The myth of Africa: why being large is no longer trendy

Africa is a continent with immense cultural diversity. When it comes to beauty ideals, perceptions can vary from region to region, tribe to tribe. But like everything in this world, standards are constantly evolving. What was once considered the norm and even a symbol of wealth is now becoming a thing of the past. Let’s explore how body perception has changed in Africa and how to promote weight loss offers in this evolving world.

Historical Roots: Fat Means Wealth

When we talk about Africa, many people imagine a full-figured woman with voluptuous curves, symbolizing “Mother Africa.” In some cultures, this was associated with affluence, health, and high status. Being large signified that a person could afford a rich and abundant diet, that they successfully provided for their family, and did not experience poverty.

The reason for this perception is understandable: in regions where food was scarce, a fat person became a living symbol of abundance. Their body size was proof that there was no hunger in their life. It was like a sign that said, “I live well and can feed my loved ones.” And the larger the body, the greater the means.

Two Worlds: Hunger and Obesity

But let’s take a look at modern Africa. Today, the continent faces a unique problem – the simultaneous presence of hunger and obesity. Yes, you heard that right. While poorer populations still struggle with malnutrition, more affluent city dwellers face excess weight. Sometimes, even within the same family, you can see children going hungry while adults suffer from obesity. How does this happen? It’s simple: malnutrition in childhood and overeating in adulthood create long-term health issues.

Globalization and the Cult of Slimness

However, times are changing. With the arrival of globalization, access to the internet, and the growing influence of Western beauty standards, Africans are starting to view body fat differently. In large cities like Lagos, Nairobi, and Johannesburg, the cult of slimness, so popular in the West, is increasingly visible, especially among the youth.

Today, being overweight is not as cool as it used to be. Africans are beginning to understand that excess weight isn’t just about food and status, but also about health issues. And who wants diabetes or heart disease by the age of 30? Modern trends show that more and more people are striving to lead a healthy lifestyle, take care of their bodies, and extend their lives.

Promoting Weight Loss Offers: What to Do?

Here lies a golden opportunity for affiliate programs targeting weight loss products. How can this be promoted effectively? First and foremost, it’s essential to understand: young people are already ready to embrace trends of fitness and health. Here are a few tips for effectively promoting offers in African countries:

1.Know Your Audience. In major cities, Western beauty standards are already at their peak, but in rural regions, traditional views on body size may still prevail. Tailor your advertising campaigns to the specifics of the region.

2. Health Comes First. Sell not just slimness, but health. Show how losing excess weight improves quality of life, reduces the risk of diseases, and makes a person more energetic.

3. Influencers to the Rescue. Leverage the popularity of African fitness bloggers and celebrities who are already promoting healthy lifestyles. Their audience trusts them, and it’s a great way to promote a product.

4.Social Media. African youth are highly active on Instagram, Facebook, and TikTok. Use these platforms to promote your offers, creating creative and accessible advertising campaigns.

5.Localization of Content. Don’t forget the importance of localization. Use local languages and cultural codes to make your offer not only relevant but also relatable to Africans.

Here are a few specific case studies that show how weight loss products can be effectively promoted in African countries:

Herbalife in South Africa Why it succeeded: content localization. Herbalife used real stories of customers from South Africa, which fostered trust with the local audience. Direct sales and personal recommendations remain powerful tools in Africa, where trust in familiar people plays a crucial role. Herbalife actively used Instagram and Facebook, where local influencers shared their results.

Fat Burner Tea in Kenya Why it succeeded: the campaign targeted young women interested in health and fitness. The tea was promoted as a “natural and safe way to lose weight without strict diets.” It was essential to highlight that the tea was made from local ingredients, which generated more trust among consumers.

Jumia — Selling Weight Loss Products in E-commerce Jumia, one of the largest online retailers in Africa, succeeded in selling weight loss products through its platform. They promoted items like fat-burning supplements, detox teas, and weight loss programs, offering fast delivery and convenient payment terms. Advertising campaigns were heavily driven through social media, and Jumia Pay simplified the purchasing process. The convenience of online shopping and fast payment methods played a key role, especially in large cities where people are accustomed to ordering products online.

Our Experience

We have successful case studies in launching offers for weight loss products. Currently, we are working with the following African countries: Ghana and Morocco.

Our success in Morocco is due to a smart approach to bundle creation and targeting settings. We use the Arabic language and Moroccan dialect for greater personalization. It’s important to show specific results, such as what the buyer will achieve. We avoid explicit imagery and nudity. It’s also crucial to consider holidays when scheduling the campaign launch and rotation times. During major holidays, conversion rates tend to drop.

In Ghana, the approach changes slightly, with more emphasis on body slimness and attractiveness that buyers can achieve using our products. Creatives focus on vibrant youthfulness and attractiveness. For targeting, our recommendation is Male+Female, 30+. This combination ensures a high approval rate. We excluded regions with no delivery options and made it available for all devices.

Conclusion: The Future Belongs to Slimness

Africa, like the rest of the world, is changing. Perceptions of beauty, health, and wealth are evolving. If being overweight was once a symbol of abundance, today it’s more of a burden of health problems. The youth aspire to slimness, and this presents an excellent opportunity for promoting weight loss products through affiliate programs. Globalization is making its mark, and with it, new standards are emerging.

Weight loss products are becoming increasingly popular, especially among urban residents, and a well-designed strategy can deliver impressive results. So, if you have questions about African offers – don’t hesitate, our managers are always ready to help. Because the future is all about health, and your place is in that future!