Table 3

Analysis of major unhealthy food brands’ owned media on TikTok (at 30 June 2021)

MetricConfectionery (n=47)Snacks (n=71)Carbonates (n=63)Chained consumer foodservice (n=358)Total (n=539)
Reach and engagement
Views per video, median (range)69 500 (4849–76 200 000)34 600 (5778–5 300 000)62 800 (14 000–1 100 000)72 850 (3697–83 400 000)63 400 (3697–83 400 000)
Likes per video, median (range)10 300 (343–396 700))1594 (328–95 300)5206
(774–263 200)
9092
(157–2 700 000)
5829
(157–2 700 000)
Comments per video, median (range)60 (5–7409)36 (9–1510)60 (9–2190)231 (20–64 100)157 (5–64 100)
Shares per video, median (range)21 (1–22 100)18 (0–2116)40 (3–1263)47 (1–93 900)36 (0–93 900)
Content
Branding, no. (%)39 (83)68 (96)61 (97)299 (84)467 (87)
Product images, no. (%)47 (100)55 (77)60 (95)294 (82)456 (85)
Engagement, no. (%)20 (43)54 (76)53 (84)41 (11)168 (31)
Celebrities/influencers, no. (%)28 (60)43 (61)29 (46)34 (9)134 (25)
Branded hashtag challenges, no. (%)0 (0)41 (58)1 (2)13 (4)55 (10)
Sportspeople, no. (%)5 (11)1 (1)37 (59)1 (0)44 (8)
Branded characters, no. (%)0 (0)28 (39)0 (0)9 (3)37 (7)
Branded effects, no. (%)0 (0)14 (20)1 (2)1 (0)16 (3)
Price promotions, no. (%)0 (0)0 (0)0 (0)14 (4)14 (3)
Sponsorships or partnerships, no. (%)0 (0)0 (0)8 (13)4 (1)12 (2)
Competitions, no. (%)1 (2)0 (0)0 (0)7 (2)8 (1)
Corporate social responsibility or philanthropy, no. (%)1 (2)0 (0)0 (0)6 (2)7 (1)
Children’s characters, no. (%)0 (0)0 (0)0 (0)0 (0)0 (0)