All night long: Social media marketing to young people by alcohol brands and venues Download the report. Read the summary. Key findings Drinking venues posted on social media more frequently than alcohol brands during the research period. 18-25 year olds were more likely to follow venues on social media than brands. Venue-level social media was used to both plan and document drinking occasions. Venue-level content included cheap offers, promotional events, and images of customers as marketing. Less than 2% of posts by brands, and no posts by venues, included messages to ‘drink responsibly’. Alcohol brands were more popular on social media among younger (including underage) participants, and less popular among older participants.