A qualitative study exploring how young people aged 18-25 in the UK feel about alcohol content on social media outlets and does this influence alcohol-related attitudes and behaviours

Abstract

Background: It is known that young people are the biggest users of social media on sites Instagram and TikTok they the highest number of users with the age range of 18-25. In recent years content creators have begun making profit from promoting products and giving an opinion to their following. In turn this has generated brand exposure and increases in sales for brands. Influencers are an important part of today's culture, have a massive social media presence and their opinions are important to young people. Young people are known to engage in binge drinking, however over recent years there has been a decrease in young people drinking alcohol with sober content creators are now present on Instagram and TikTok. This study aimed to explore how young people feel about alcohol content on social media outlets and how this influenced their alcohol-related behaviours. 

Methods: A qualitative approach was undertaken. Six participants were selected by a constructed social media post and an email on the University Canvas by chosen gatekeepers at Liverpool John Moores University. Semi-structured interviews were conducted on Microsoft Teams, recorded and transcribed. The results were analysed using thematic analysis. 

Results: Eight themes were generated: 1) Personal relationships with alcohol, identified variations in young people's relationships with alcohol between controlled drinking and binge drinking. 2) The normalisation of alcohol on social media found that alcohol content is being shared and glamorised frequently 3) Influencers are promoting alcohol in a way to potentially encourage people to drink alcohol regularly. 4) The portrayal of gender within Instagram and TikTok alcohol content with many participants feeling alcohol brands promote products and utilise masculine and feminine social norms to create content. Young people felt more likely to consume alcohol products if seeing online content promoted by someone from the same gender. 5) Young people's influence from alcohol content with frequent exposure influencing young people to drink alcohol more regularly or consume products they are seeing online. 6) Social media influencers and relatability, young people do express that they find influencers relatable and if the alcohol content appears authentic and more likely to consume alcohol brands if an influencer promotes it. 7) Sober content creators are now a prominent figure on Instagram and TikTok, young people feel that their presence is a positive thing for young people to normalise alcohol issues within that age group. Although it was suggested that unrealistic expectations may be put on individuals to live alcohol free. 8) Paid brand collaborations were explored, and many young people felt this new marketing technique was not an issue online, although the recurrent daily exposure may cause issues for young people.  

Conclusion: To conclude young people have expressed that seeing alcohol content online encourages young people to drink alcohol. Young people recognise influencers are a vital part of modern marketing and that advertisement via social media influencers is more likely to encourage them to purchase an alcohol product. The risks of alcohol where often not discussed by brands or influencers and while sober content creators were said to bridge this gap young people felt there could be some bias in this content. Overall, young people felt exposed and often venerable to marketing of alcohol and use of alcohol on Instagram and TikTok.