ArticleInternational journal of environmental research and public health2022
Changes in Viewer Engagement and Accessibility of Popular Vaping Videos on TikTok: A 12-Month Prospective Study.
Article in International journal of environmental research and public health, 2022. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 20 papers, 1 of them a synthesis that pooled it.
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Trials whose registry record cites this paper, or whose number appears in the abstract. A trial that started after this paper was published is citing it as background, not reporting it.
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Who cites it
20 citing papers in PubMed, 1 synthesis or guideline pooled it, 33 citations in OpenAlex.
- #TurntTrending: a systematic review of substance use portrayals on social media platforms.Addiction (Abingdon, England) · 2023Pooled it
- Impact of Instagram and TikTok influencer marketing on perceptions of e-cigarettes and perceptions of influencers in young adults: a randomised survey-based experiment.Tobacco control · 2026Trial
- US adolescents' response to nicotine warning labels in influencer e-cigarette marketing social media posts: a survey-based randomised between-subject experiment.Tobacco control · 2025Trial
- Generative AI in a new era of computer model-informed tobacco research: a short report.Tobacco control · 2026Article
- E-cigarette and Cannabis in Social Media Influencer Marketing and Its Effect on Adolescents: A Survey-Based Experiment.Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco · 2026Article
- Assessing the quality and usefulness of smoking cessation related short videos on TikTok and Bilibili: a content analysis study in China.BMC public health · 2026Article
- Short-form video platforms as a source of ankylosing spondylitis information: a cross-sectional content analysis.Frontiers in digital health · 2026Article
- An Exploratory Typology of Tobacco-Related Misleading Content on Social Media: Qualitative Analysis of Instagram and TikTok.Journal of medical Internet research · 2025Article
- Worldwide connections of influencers who promote e-cigarettes on Instagram and TikTok: a social network analysis.Computers in human behavior · 2025Article
- Clearing the haze: novel methodology objectively assessing children's online exposure to tobacco and vape marketing.Health promotion international · 2025Article
- Reviving Old Tricks in New Tobacco Marketing: Presence of e-Cigarette Brand Names on Merchandise Promoted by Influencers on Social Media.Substance use & misuse · 2025Article
- "Do all bisexuals have this power?": An exploratory study of "crippling nicotine addiction," identity, and other emergent themes in vaping messages on QueerTok.SSM. Qualitative research in health · 2024Article
- The Normalization of Vaping on TikTok Using Computer Vision, Natural Language Processing, and Qualitative Thematic Analysis: Mixed Methods Study.Journal of medical Internet research · 2024Article
- Scalable Surveillance of E-Cigarette Products on Instagram and TikTok Using Computer Vision.Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco · 2024Article
- Perceptions of social media harms and potential management strategies: vaping case study.BMC public health · 2024Article
- Promotion of E-Cigarettes on TikTok and Regulatory Considerations.International journal of environmental research and public health · 2023Article
- Frequency of social media use and exposure to tobacco or nicotine-related content in association with E-cigarette use among youth: A cross-sectional and longitudinal survey analysis.Preventive medicine reports · 2022Article
- Themes in TikTok Videos Featuring Little Cigars and Cigarillos: Content Analysis.Journal of medical Internet research · 2022Article
- Deconstructing TikTok Videos on Mental Health: Cross-sectional, Descriptive Content Analysis.JMIR formative research · 2022Article
- Assessing the Quality of Hearing Aids-Related Videos on TikTok.Frontiers in public health · 2022Article
Corrections and comments
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Authors and funding
11 authors at 1 institution in 1 country.
Funding
No grant is acknowledged in the PubMed record.
Abstract
aimThere are concerns regarding what young people are exposed to on TikTok due to trending content promoting e-cigarette use through humour, marketing and lifestyle acceptability. Using baseline data from November 2020, we aimed to examine how much content from a sample of popular vaping videos remained accessible at 9- and 12-month follow-ups. We aimed to monitor changes in viewer engagement (using metadata) before and after the U.S. Congressional Hearing on youth protection measures on social media in October 2021.
methodsHashtag-based keywords were used to collect the most viewed publicly available e-cigarette related videos on TikTok (N = 802) from inception to November 2020 to form a baseline. Researchers conducted a longitudinal descriptive study using this data, with 9- and 12-month follow-ups to measure changes in viewer engagement (using metadata) and content availability.
findingsOf the 802 videos from the baseline, 562 remained at the 9-month follow-up and 511 remained at the 12-month follow-up. At the 12-month follow-up, the majority of vaping-related hashtags were removed by TikTok after the Congressional Hearing. Between the baseline and 9-month follow up, views increased by 1.4% and likes increased by 4.4%. At 12-month follow-up, views had increased by 1.7% and likes by 4.2% compared to baseline data. Whilst 291 videos were no longer publicly accessible at 12-month follow-up, 39 of these were made inaccessible by the content creators. The most viewed and most liked vaping videos at baseline were still publicly available.
conclusionsWhilst the depiction type and thematic distribution of removed videos suggest that TikTok may be removing a small proportion of content that promotes the use of e-cigarettes, metadata of remaining videos indicate an increase in viewer engagement. TikTok's removal of explicit substance-related hashtags from the platform could be a step towards preventing adolescents from being exposed to harmful behaviours and substances online. However, the platform should consider enforcing effective age restrictions on content that promotes substance use in a positive light.
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