Marketing Strategies and Factors Influencing the Popularity of Alcohol Videos from Official Brand Accounts on Douyin: Content Analysis Study.

Background: Alcohol consumption in China poses significant public health challenges. Alcohol marketing has been shown to increase public alcohol consumption, with social media platforms such as Douyin (TikTok in Mainland China) being among the main channels for alcohol marketing. Objective: This study aimed to analyze the thematic content of alcohol advertising on the Douyin platform and to explore the factors influencing the popularity of these types of advertising. Methods: Using data from the JINGDONG platform and alcohol industry reports, we identified 40 popular alcohol brands. For each brand, we located their official Douyin accounts and selected the top 20 most-liked videos posted between November 1, 2020, and November 1, 2021. In total, 659 videos from 37 brands were collected for analysis. Two trained researchers independently coded each video using a predefined codebook, which consisted of 7 sections and 20 items. Binary logistic regression was conducted with the grouping of the number of likes as the dependent variable, and the marketing strategies and warning elements of each video as independent variables. Results: Among the 659 videos analyzed, 320 (48.6%) garnered more than 1000 likes. A significant portion of the videos was direct advertisements (281/659, 42.6%) and short skits (255/659, 38.7%), with 56.0% (369/659) featuring characters engaging in drinking-related behaviors or directly consuming alcohol. Additionally, many videos highlighted brand elements (510/659, 77.4%) and extended features (161/659, 24.4%). Cultural themes were also common, with 23.2% (153/659) of the videos promoting the enjoyment of life and 6.8% (45/659) emphasizing balance in life. However, age restrictions were missing for 26.9% (177/659) of the videos, and only 1.2% (8/659) included a health warning stating that "Drinking is harmful to health." Certain marketing strategies were significantly associated with greater video popularity, including the use of short skits (odds ratio [OR] 2.77, 95% CI 1.42-5.41), highlighting brand elements (OR 2.96, 95% CI 1.59-5.51), and emphasizing life balance (OR 3.44, 95% CI 1.11-10.66). In contrast, the presence of age restrictions (OR 0.32, 95% CI 0.15-0.67) and explicit health warnings (OR 0.06, 95% CI 0.01-0.84) were associated with lower popularity. The period from July to September and November was the peak release period for alcohol advertisements on Douyin. Conclusions: Alcohol marketing strategies on Douyin leverage experiential, brand-driven, collaborative, and cultural marketing techniques to enhance video attractiveness and create alcogenic environments. Moreover, effective age restrictions and health warnings are largely absent. It is essential to legislate and enforce stricter alcohol marketing regulations to reduce the health risks associated with alcohol marketing.