Beyond the Screen: Exploring the Dynamics of Social Media Influencers, Food Marketing, and Gendered Influences on Adolescent Diets

Abstract Background Adolescent obesity remains a public health concern, exacerbated by the risks posed by unhealthy food marketing, particularly on digital platforms. Social media influencers are increasingly utilized in digital marketing, yet their impact on adolescents remains understudied. This research explores the frequency of posts containing food products/brands, the most promoted food categories, the healthfulness of featured products, and the types of marketing techniques used by social media influencers popular with male and female adolescents. Methods A content analysis was conducted on posts between June 1, 2021, and May 31, 2022, posted by the top three social media influencers popular with males and female adolescents (13–17) on Instagram, TikTok, and YouTube (N = 1373). Descriptive statistics were applied to calculate frequencies for posts containing food products/brands, promoted food categories, product healthfulness, and marketing techniques. Health Canada’s Nutrient Profile Model classified product healthfulness. Results On average, social media influencers popular with males featured 1 food product/brand for every 2.5 posts compared to social media influencers popular with females who featured 1 food product/brand for every 6.1 posts. Water (27%) was the primary food category for social media influencers popular with females, while restaurants (24%) dominated for males. Social media influencers popular with males more commonly posted food products that were less healthy (89% versus 57%). Marketing techniques varied. Social media influencers popular with females used songs or music (53% vs 26%), the use of other influencers (26% vs 11%), appeals to fun or coolness (26% vs 13%), viral marketing (29% vs 19%), and appeals to beauty (11% vs 0%) more commonly. Comparatively, those popular with males more commonly used calls-to-action (27% vs 6%) and price promotions (8% vs 1%). Conclusion Social media influencers play a role in shaping adolescents' dietary preferences and behaviors. An often-overlooked aspect is the nuanced interplay of gender dynamics, where influencers contribute to the reinforcement or subversion of gendered expectations. As marketing plays a pivotal role in shaping dietary choices, understanding these gender-specific dynamics is essential for developing targeted interventions, policies, and educational initiatives aimed at promoting healthier food choices directed towards adolescents.