Beyond the screen: Exploring the dynamics of social media influencers, digital food marketing, and gendered influences on adolescent diets

Abstract

Adolescent obesity remains a public health concern, exacerbated by unhealthy food marketing, particularly on digital platforms. Social media influencers are increasingly utilized in digital marketing, yet their impact remains understudied. This research explores the frequency of posts containing food products/brands, the most promoted food categories, the healthfulness of featured products, and the types of marketing techniques used by social media influencers popular with male and female adolescents. By analyzing these factors, the study aims to provide a deeper understanding of how social media influencer marketing might contribute to dietary choices and health outcomes among adolescents, from a gender perspective, shedding light on an important yet underexplored aspect of food marketing. A content analysis was conducted on posts made between June 1, 2021, and May 31, 2022, that were posted by the top three social media influencers popular with males and female adolescents (13-17) on Instagram, TikTok, and YouTube (N=1373). Descriptive statistics were used to calculate frequencies for posts containing food products/brands, promoted food categories, product healthfulness, and marketing techniques. Health Canada's Nutrient Profile Model was used to classify products as either healthy or less healthy based on their content in sugar, sodium, and saturated fats. Influencers popular with males featured 1 food product/brand for every 2.5 posts, compared to 1 for every 6.1 posts for influencers popular with females. Water (27% of posts) was the primary food category for influencers popular with females, while restaurants (24% of posts) dominated for males. Influencers popular with males more commonly posted less healthy food products (89% vs 54%). Marketing techniques varied: influencers popular with females used songs or music (53% vs 26%), other influencers (26% vs 11%), appeals to fun or coolness (26% vs 13%), viral marketing (29% vs 19%), and appeals to beauty (11% vs 0%) more commonly. Influencers popular with males more commonly used calls-to-action (27% vs 6%) and price promotions (8% vs 1%). Social media influencers play a role in shaping adolescents' dietary preferences and behaviors. Understanding gender-specific dynamics is essential for developing targeted interventions, policies, and educational initiatives aimed at promoting healthier food choices among adolescents. Policy efforts should focus on regulating unhealthy food marketing, addressing gender-specific targeting, and fostering a healthy social media environment for adolescents to support healthier dietary patterns.