Weight loss apps turn a personal goal into a subscription. The brands here include Noom, BetterMe, Zoe, MyFitnessPal, Fastic and BodyFast, covering psychology-based coaching, quiz-led workout plans, metabolic testing, calorie tracking and intermittent fasting. They compete in a crowded space where every ad promises change, so the creative has to feel specific and credible. Studying their ads shows how they hook a skeptical audience, which funnels they send traffic into, and where the messaging is starting to look the same.
BetterMe is a Kyiv-based health and fitness app platform offering personalized workout, diet, yoga, and mental wellness plans. Founded in 2016, it has grown to over 150 million downloads through relentless Meta quiz-funnel advertising that personalizes onboarding based on body type, goal, and lifestyle inputs.
BodyFast is an intermittent fasting app offering personalized fasting schedules and tracking tools to support weight management goals. Developed by a German company, the app operates on a subscription model sold through app stores. It advertises across Meta placements to drive app downloads and subscriptions.
DoFasting is a wellness app and supplement brand built around intermittent fasting, offering a fasting tracker, personalized meal plans, and workout guidance alongside branded supplements like fasting tea and greens powders. It targets people looking to manage weight and build sustainable eating habits through app-guided routines. The brand markets primarily direct-to-consumer online, with a strong presence in Meta ad placements.
Fastic is an intermittent fasting app offering personalized fasting plans, meal tracking, and coaching content, developed by a German company. The app operates on a freemium subscription model sold through app stores. It advertises across Meta placements to acquire subscribers.
Levels Health (levelshealth.com) is a New York-based metabolic health platform founded in 2019 that pairs CGM sensors with an AI-powered app to help non-diabetic users optimize diet, exercise, and sleep via real-time glucose data. The company grew via waitlists and podcast content marketing before opening broader access, raising over $50M from investors including a16z. Also searched as Levels.
MyFitnessPal is a mobile app for calorie tracking, nutrition logging, and fitness monitoring, widely used for weight management goals. Owned by Under Armour before being acquired by Francisco Partners, the app offers free and premium subscription tiers. It advertises across Meta placements to drive app downloads and subscriptions.
Noom is a New York-based psychology-based weight loss app founded in 2008 by Artem Petakov and Saeju Jeong. The app uses behavioral psychology, food logging, and coaching to drive sustainable weight loss. Noom became a landmark paid media case study for quiz-funnel DTC marketing, spending billions on Facebook, Instagram, and Google to build a multi-billion-dollar subscription business.
Simple is a technology brand offering an intermittent fasting and health tracking app that provides personalized fasting schedules, meal logging, and hydration reminders. The company operates on a subscription model sold through app stores. It advertises across Meta placements to acquire app subscribers.
Simpl (getsimpl.com) is a Berlin-based AI intermittent fasting tracker app offering personalized fasting schedules, meal guidance, and an AI coach. Founded around 2019, it competes in the crowded fasting app space using aggressive Meta quiz-funnel ads to drive DTC subscription conversions globally.
Veri is a Helsinki-based metabolic health company founded in 2019 by Anttoni Aniebonam, Verneri Jäämuru, and Frans Lehmusvaara. The company's app pairs a CGM with personalized coaching on glucose-optimized nutrition and lifestyle. In September 2024, Oura acquired Veri to integrate metabolic health data with the Oura Ring's sleep and activity tracking.
ZOE is a health technology company offering at-home metabolic testing kits and a nutrition app that gives personalized dietary guidance based on gut microbiome and blood sugar data. Co-founded by scientists including Tim Spector, it sells subscription programs direct-to-consumer, positioning itself within the personalized nutrition and digital health category.
The dominant pattern is the quiz funnel. Ads tease a personalized plan and push people into a short questionnaire, which doubles as qualification and commitment. BetterMe and Fastic follow this model closely. Noom positions around psychology and habits rather than restriction, which gives its ads a different tone from pure calorie counting. Zoe leans on science and gut health, and MyFitnessPal appeals to people who already track and want better tools. Common creative formats include UGC-style testimonials, app screen recordings, before-and-after style narratives (where platform policy allows), and direct-to-camera explainers. Hooks tend to name a frustration: past diets that failed, plateaus, cravings, or confusion about what to eat. Offers revolve around trials, discounted first periods and personalized plan previews. Review the newest ads alongside the oldest to see how each brand's message has changed.
Pay attention to compliance. Meta restricts body-shaming language and unrealistic claims, so the strongest ads lean on feelings, routines and process instead of dramatic outcomes. Notice how each brand words its promise. Map the funnel as well. Does the ad click through to a quiz, a landing page or an app store? Compare the first question asked, because it reveals who the brand thinks its buyer is. Track angle longevity. Ads that stay live for a long stretch usually indicate a hook that converts. Group them by theme: habit change, science, fasting, meal planning, accountability. Then look for gaps. If most brands target general weight loss, a narrower angle such as a life stage or a specific struggle may be less saturated and easier to own in your creative.
The group includes Noom, BetterMe, Zoe, MyFitnessPal, Fastic and BodyFast, among others. They cover coaching, personalized workout and diet plans, metabolic testing, calorie tracking and intermittent fasting. Look at how long each ad has been live, since longevity is a useful signal that a hook or offer holds up.
Most run UGC-style video, app demos and quiz-led creative that sends users into a personalization flow. Hooks usually name a frustration with past diets and promise a plan that fits the person's routine. Compare the first line of copy, the opening visual and the call to action across brands to see where their approaches split.
Noom positions around psychology and sustainable habits rather than strict rules. Browsing its ads next to Fastic or BetterMe shows how tone, promise and funnel entry differ between brands. Save the strongest examples to a swipe file so you can review hooks, formats and offers side by side before briefing creative.
Search each brand in AdLibrary, compare long-running ads, and group them by hook and funnel type. This shows which angles persist and which claims brands avoid. Check the landing page behind each ad too, because the promise in the creative should match what the page delivers.
Search and save ads from every brand above across Facebook, Instagram, TikTok and more.
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