Pepsi, Starbucks and McDonald’s use TikTok challenges to encourage consumers to market unhealthy foods.

While TikTok was once seen as an app for teenagers, many of the world’s biggest brands have realized its potential to reach a wider audience and have launched their own accounts.

Now, a study has revealed how junk food brands including Pepsi, Starbucks and McDonald’s are encouraging TikTokers to market their products through hashtag challenges.

Researchers from Deakin University in Australia studied the videos of 16 food and beverage brands, and revealed clever tactics used to drive brand engagement on TikTok.

For example, the study highlights Pepsi India’s #SwagStepChallenge, which challenged viewers to make a ‘swag’ sign using their hands to trigger Pepsi-branded sunglasses.

The challenge hashtag was viewed 107.9 billion times and provided Pepsi with extensive free marketing.

The researchers wrote in their study published in BMJ Global Health, ‘Our study shows that TikTok is an emerging medium for unhealthy food marketing, with consumers creating at the instigation of brands.

‘Given the popularity of TikTok among children, our findings support the need for policies that protect children from the harmful effects of food marketing, including on social networking platforms.’

Pepsi India'S #Swagstepchallenge Challenged Viewers To Use Their Hands To Create A 'Swag' Sign To Evoke Pepsi-Branded Sunglasses.

Starbucks' #Sipintosummer Challenge Has 10.9 Billion Views On Tiktok

Starbucks' #Sipintosummer Challenge Has 10.9 Billion Views On Tiktok

Researchers from Australia’s Deakin University revealed how many brands not only use their accounts for promotional activities, but also encourage viewers to market their products to them.

The most popular hashtag challenges

  1. Pepsi #SwagStepChallenge – 107.9 billion views
  2. Lee’s #SmileDekeDekho – 49 billion views
  3. Doritos #DoritosFlatLife – 17.6 billion views
  4. Cheetah #ItWasntMe – 13.9 billion views
  5. Starbucks #SipIntoSummer – 10.9 billion views
  6. Doritos #DoritosDuetRoulette – 9.5 billion views
  7. McDonald’s #McDonaldsCCSing – 8.6 billion views
  8. Cheetah #DejaTuHuella – 4.8 billion views
  9. 7Eleven #SlurpeeSummer – 2.6 billion views
  10. Starbucks #MadeReadyDuet – 12.7 million views

With over a billion users, TikTok has become the go-to social media app for people around the world, and is especially popular among children.

Despite this, there has been little research on how junk foods are promoted to youth on apps.

The purpose of this study was therefore to examine the use of owned media by major unhealthy food brands on TikTok. [and the] The nature of branded hashtag challenges is fueled by unhealthy food brands and user-generated content created in response to them,’ the researchers explained.

In the study, the team reviewed videos posted by 16 food and beverage brands up to June 30, 2021.

The 16 brands included in the study were M&M’s, Extra/Orbit, Lay’s, Doritos, Cheetos, Coca-Cola, Pepsi, Sprite, Fanta, Diet Coke, McDonald’s, Starbucks, KFC, 7-Eleven and Burger King.

Their analysis revealed that 539 videos were posted by 16 accounts, with three percent posted in 2019, 37 percent in 2020, and 60 percent in the first six months of 2021.

Four accounts – Coca-Cola, Sprite, Fanta and Diet Coke – had not posted any videos.

Diet Coke had the fewest followers (14) while Starbucks had the most (1.6 million).

On average, the videos received 63,400 views, 5,829 likes, 157 comments and 36 shares.

Many of the most popular videos inspired viewers to create their own videos featuring the brands’ products.

Pepsi’s #SwagStepChallenge was the most popular hashtag with 107.9 billion views, followed by Lay’s #SmileDekeDekho (49 billion views), Doritos’ #DoritosFlatLife (17.6 billion views) and Cheetos’ #ItWasntMe (17.9 billion views). was

The researchers wrote, ‘Brand activity increased rapidly—with the majority of videos posted in the 6 months prior to data collection—and included instigating branded hashtag challenges that featured brand products, brand Encourage user-generated content featuring videos or branded effects provided by ‘

Mcdonald'S #Mcdonaldsccsing Hashtag Has Garnered 8.6 Billion Views, Challenging Viewers To Duet With The Brand.

Mcdonald'S #Mcdonaldsccsing Hashtag Has Garnered 8.6 Billion Views, Challenging Viewers To Duet With The Brand.

McDonald’s #McDonaldsCCSing hashtag has garnered 8.6 billion views, challenging viewers to duet with the brand.

With Over A Billion Users, Tiktok Has Become The Go-To Social Media App For People Around The World, And Is Especially Popular Among Children.

With Over A Billion Users, Tiktok Has Become The Go-To Social Media App For People Around The World, And Is Especially Popular Among Children.

With over a billion users, TikTok has become the go-to social media app for people around the world, and is especially popular among children.

An analysis of a sample of brand-related user-generated content created in response to them shows that branded hashtag challenges are effectively turning users into, in TikTok’s words, “unofficial brand ambassadors.” .’

Videos posted by influencers were particularly effective, receiving an average of nearly 10 times more likes per video than those that were apparently not paid for.

“The substantial reach of affective marketing is such that exposure to affective marketing of unhealthy foods increases energy intake (both from unhealthy foods and overall),” the researchers added. added.

The UK’s Health and Care Bill proposes to ban all ‘paid’ online marketing of ‘less healthy food and drink’ from 2023.

However, researchers highlight the exemptions proposed in the bill.

‘The proposed exemption for brand-only advertising (ie advertising of a brand that does not contain any identifiable unhealthy food in the ad) risks limiting the extent of child safety,’ he explained.

‘About half of the branded hashtag challenges in our study promoted brands rather than food items and thus appear to be outside the scope of the proposed law.’

Based on the findings, researchers are calling for better policies to protect children from the harmful effects of online food marketing.

‘TikTok’s growing popularity calls for further research into its potential impact on public health and its role as a corporate political actor,’ he concluded.

What are the principles of online influencer advertising?

The Committee of Advertising Practice (CAP) created a document called ‘The Influencer’s Guide to Clarifying that Ads Are Ads’.

This body represents advertisers, media owners and agencies and is responsible for writing advertising codes.

The Advertising Standards Authority (ASA) is the UK’s advertising regulator and ensures that advertising in the UK media adheres to advertising guidelines.

The Competition and Markets Authority (CMA) can take action against people.

Sixteen celebrities have been picked up for continuously violating the rules set by these government agencies.

When the content promotes specific products or services and contains a hyperlink or discount code, the poster gets paid for each ‘click-through’ or sale from that content.

Hence it falls under the category of advertisements and should be treated as advertisement.

Affiliate links or discount codes may only be featured for some content, and not for this.

In this example the user should specify that only these parts are an advertisement, but it should be clear.

If they collaborate with a brand to create some content that will be posted on the user’s channel.

It qualifies as brand advertising if the company (1) ‘pays’ them in some way or (2) has some editorial ‘control’.

This includes freebies, not just paid. #freebie is suggested as a label to illustrate this.

Free products, gifts, services, tours, hotel stays, etc. are all likely to qualify as ‘payment’.

#ad or #sponsored are some of the more obvious ways a poster should label their content.

It should be prominently placed at the beginning of the post rather than buried among other hashtags.

Influencers used to get away with announcing who they work for in their bios, it’s no longer enough and every post should be labeled accordingly.

Multiple business partnerships should also be specified for each post.