ArticleNicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco2026
Describing ZYN-Related Content on TikTok: Content Analysis.
Article in Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco, 2026. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 14 papers.
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Who cites it
14 citing papers in PubMed.
- Applying the Vertically Integrated Project Model to Youth-Inclusive Social Media Coding of Zyn-Related YouTube Shorts: Methodological Case Study.JMIR infodemiology · 2026Article
- #NoIDVape: A content analysis of illicit vape messaging in young people's information sources.Addiction (Abingdon, England) · 2026Article
- Oral nicotine pouch continuity programmes and US college students' intention to use.Tobacco control · 2026Article
- Marketing features of derived intoxicating cannabinoid product brands on Instagram: A content analysis.Addiction (Abingdon, England) · 2026Article
- Exploring the Discourse Around Zyn Nicotine Pouches on Instagram and TikTok: Content Analysis.JMIR infodemiology · 2026Article
- Monitoring of tobacco product marketing for rapid public health surveillance in the United States.Preventive medicine reports · 2026Article
- Instagram Memes of Oral Nicotine Pouches: Content Analysis Study.Online journal of public health informatics · 2026Article
- Patterns of tobacco product use among US adults who use nicotine pouches and the association between nicotine pouch use and tobacco product use cessation.Tobacco control · 2026Article
- Oral nicotine pouches have arrived at U.S. college campuses.Journal of American college health : J of ACH · 2026Article
- International best practice in the cessation of vaping and nonTobacco prevention & cessation · 2026Review
- Marketing of oral nicotine pouches on Malaysian social media and e-commerce websites.Tobacco induced diseases · 2026Article
- Cooling the Conversation: Discourse About Menthol and Flavored Tobacco Restrictions on TikTok.Substance use & misuse · 2026Article
- Examining How Oral Nicotine Pouches Are Trending on TikTok: A Qualitative Descriptive Study.JMIR formative research · 2025Article
- Characterizing the tobacco and nicotine information environment for information seekers on YouTube.Digital healthArticle
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6 authors.
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Abstract
introductionNicotine pouches are the fastest-growing oral smokeless tobacco or nicotine product category in the United States, and there are concerns about their potential appeal to youth. Few studies have surveilled discussions about nicotine pouches on TikTok, an audiovisual platform popular among youth. To address this gap, this study conducted a content analysis of TikTok posts related to the leading nicotine pouch brand, ZYN. AIMS AND
methodsPublicly available posts (N = 665) from 10 ZYN-related hashtags were collected from the TikTok Application Programming Interface (API) between January 2023 and February 2024. The number of likes, comments, shares, and plays was collected for each post and the number of followers for each account profile was recorded. Posts were coded for themes such as product marketing and use, health warnings, and demographics.
resultsThe most prevalent theme was humor (n = 581, 87.4%), followed by product use (n = 378, 56.8%), and branded merchandise (n = 378, 56.8%). Young people (ie persons in the video who appeared younger than 30) were identified in 48.3% (n = 321) of posts, and 61.5% (n = 409) of posts featured people who appeared to be male. Cessation (n = 12, 1.8%) was an uncommon theme. Most posts came from noncommercial accounts (n = 420, 63.1%), followed by commercial accounts (n = 158, 23.8%), and content creators/influencers (n = 87, 13.1%).
conclusionsThis study showed that ZYN-related posts on TikTok often featured pro-tobacco themes, such as humor and product use, while rarely mentioning anti-tobacco themes such as cessation. Future research should examine the relationship between exposure to pro-tobacco content on TikTok and tobacco-related attitudes and behaviors. IMPLICATIONS: This study highlighted the potential role of TikTok in normalizing tobacco and nicotine product use, and in particular ZYN product use, including among youth. While increased enforcement of online tobacco control policies can help reduce exposure to ZYN-related content in youth, prevention programs and interventions that incorporate tobacco-related digital media literacy are needed to inoculate adolescents and young adults from the pro-tobacco content found online.
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