Health

According to researchers, a junk food brand targeting teens through Viral TikTok’s “Challenge”

Like thousands of Australian teenagers, Tom and Erie Bryant enjoy scrolling videos on social media platform TikTok.

The 13-year-old twins, who live in the eastern part of Melbourne, are now obsessed with F1 video.

Some of my other friends enjoy the funny viral dance and “challenge” that made TikTok famous.

With over 7 million users in Australia, according to TikTok, it’s no wonder big brands are looking to raise money in emerging markets.

However, researchers say major junk food companies are targeting children under the age of 18 on TikTok and are using “insidious” advertising tactics.

Pepsi’s “Challenge” was praised as “the best TikTok”

A study released today by Deakin University examined the behavior of 16 international food and beverage brands at TikTok.

Through analysis of more than 500 videos, researchers say companies are trying to lure young social media users into informal ambassadors.

In a global campaign that was watched billions of times, soccer stars Lionel Messi and Paul Pogba kicked the ball and threw Pepsi cans at each other, urging TikTok users to make similar videos.

Screenshots of the popular Pepsi TikTok campaign. Introducing international soccer stars Lionel Messi and Paul Pogba.(((Screenshot: TikTok).

The social media company said on its website that it advertised its advertising campaign as “the best TikTok” and attracted “hundreds of thousands of young people.”

In another example, an American TikTok user was encouraged to learn dancing, run it at a Burger King restaurant, share it online and receive a $ 1 burger.

A woman dances in a TikTok video with a caption about Burger King.
Burger King, a US fast food chain, has created a “Wapper Dance” that people play to receive a $ 1 burger.(((Screenshot: TikTok).

In Australia, McDonald’s paid influencers to encourage Tik Tokers to recreate the “Maccas Jingle” to commemorate the 50th anniversary of the restaurant in Australia.

Deakin University associate professor Catherine Buckholer described the brand campaign as “an incredibly insidious strategy by TikTok and a junk food marketing company.”

Her colleague, Ruby Brooks, said one in four Australian children used TikTok.

“Junk food companies receive a lot of free marketing of products that are known to be harmful to their children’s health, but children and other users doing this marketing benefit little or no in return. I haven’t got it, “Dr. Brooks said.

“We want strong government action to prioritize children’s health over the interests of the food industry and limit children’s exposure to the marketing of unhealthy foods and beverages.”

Many teens “just scroll past it.”

But can children see through the spin? Many can certainly do so.

Ellie and Tom Bryant say they usually ignore social media campaigns trying to sell their products.

“Many people I know just scroll past and don’t think about it, but there are certainly people who buy it and try it,” Erie said.

According to researchers, a junk food brand targeting teens through Viral TikTok’s “Challenge”

Source link According to researchers, a junk food brand targeting teens through Viral TikTok’s “Challenge”

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