Volume, nature and potential impact of advertisements on Facebook and YouTube by food brands popular in New Zealand

Abstract

Aim: To analyse extent, nature and potential impact of marketing by food and beverage brands popular in New Zealand on Facebook and YouTube.

Method: Popular food and beverage brands in New Zealand were selected from Socialbakers. Posts on Facebook pages of 45 packaged food, beverage and fast food companies over two months and YouTube channels of 15 companies over two years were analysed for nutritional quality and use of activities, promotional strategies (eg, cartoons) and premium offers (eg, competitions).

Results: The 45 brands selected made 762 Facebook posts during October-November 2016. About 28% of posts were videos and 2/3 (63%) contained at least one occasional (ie, unhealthy) food. Promotional strategies were used in 41% of posts, with a famous sportsperson/team being the most frequently used. Premium offers were used in 34% of posts, with competitions being the most frequently used. It was estimated some posts could potentially reach 10% of New Zealand adolescents. The 15 food brands selected posted about 300 videos on their YouTube channels during 2015-2016. About 84% of videos contained food marketing and 77% of products marketed were occasional. Promotional strategies and premium offers were used in 61% and 24% of videos respectively, and the most common marketing techniques were the same as on Facebook.

Conclusion: Social media is an important medium for food marketers in New Zealand and promotional strategies and premium offers are frequently used. Methodology needs to be developed to monitor actual exposure to such advertisements.