In the study, the team assessed the videos posted by 16 food and beverage brands, as of. 'The aim of this study was therefore to examine the use of owned media by major unhealthy food brands on TikTok, nature of branded hashtag challenges instigated by unhealthy food brands and the user-generated content created in response to these,' the researchers explained. With over one billion users, TikTok has become the go-to social media app for people around the world, and is particularly popular amongst children.ĭespite this, there's been little research on how junk foods are promoted to youngsters on the app. 'Given TikTok's popularity among children, our findings support the need for policies that protect children from the harmful impact of food marketing, including that on social networking platforms.' 'Our study has shown that TikTok is an emerging source of unhealthy food marketing, including that created by users at the instigation of brands,' the researchers wrote in their study, published in BMJ Global Health. This challenge hashtag was viewed a whopping 107.9 billion times and provided Pepsi with extensive free marketing. Researchers from Deakin University in Australia studied videos from 16 food and beverage brands, and revealed the clever tactics used to drive brand engagement on TikTok.įor example, the study highlights Pepsi India's #SwagStepChallenge, which challenged viewers to make a 'swag' sign using their hands to trigger Pepsi-branded sunglasses. Now, a study has revealed how junk food brands including Pepsi, Starbucks and McDonald's are encouraging TikTokers to market their products for them, through hashtag challenges.
While TikTok was once seen as an app for teenagers, many of the world's biggest brands have realised its potential for reaching a wide audience and have launched their own accounts.
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