Searches for ‘weight loss exercises’ have skyrocketed, up by 552% in the last year, with ‘quick weight loss’ searches even higher at 581% year-on-year. This pervasive weight loss messaging is also echoed through a rise in videos on social media and traditional media outlets, with content about ‘fat-burning’ and ‘quick weight-loss’ methods up by 296% a year. To date, there are over eight million posts relating to weight-loss workouts on TikTok in 2024.
Meanwhile, conversations about exercise for mental health remain significantly less frequent. The number of videos focused on ‘exercise + weight losses’ has increased by 204% this year, 33% more than videos focusing on exercise and mental health. New research from ASICS shows that 42% of UK adults say ‘quick weight loss’ content makes them feel insecure and negatively impacts their mental health.
Nearly two-thirds (59%) of people believe that celebrity weight loss content is the worst thing on social media for people’s mental health (59%). (Image: ASICS) In response, ASICS is highlighting a different kind of weight loss. ASICS has partnered with fitness and body positivity influencers, including Em Clarkson, to disrupt social media with an alternative weight loss message.
To counter the prevalence of physical weight loss content, ASICS’ alternative message will now appear when people search for online weight loss information. This message will disrupt their search and guide them toward content reinfor.
