Food depiction in posts of the most popular Lithuanian influencers on Instagram and Facebook

Abstract Background Considering that content published in social networks might act as risk factor to health, we aimed to assess the prevalence of posts depicting food published by Lithuanian influencers on Facebook and Instagram. Materials and methods All publicly available posts (6425 in total) created by 21 most popular Lithuanian influencers on Facebook and Instagram in 2022 were included. The content analysis of the posts was performed and information about food and other health-related factors was registered. Distribution of the posts depicting food was assessed according to social networks, gender, age, and number of followers of influencers. Results Every fourth (22.6%) post presented foods. Among these posts, fast food was presented in 10.2%, sweets - in 35.5%, vegetables - in 59.5%, fruits and berries - in 40.7%, cereals - in 39.2%, dairy products - in 36.8%, meat - in 26.6%, sea food - in 12.1%. Overall, women, older influencers, influencers with higher number of followers more frequently posted posts depicting vegetables (respectively, 21.0% vs 5.5%, 18.6% vs 6.7%, 18.3% vs 9.3%), fruits and berries (respectively, 14.5% vs 3.8%, 12.0% vs 6.4%, 11.4% vs 8.3%), cereals (respectively, 13.7% vs 4.7%, 12.2% vs 5.6%, 11.2% vs 8.2%), dairy products (respectively, 13.0% vs 3.2%, 11.0% vs 5.0%, 10.8% vs 6.3%), meat (respectively, 8.6% vs 4.1%, 7.9% vs 4.4%). Women and older influencers more frequently depicted sweets (respectively, 13.3% vs 7.1%, 12.6% vs 7.1%), sea food (respectively, 4.4% vs 1.5%, 3.8% vs 2.0%). More posts portraying food in general, fast food, vegetables, milk and dairy products were posted on Instagram (respectively, 27.5% vs 19.8%, 3.4% vs 2.1%, 16.6% vs 13.4%, 10.0% vs 8.3%) (p ≤ 0.05). Conclusions Every fourth post depict food, more frequently on Instagram. Healthy and unhealthy foods are presented with similar frequency. Female influencers, older influencers and influencers with higher number of followers more frequently depict foods. Key messages • Both healthy and unhealthy foods are presented with similar frequency on social networks – this might lead to the overconsumption of unhealthy foods. • Differences in depiction of foods between social networks and influencers with different gender, age and number of followers should be taken into account when implementing public health interventions.