A comparative content analysis of food marketing strategies on social media used by big food and beverage companies

Purpose The marketing of ultra-processed and discretionary foods on social media is a growing driver of dietary choices and consumer engagement, particularly among younger users. As food brands increasingly invest in digital media, understanding the strategies they use across platforms is essential for informing public health interventions and policy. Despite this shift, few studies have compared marketing strategies and engagement outcomes across multiple platforms and brands. This study aimed to examine the marketing strategies employed by leading food and beverage companies across four major social media platforms and assess how these strategies influence consumer engagement. Design/methodology/approach A comparative analysis was conducted on 1,000 posts from ten internationally recognised food/beverage companies across Facebook, Instagram, TikTok and X (formerly Twitter). Posts (25 posts per company per platform) were manually coded into one or more of eight predefined marketing strategies. Engagement metrics (likes, comments and shares) were collected, and non-parametric statistical tests were used to analyse differences in engagement across platforms, strategies, and brands. Findings Corporate social responsibility (CSR) posts were the least frequent (0.7%) but demonstrated the highest median engagement, particularly for comments. Affective Branding and Product Endorsement were the most common strategies but yielded moderate engagement. Engagement differed significantly across platforms, with Instagram receiving the highest median likes and shares, and X the lowest. McDonalds and Sour Patch Kids received significantly higher engagement than other brands (p < 0.001). Practical implications Public health campaigns and policymakers could leverage emotionally driven and socially oriented marketing strategies, like those successfully employed by food brands to improve consumer engagement and promote healthier dietary choices. The distinct differences in strategy effectiveness across platforms also suggest the need for tailored platform-specific health promotion approaches. Originality/value This study is among the first to systematically compare digital food marketing strategies and consumer engagement across multiple major social media platforms and brands. Its findings contribute important insights to inform targeted public health initiatives and digital marketing regulation.