While TikTok was once seen as an app for teens, many of the world’s biggest brands realized its potential to reach a wide audience and launched their own accounts.
However, it seems that the influence that the network has on food is nothing new, another study stated that TikTok apparently has a great influence on the place where users eat.
Fast food brands have apparently found a group of new hires to handle their social media marketing: Internet users. TikTok. A new study reveals that food and beverage brands encourage people to display these foods generally unhealthy through the successful network, gaining young users through free advertising provided by the platform.
Yes ok TikTok Once seen as an app for teens, many of the world’s biggest brands realized its potential to reach a wide audience and launched their own accounts.
Health food experts argue that because of the platform’s popularity with children, policies need to be in place to protect them from unhealthy advertising. The study authors found that these companies are turning people into “brand ambassadors” in addition to using their own accounts for promotional messages.
The team evaluated video content posted on the social media platform and found that children encounter a “huge amount” of unhealthy food advertising online, featuring products that are high in salt, sugar and fat.
Evidence shows that this exposure ultimately influences a child’s food preferences, shopping habits and overall diet.
1 in 3 TikTok users are children
Users of TikTok create, post, watch, and interact with short videos that are between 15 seconds and three minutes long. Since its launch, TikTok’s popularity has skyrocketed, with the number of monthly active users increasing from 55 million in January 2018 to 1 billion in September 2021. More than a third of its daily users in the US are reportedly under the age of 14.
The study authors examined videos across the accounts of 16 leading food and non-alcoholic beverage brands, based on their global brand share. They also evaluated the content and sentiments shared on the platform by users of TikTok that responded to the challenges of hashtags of fast food brands of the companies studied.
Most popular hashtag challenges
Overall, the study included 539 videos posted to the accounts of 16 companies between 2019 and 2021. Four of these companies did not post anything new during this time.
In terms of their influence, the companies had between 14 and 1.6 million followers online. His videos received an average of 63 views, more than 5,000 likes, 157 comments, and 36 shares per post. The most common marketing strategies involved branding (87 percent of videos), product images (85 percent), engagement (31 percent), and appearances by celebrities or influencers (25 percent).
The challenges of hashtags Branded products encouraged users to create their own content using the brand’s branded products, videos, or effects, including company-branded stickers, filters, or other special effects.
However, it seems that the influence TikTok has in fast food is nothing new, another study claimed that it apparently has a big influence on where its users eat. Research done by marketing MGH found that 36 percent of users of TikTok. They have ordered in a restaurant after seeing a video about it on the platform.
Users who make those videos, called creators, are even more likely to base their dining decisions on the app, MGH found. A surprising 65 percent of people in that group said they ordered at a restaurant after seeing it in TikTok.
The key factors driving those decisions are the food itself, particularly unique items. Fifty-five percent of users told MGH who visited a restaurant TikTok because the food looked appetizing, and 51 percent went because they saw a unique menu item. Others were attracted by a “fresh atmosphere” (38 percent), an interesting presentation (36 percent), or a great view (29 percent).
WHY ARE FOOD TRENDS SO POPULAR ON TIKTOK?
food videos on TikTok goes from new finds from restaurants to snack reviews and grocery shopping. But one category that stands out in particular is recipe video.
Why do these videos resonate so much with consumers? Robyn Carter of Jump Rope Innovation (JRI) and Brooke Stewart of Power Moms Media shared their thoughts in a joint email to TheFood Institute.
“Many of these recipes tend to be simple recipes made with pantry ingredients that are quick and easy to prepare, even for teenagers,” Carter and Stewart said. “They don’t require any advanced knowledge or special techniques or equipment.”
In the annual influencer survey “What’s Hot, What’s Not” carried out by JRI in conjunction with Power Moms Mediait was found that influencers and their followers look for fast, easy and TikTok offers recipes that meet those needs in an easy-to-understand visual format.
In addition, you have to think thatTikTok has provided many consumers with inspiration during a stressful time, making it a valuable creative outlet and a great ally for marketing food to younger users.