Abstract
As childrens media habits shift to online media, predominantly YouTube videos, they are exposed to new forms of advertising, such as embedded brands and products within unboxing videos or reviews featured in child influencers videos. In addition to toys, foods and beverages are often showcased within these videos, which may shape childrens food preferences and behaviors. However, research on the presence of foods and beverages in child influencers YouTube channels is non-existent. Therefore, using socio-cognitive theory as a framework, we explore the types of foods and beverages featured in child influencer videos and the ways in which they are integrated into the entertaining content. Our exploratory content analysis of 168 videos (approximately 28 hours) on the most popular child influencers YouTube Channel, Ryan ToysReview, showed that even though a significant number of the videos featured less healthy snacks (e.g., chocolates), there was also some presence of healthier foods (dairy, fruits, vegetables). The foods were featured in multiple ways from games to experiments - mostly in entertaining ways and an atmosphere of fun and joy. Despite sometimes blatant commercial content, only 4 of the 168 videos included disclosure of sponsorship. Implications with respect to kidfluencer marketing and public-policy making are discussed.