3 growth tactics that helped us surpass noom and weight watchers

While frequent advertising might lead many people to believe that Noom or Weight Watchers dominate the weight management sector, data indicates that neither program is currently experiencing the most rapid expansion.

Recent figures from Sensor Tower, a respected source of mobile app market data, reveal that the nutrition application Lifesum has been attracting new users at a rate almost double that of both Noom and Weight Watchers over the last twelve months.

This past summer, Lifesum exceeded Noom in overall global user numbers, reaching a total of 45 million users. Notably, this growth was achieved without investing in television advertising. This means we were able to allocate marketing funds to other initiatives designed to further our expansion, rather than spending on large-scale ad campaigns.

I will now detail three specific growth marketing approaches that I believe have been instrumental in Lifesum’s success over the past three years. These strategies are applicable to any startup, irrespective of its resources or current size.

Understand the different generational lenses

Each generation interacts with products in unique ways. For startups, grasping these differing generational perspectives is crucial for success. Companies that dedicate effort to analyzing and planning for evolving generational patterns will experience more rapid growth.

Millennials and Generation Z currently represent the largest consumer base globally, making them a vital demographic for any company aiming for expansion. At Lifesum, these generations have been instrumental in allowing our brand to outperform older, more established competitors. This success stems from a deep understanding of their attitudes towards health and wellness.

Empowerment is a key value for both Gen Z and millennials. Having grown up with readily available information through platforms like Google and Facebook, they are less influenced by traditional advertising methods like television commercials and prefer independent exploration.

Within our sector, we’ve observed that millennials and Gen Z are not interested in standardized weight management plans or meticulous calorie tracking, practices common among previous generations. As these groups began adopting dietary approaches like keto, intermittent fasting, and pescatarianism, our nutritional experts proactively developed customized programs to support their chosen lifestyles.

Move beyond conventional marketing approaches

For any brand aiming for success, it's crucial to proactively consider future trends, and this holds true for how you promote your offerings. By embracing new marketing channels as they emerge, you can optimize your budget and connect with a valuable segment of pioneering consumers.

While Facebook marketing is now considered a standard practice, it represented a cutting-edge approach when Lifesum was first introduced in Sweden in 2013. We utilized advertising on platforms like Facebook, Instagram, Pinterest, and Snapchat prior to widespread advertiser saturation, resulting in significantly more efficient ad spending. More recently, we began advertising on TikTok before it gained mainstream recognition within the United States.

The financial investment in these campaigns was considerably less than traditional television advertising, yet yielded comparable levels of visibility. Individuals who readily adopt new platforms are also frequently among the first to try new products.

We have also observed the significant impact of favorable media coverage on increasing product downloads. Contemporary younger audiences are often skeptical of celebrity endorsements, recognizing them as sponsored content. However, product reviews published in prominent media sources carry a different weight.

For instance, the editor of PC Magazine recently highlighted Lifesum as “one of the best weight management apps I’ve seen,” and a contributor to Parade Magazine identified Lifesum as her “personal favorite.” This type of endorsement proves to be both more convincing and more cost-effective than any television advertisement.

Form strategic partnerships

Startups often encounter challenges when attempting to schedule meetings with corporations, technology firms, or investors – gaining initial access can be remarkably difficult. When Lifesum initially established a U.S. presence in 2017, we faced similar hurdles. Brand recognition outside of Europe was limited at that time.

However, within three years, we successfully established strategic alliances with prominent global companies such as Amazon, Apple, Samsung, and others. What was the key to securing these opportunities?

A high-quality product and a positive user experience are fundamental prerequisites. Even the most skilled sales representative from a startup will struggle to secure partnerships without a compelling product. While seemingly obvious, this is a crucial aspect to consider. Ensure your company is fully prepared to manage larger collaborations before initiating contact.

Assuming you’ve reached that level of readiness, your offering must also provide value to your potential partner by enhancing their current products and services. For example, we recently worked with Amazon on the launch of their new health and wellness wearable, Amazon Halo. Lifesum served as the nutritional guidance provider, effectively exposing our nutrition program to a completely new audience.

We also maintain a strong collaborative relationship with Apple. Our nutrition widget, included in an iOS update, was showcased during Apple’s Keynote Conference and seen by over 22 million viewers. This complimentary promotion through partnership proved more effective than traditional television advertising, while simultaneously introducing our nutrition app to influential early adopters of technology.

Many entrepreneurs mistakenly assume that larger organizations always prefer to develop products or expertise independently. However, partnering with specialized companies can often accelerate growth for both parties and foster innovation. Simultaneously, these partnerships enable smaller startups to expand their reach by leveraging the established distribution networks of their larger counterparts.

These three approaches share a common foundation: a superior product is essential from the outset. Positive customer feedback and favorable media coverage are contingent upon launching a robust, reliable product that effectively addresses customer requirements. Major corporations are unlikely to collaborate with companies that don’t offer a first-rate product. However, with the right product and a strong user experience, you’ll be better equipped to challenge industry leaders using these strategies.