TikTok may influence teen eating behaviors

A new study found that TikTok may significantly influence what teenagers are eating, based on the frequency and type of clips that promote food products.

According to the study, conducted by researchers at the University of Minnesota and published in the Journal of Nutrition Education and Behavior, TikTok plays a key role in showcasing food trends and influencing teen diets.

The study was based on feedback from four focus groups of 25 students aged 15 to16 years, from a Midwestern high school in the U.S. Though while the scope is somewhat limited, the results could point to the value of food promotions in the app and the influence that TikTok can have over consumer decisions.

As per the report: “Although research examining TikTok’s impact on dietary intake remains nascent and individual users’ exposure varies, food-related content is highly viral. TikTok’s food page on the explore tab reveals countless user-generated and sponsored videos, each garnering millions of views (i.e., the #food page alone surpassed 270 billion cumulative views in March 2022). As a result, food content may appear on adolescents’ algorithmically curated For You page multiple times an hour, as one study found adolescents can be exposed to >17 food ads for each hour on the internet.”

The study found that food ads on TikTok prompted desire for the foods displayed, while influencer-created TikTok clips had an even bigger impact on increasing desire for specific food items.

“[A]dolescents in our racially and ethnically diverse sample also preferred professional-looking ads featuring influencers, with trust in the influencer shaping appreciation of the content,” the report said.

This could be a valuable note for marketers in the food sector, with TikTok trends and influencers helping to shape teen interests and drive demand.

“The immediacy of wanting to consume foods and try new foods that appeared appetizing on TikTok may relate to the activation of attention and reward-related brain regions, potentially interfering with impulse control,” the report said. “The immediacy may also be amplified by the platform’s persuasive design and the frequency of food-related ads.”

The report suggested that TikTok can shape adolescent eating behaviors because their appetites are piqued by food-related clips, generating more desire for these items and products.  

“Food-related TikToks can influence adolescents’ eating by cueing appetite, but the context of the TikTok, their trust in the TikToker/influencer or comments, and their personal context can either facilitate or prevent food attainment,” the report said.

These are some potentially important insights, which could help to shape future marketing and promotions in the app.