Cargando…

What People “Like”: Analysis of Social Media Strategies Used by Food Industry Brands, Lifestyle Brands, and Health Promotion Organizations on Facebook and Instagram

BACKGROUND: Health campaigns have struggled to gain traction with young adults using social media, even though more than 80% of young adults are using social media at least once per day. Many food industry and lifestyle brands have been successful in achieving high levels of user engagement and prom...

Descripción completa

Detalles Bibliográficos
Autores principales: Klassen, Karen Michelle, Borleis, Emily S, Brennan, Linda, Reid, Mike, McCaffrey, Tracy A, Lim, Megan SC
Formato: Online Artículo Texto
Lenguaje:English
Publicado: JMIR Publications 2018
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6024098/
https://www.ncbi.nlm.nih.gov/pubmed/29903694
http://dx.doi.org/10.2196/10227
_version_ 1783335994545668096
author Klassen, Karen Michelle
Borleis, Emily S
Brennan, Linda
Reid, Mike
McCaffrey, Tracy A
Lim, Megan SC
author_facet Klassen, Karen Michelle
Borleis, Emily S
Brennan, Linda
Reid, Mike
McCaffrey, Tracy A
Lim, Megan SC
author_sort Klassen, Karen Michelle
collection PubMed
description BACKGROUND: Health campaigns have struggled to gain traction with young adults using social media, even though more than 80% of young adults are using social media at least once per day. Many food industry and lifestyle brands have been successful in achieving high levels of user engagement and promoting their messages; therefore, there may be lessons to be learned by examining the successful strategies commercial brands employ. OBJECTIVE: This study aims to identify and quantify social media strategies used by the food industry and lifestyle brands, and health promotion organizations across the social networking sites Facebook and Instagram. METHODS: The six most engaging posts from the 10 most popular food industry and lifestyle brands and six health promotion organizations were included in this study. A coding framework was developed to categorize social media strategies, and engagement metrics were collected. Exploratory linear regression models were used to examine associations between strategies used and interactions on Facebook and Instagram. RESULTS: Posts from Facebook (143/227, 63.0%) and Instagram (84/227, 37.0%) were included. Photos (64%) and videos (34%) were used to enhance most posts. Different strategies were most effective for Facebook and Instagram. Strategies associated with higher Facebook interactions included links to purchasable items (beta=0.81, 95% CI 0.50 to 1.13, P<.001) featuring body image messages compared with food content (beta=1.96, 95% CI 1.29 to 2.64, P<.001), and where the content induced positive emotions (beta=0.31, 95% CI 0.04 to 0.57, P=.02). Facebook interactions were negatively associated with using pop culture (beta=–0.67, 95% CI –0.99 to –0.34, P<.001), storytelling (beta=–0.86, 95% CI –1.29 to –0.43, P<.001) or visually appealing graphics (beta=–0.53, 95% CI –0.78 to –0.28, P<.001) in their posts compared with other strategies. Posting relatable content was negatively associated with interactions on Facebook (beta=–0.29, 95% CI –0.53 to –0.06, P=.01), but positively associated on Instagram (beta=0.50, 95% CI 0.05 to 0.95, P=.03). Instagram interactions were negatively associated with weight loss (beta=–1.45, 95% CI –2.69 to –0.21, P=.02) and other content (beta=–0.81, 95% CI –1.57 to –.06, P=.04) compared with food content. CONCLUSIONS: Health promotion professionals and organizations can improve engagement using positive messaging and tailoring posts appropriate for different social media channels.
format Online
Article
Text
id pubmed-6024098
institution National Center for Biotechnology Information
language English
publishDate 2018
publisher JMIR Publications
record_format MEDLINE/PubMed
spelling pubmed-60240982018-07-05 What People “Like”: Analysis of Social Media Strategies Used by Food Industry Brands, Lifestyle Brands, and Health Promotion Organizations on Facebook and Instagram Klassen, Karen Michelle Borleis, Emily S Brennan, Linda Reid, Mike McCaffrey, Tracy A Lim, Megan SC J Med Internet Res Original Paper BACKGROUND: Health campaigns have struggled to gain traction with young adults using social media, even though more than 80% of young adults are using social media at least once per day. Many food industry and lifestyle brands have been successful in achieving high levels of user engagement and promoting their messages; therefore, there may be lessons to be learned by examining the successful strategies commercial brands employ. OBJECTIVE: This study aims to identify and quantify social media strategies used by the food industry and lifestyle brands, and health promotion organizations across the social networking sites Facebook and Instagram. METHODS: The six most engaging posts from the 10 most popular food industry and lifestyle brands and six health promotion organizations were included in this study. A coding framework was developed to categorize social media strategies, and engagement metrics were collected. Exploratory linear regression models were used to examine associations between strategies used and interactions on Facebook and Instagram. RESULTS: Posts from Facebook (143/227, 63.0%) and Instagram (84/227, 37.0%) were included. Photos (64%) and videos (34%) were used to enhance most posts. Different strategies were most effective for Facebook and Instagram. Strategies associated with higher Facebook interactions included links to purchasable items (beta=0.81, 95% CI 0.50 to 1.13, P<.001) featuring body image messages compared with food content (beta=1.96, 95% CI 1.29 to 2.64, P<.001), and where the content induced positive emotions (beta=0.31, 95% CI 0.04 to 0.57, P=.02). Facebook interactions were negatively associated with using pop culture (beta=–0.67, 95% CI –0.99 to –0.34, P<.001), storytelling (beta=–0.86, 95% CI –1.29 to –0.43, P<.001) or visually appealing graphics (beta=–0.53, 95% CI –0.78 to –0.28, P<.001) in their posts compared with other strategies. Posting relatable content was negatively associated with interactions on Facebook (beta=–0.29, 95% CI –0.53 to –0.06, P=.01), but positively associated on Instagram (beta=0.50, 95% CI 0.05 to 0.95, P=.03). Instagram interactions were negatively associated with weight loss (beta=–1.45, 95% CI –2.69 to –0.21, P=.02) and other content (beta=–0.81, 95% CI –1.57 to –.06, P=.04) compared with food content. CONCLUSIONS: Health promotion professionals and organizations can improve engagement using positive messaging and tailoring posts appropriate for different social media channels. JMIR Publications 2018-06-14 /pmc/articles/PMC6024098/ /pubmed/29903694 http://dx.doi.org/10.2196/10227 Text en ©Karen Michelle Klassen, Emily S Borleis, Linda Brennan, Mike Reid, Tracy A McCaffrey, Megan SC Lim. Originally published in the Journal of Medical Internet Research (http://www.jmir.org), 14.06.2018. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (https://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work, first published in the Journal of Medical Internet Research, is properly cited. The complete bibliographic information, a link to the original publication on http://www.jmir.org/, as well as this copyright and license information must be included.
spellingShingle Original Paper
Klassen, Karen Michelle
Borleis, Emily S
Brennan, Linda
Reid, Mike
McCaffrey, Tracy A
Lim, Megan SC
What People “Like”: Analysis of Social Media Strategies Used by Food Industry Brands, Lifestyle Brands, and Health Promotion Organizations on Facebook and Instagram
title What People “Like”: Analysis of Social Media Strategies Used by Food Industry Brands, Lifestyle Brands, and Health Promotion Organizations on Facebook and Instagram
title_full What People “Like”: Analysis of Social Media Strategies Used by Food Industry Brands, Lifestyle Brands, and Health Promotion Organizations on Facebook and Instagram
title_fullStr What People “Like”: Analysis of Social Media Strategies Used by Food Industry Brands, Lifestyle Brands, and Health Promotion Organizations on Facebook and Instagram
title_full_unstemmed What People “Like”: Analysis of Social Media Strategies Used by Food Industry Brands, Lifestyle Brands, and Health Promotion Organizations on Facebook and Instagram
title_short What People “Like”: Analysis of Social Media Strategies Used by Food Industry Brands, Lifestyle Brands, and Health Promotion Organizations on Facebook and Instagram
title_sort what people “like”: analysis of social media strategies used by food industry brands, lifestyle brands, and health promotion organizations on facebook and instagram
topic Original Paper
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6024098/
https://www.ncbi.nlm.nih.gov/pubmed/29903694
http://dx.doi.org/10.2196/10227
work_keys_str_mv AT klassenkarenmichelle whatpeoplelikeanalysisofsocialmediastrategiesusedbyfoodindustrybrandslifestylebrandsandhealthpromotionorganizationsonfacebookandinstagram
AT borleisemilys whatpeoplelikeanalysisofsocialmediastrategiesusedbyfoodindustrybrandslifestylebrandsandhealthpromotionorganizationsonfacebookandinstagram
AT brennanlinda whatpeoplelikeanalysisofsocialmediastrategiesusedbyfoodindustrybrandslifestylebrandsandhealthpromotionorganizationsonfacebookandinstagram
AT reidmike whatpeoplelikeanalysisofsocialmediastrategiesusedbyfoodindustrybrandslifestylebrandsandhealthpromotionorganizationsonfacebookandinstagram
AT mccaffreytracya whatpeoplelikeanalysisofsocialmediastrategiesusedbyfoodindustrybrandslifestylebrandsandhealthpromotionorganizationsonfacebookandinstagram
AT limmegansc whatpeoplelikeanalysisofsocialmediastrategiesusedbyfoodindustrybrandslifestylebrandsandhealthpromotionorganizationsonfacebookandinstagram