Market study · November 2026

Influencer marketing in US weight-loss apps

How MyFitnessPal, Cal AI, MacroFactor, Noom and three more apps buy creators on Instagram, TikTok and YouTube, and what it would cost at market rates.

412.6M

views on 1,640 sponsored ads from 367 creators in three months

Full report, 17 pagesPDF · 8 findings · 9 charts · top-20 creators

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Period
18 July – 16 October 2026
Market
United States
Platforms
Instagram, TikTok, YouTube
Apps
MyFitnessPal, Cal AI, MacroFactor, Fitia, Lose It!, Yazio, Noom

Key figures

US-likely sponsored ads, 18 July – 16 October 2026. Spend is priced at market rates and isn't what the brands paid.

7Apps analysed
1,640US-likely sponsored ads2,377 found across all countries
367Unique creators
4.5Ads per creator, average
≈ $19.5MEstimated cost of creator integrations
≈ $1.1MEstimated paid promotion of creator posts
46%of ads ran on InstagramYouTube 42%, TikTok 12%
92%of Noom's views look paidOur estimate

What's inside

8 findings. 3 are open here, the rest are in the PDF with the charts and examples behind them.

  1. 01

    Brands buy creators in bundles

    The average creator ran 4.5 ads for a brand, often on more than one platform.

  2. 02

    MacroFactor's ad count is mostly repeat YouTube sponsorships

    651 ads from 69 creators. Three quarters are on YouTube, and two channels ran more than a third of them.

  3. 03

    Two ways to buy: personal codes and managed partnerships

    Cal AI: 97% of ads carry a promo code. MyFitnessPal: 59% carry a disclosure label.

  4. 04

    Comment-for-link funnels are rare on Instagram

    About 4% of Instagram ad captions send people to the link through a comment or DM, almost all from one creator.

    In PDF
  5. 05

    TikTok carries the fewest ads

    TikTok carries 12% of ads. Instagram (46%) and YouTube (42%) carry the rest.

    In PDF
  6. 06

    Most of Noom's reach looks paid

    A median of 850K views per Instagram ad from creators of ordinary size.

    In PDF
  7. 07

    Two rhythms: always-on buying and campaign waves

    MacroFactor and Cal AI buy every week at a steady pace. MyFitnessPal and Lose It! add campaign waves.

    In PDF
  8. 08

    MacroFactor and Cal AI dominate spend; boosting is mostly Noom

    At market rates: about $19.5M in creator integrations plus $1.1M to boost creator posts.

    In PDF
Report page: the brands at a glance, ads and creators by brand
Report page: views by brand and findings 1–2
Report page: how the ads are recognisableIn PDF
Report page: ads per week by brandIn PDF
Report page: estimated spend by brandIn PDF

Who made this report

YoCreate is an influencer marketing agency with its own platform. Our team runs creator campaigns end to end: we research the niche and the competitors, find and vet creators, handle contracts and payouts in 150+ countries, set up tracking, and test creators to see which audiences actually buy. This report is the kind of research we do before a launch.

Get all 17 pages

Nine charts, spend by brand and format, the top 20 creators by views, examples for every finding, and the methodology.

Get the report