Alcohol Promotion via User-Generated Content on Instagram and TikTok: A Content Analysis

Area of Science:

• Social Media Research
• Public Health
• Marketing and Consumer Behavior

Background:

• User-generated content (UGC) significantly influences young people's alcohol-related attitudes and behaviors.
• Limited understanding exists on how alcohol companies leverage social media for brand promotion.
• The role of peer and influencer-created content in alcohol marketing is under-examined.

Purpose of the Study:

• To analyze the nature and extent of alcohol promotion through UGC on Instagram and TikTok.
• To investigate how alcohol companies utilize social media platforms to engage users and promote products.

Main Methods:

• Content analysis of 1848 public Instagram and TikTok posts over seven years.
• Systematic coding for account type, sentiment, product placement, and marketing indicators (sponsorship, undisclosed marketing).
• Focus on major alcohol-related tags and hashtags.

Main Results:

• 37% of posts originated from influencers; 5% were sponsored, 10% showed undisclosed marketing.
• Alcohol was the main focus in 50% of posts, with 64% featuring branded products.
• 78% expressed pro-brand sentiment, 53% depicted positive drinking experiences; only 2% showed negative consequences.

Conclusions:

• A significant gap exists between disclosed (5%) and undisclosed (10%) alcohol promotion, indicating transparency and regulatory issues.
• Predominantly celebratory UGC reinforces a pro-alcohol narrative, influencing young users' drinking attitudes.
• Urgent need for stronger regulations, independent monitoring, and transparency tools to curb covert alcohol promotion.