The Rise of GLP-1 Influencers: Celebrity Endorsements and Social Media’s Role in the Ozempic Weight Loss Craze

February 5, 2024

The “Ozempic craze” refers to the growing popularity of GLP-1 drugs for weight loss, driven by endorsements from celebrities and influencers. These drugs, including Novo Nordisk’s Ozempic and Wegovy and Eli Lilly’s Mounjaro and Zepbound, have seen a surge in demand, partly due to mentions by high-profile figures and social media buzz. This demand has led to supply challenges for the manufacturers. The trend has also spurred a new category of influencers on TikTok, known as “GLP-1 influencers,” who share their experiences with these medications, offering positive and negative insights.

Key points include:

  • Celebrity Influence: Public figures like Kim Kardashian, Oprah, Elon Musk, Tracy Morgan, and Travis Scott have contributed to the hype around GLP-1 drugs, with some openly discussing their use for weight loss or being associated with such rumors.
  • Rise of GLP-1 Influencers: A new wave of TikTok influencers has emerged, documenting their weight loss journeys with GLP-1 drugs and attracting significant followings. They aim to destigmatize obesity and advocate for the accessibility of weight loss medications.
    • Kim Carlos advocates for GLP-1 treatments and hosts a podcast on health and wellness inspired by TikTok trends.
    • Rachel Knight Gullete emphasizes the long-term treatment of obesity and shares her significant weight loss experience.
    • Hope shares her positive weight loss progress with Wegovy, highlighting benefits and challenges.
    • Kelsey discusses her weight loss and combats obesity stigma, highlighting the change in how she’s treated after losing weight.
    • Ashley focuses on her PCOS and weight loss journey, integrating GLP-1 treatments into popular TikTok trends.
  • Backlash and Platform Response: Despite the growing community, there has been criticism about promoting unhealthy weight loss practices and expensive medications. TikTok has suspended accounts linked to paid partnerships to increase prescriptions, enforcing guidelines against content promoting disordered eating or dangerous weight loss behaviors.
  • Community Resilience: Following account suspensions by TikTok, GLP-1 influencers like Kim Carlos are working to rebuild their communities, facing challenges due to platform suppression but noting the community’s continued growth.

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[Source: MM+M, February 5th, 2024]

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