Junk Food Marketing on Instagram: Content Analysis

Area of Science:

• Dietary science
• Digital marketing
• Public health communication

Background:

• Processed food marketing significantly influences dietary choices and brand loyalty.
• Food marketing expenditures are increasingly shifting to digital and social media platforms.
• Social media's peer-to-peer nature and youth susceptibility amplify marketing influence.

Purpose of the Study:

• To analyze the frequency and marketing strategies of popular energy-dense, nutrient-poor food and beverage brands on Instagram.
• To identify the use of healthy choice claims in brand marketing on Instagram.

Main Methods:

• Content analysis of 15 popular food/beverage brand Instagram accounts.
• Examined 12 months of posts (March 2015-March 2016).
• Utilized a coding guide to determine primary marketing strategies.

Main Results:

• Brands employed 6-11 distinct marketing strategies per account, often themed around athleticism or relatable consumers.
• High levels of branding were prevalent, but product information was less common.
• Health claims were rarely used in marketing posts.

Conclusions:

• Instagram marketing by food brands prioritizes emotional manipulation over product information.
• Current marketing strategies on social media platforms require updated policy considerations.
• Public health organizations should engage with social media for counter-marketing initiatives.