or find time for meal preparation and exercise. They make weight loss simple, and they anticipate increased sales as disposable income grows. If you’re selling a meal subscription service, you should emphasize the ease of use as much as the health benefits.

Retail behemoths have taken notice, and they want a piece of the action: Amazon and Walmart are now offering diet plans to their customers. Furthermore, retailers stock thousands of diet and weight loss products, ranging from diet sodas to low-calorie granola bars to protein-packed shakes. The market for healthy, pre-packaged meal replacements will expand as consumers continue to jump from trend to trend in search of the perfect solution.

One minor caveat: Young consumers are as concerned with their finances as they are with their health. Millennials prefer low-cost dieting and weight-loss methods such as clean meal planning, exercise, and avoiding junk foods. So, if you’re in the weight loss marketing business and want to reach out to 20-somethings, focusing on free apps and lifestyle tools is a wise move.

When it comes to exercise, social media is a huge part of the weight loss industry. Gym-goers frequently document their workouts, and fitness accounts on Instagram are becoming increasingly popular. Aside from that, there are countless YouTube videos aimed at teaching viewers everything from yoga to deadlifting.

And who can forget about food photos? The best part of starting a new diet regimen for some people is showcasing it to their friends online. Furthermore, few types of content capture the attention of Facebook users quite like the recipe video; if your product involves prepping or cooking, consider breaking down the process in an aesthetically pleasing video shorter than two minutes. Anyone looking to market a weight loss product or service should take advantage of the massive influence that social media has.