BACKGROUND AND IMPLEMENTATION CHALLENGES: YouTube is one of the largest video-sharing platforms in the world, encompassing all types of audiences, from the youngest to the oldest. Review videos are increasingly common on the platform, where consumers share their opinions and analyses about a product, and viewers seek this content to make better decisions based on the experiences of those who have already used the product.
In Brazil, tobacco advertising is prohibited, meaning that any direct or indirect advertisement encouraging the consumption of these products is considered illegal.
This case study aims to present and analyze the marketing strategies of a YouTube channel that promotes and sells hookah tobacco through weekly posted videos and a sales website.
INTERVENTION OR RESPONSE: The channel displays review videos of various hookah tobacco brands, where the host uses the product and shares their opinion, from the product packaging to impressions about sensory experiences, such as taste and smell, while using the product. The website of the account administrator is also disclosed, along with contact methods and partnership promotions with brands registered with ANVISA (Brazilian Health Regulatory Agency).
RESULTS AND IMPACT: The channel has more than 180000 subscribers, with videos receiving up to 56000 views, demonstrating a large audience and influence over its viewers. Analyzing the comments on the platform revealed significant engagement from followers, evident in comments expressing interest in prices and purchasing methods, requests for more reviews, and compliments on the content.
CONCLUSIONS: Therefore, it is possible to observe that the video format used is effective in attracting and retaining the audience, and this practice represents a significant challenge for tobacco control. Analyzing the elements used in this and similar channels is crucial for the development of more effective strategies to combat this type of practice.