Table 5 Weighted frequencies of marketing techniques used in posts containing food products/brands on YouTube, Instagram, and TikTok amongst the most popular influencers for children 10–12 years old between June 1st 2021 and May 31st 2022
Marketing Technique | YouTubea N = 234 n(%)* | Instagramb N = 39 n(%)* | TikTokc N = 88 n(%)* | Total N = 361 n(%)* |
|---|---|---|---|---|
Appeals to fun/cool | 102(44) | 12(31) | 21(24) | 135(37) |
Songs or music | 46(20) | 0(0) | 56(64) | 102(28) |
Product consumed | 54(23) | 5(13) | 32(36) | 91(25) |
Unusual product appearance | 34(15) | 2(5) | 12(14) | 48(13) |
Viral marketing | 6(3) | 15(38) | 24(27) | 45(12) |
Use of other influencers | 16(7) | 10(26) | 14(16) | 40(11) |
Appealing graphic effects | 12(5) | 9(23) | 14(16) | 35(10) |
Sponsorship disclosure | 6(3) | 5(13) | 17(19) | 28(8) |
Presence of teens | 14(6) | 3(8) | 4(5) | 21(6) |
Unusual product flavour | 8(3) | 2(5) | 10(11) | 20(6) |
Appeals to beauty | 0(0) | 2(5) | 14(16) | 16(4) |
Appeals to healthfulness | 4(2) | 4(10) | 5(6) | 13(4) |
Calls-to-action | 2(1) | 6(15) | 5(6) | 13(4) |
Presence of children | 10(4) | 1(3) | 0(0) | 11(3) |
Incentives/giveaways | 2(1) | 1(3) | 4(4) | 7(2) |
Spokes characters | 6(3) | 1(3) | 0(0) | 7(2) |
Appeals to achievement | 2(1) | 1(3) | 3(3) | 6(2) |
Use of actors | 6(3) | 0(0) | 0(0) | 6(2) |
Adult-child situations | 4(2) | 0(0) | 1(1) | 5(1) |
Appeals to athleticism | 2(1) | 2(5) | 0(0) | 4(1) |
Animations | 2(1) | 0(0) | 1(1) | 3(0) |
Licensed characters | 2(1) | 0(0) | 1(1) | 3(0) |
Mention of child | 2(1) | 1(3) | 0(0) | 3(0) |
Use of athletes | 2(1) | 1(3) | 0(0) | 3(0) |
Appeals to energy | 0(0) | 1(3) | 1(1) | 2(0) |
Appeals to sex | 0(0) | 1(3) | 1(1) | 2(0) |
Child or teen language | 2(1) | 0(0) | 0(0) | 2(0) |
Child themes | 0(0) | 1(3) | 1(1) | 2(0) |
Teen themes | 2(1) | 0(0) | 0(0) | 2(0) |
Limited time item/seasonal | 0(0) | 0(0) | 1(1) | 1(0) |
Other cartoon characters | 0(0) | 0(0) | 1(1) | 1(0) |
Price promotions | 0(0) | 0(0) | 1(1) | 1(0) |
Advercation | 0(0) | 0(0) | 0(0) | 0(0) |
Adult-teen situations | 0(0) | 0(0) | 0(0) | 0(0) |
Appeals to social enhancement | 0(0) | 0(0) | 0(0) | 0(0) |
Corporate social responsibility | 0(0) | 0(0) | 0(0) | 0(0) |
Cross-promotions | 0(0) | 0(0) | 0(0) | 0(0) |
Games or activities | 0(0) | 0(0) | 0(0) | 0(0) |
Gender of child specified | 0(0) | 0(0) | 0(0) | 0(0) |
Gender of teen specified | 0(0) | 0(0) | 0(0) | 0(0) |
Mention of teen | 0(0) | 0(0) | 0(0) | 0(0) |
Use of musicians | 0(0) | 0(0) | 0(0) | 0(0) |