ArticleSubstance use & misuse2026
Exploring #Zyn-Related Video Content Posted by Zynfluencers on TikTok.
Article in Substance use & misuse, 2026. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 1 paper.
What it found
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The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
The trial behind it
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.
Neither the registry nor the abstract names a trial number. If this is a trial report, that itself is worth knowing.
Who cites it
1 citing paper in PubMed.
- Exploring the Discourse Around Zyn Nicotine Pouches on Instagram and TikTok: Content Analysis.JMIR infodemiology · 2026Article
Corrections and comments
PubMed lists nothing against this paper. Absence here is not a guarantee, only a check that was made.
Authors and funding
7 authors.
Funding
Abstract
objectivesOral nicotine pouches such as Zyn have gained popularity, with marketing increasingly leveraging social media influencers. This study aimed to analyze the content and engagement metrics of TikTok videos tagged with #Zyn across different influencer types.
methodsA standardized inductive coding approach was used to analyze 130 TikTok videos tagged #Zyn, collected on February 16, 2024. Videos were categorized by macro (100,000-1 M followers), micro (1000-100,000 followers), and nano (<1000 followers) influencers. Content was evaluated for quality using the Global Quality Scale (GQS) and modified DISCERN scale. Three coders independently coded the videos and intercoder reliability was assessed using Cohen's kappa, achieving a value of 0.89. Themes analyzed included post origin, health messages, sponsorship and promotion, and personal stories or product insights.
resultsMacro influencers posted longer, higher quality videos and more frequently promoted Zyn as a safer alternative to other tobacco products. Micro-influencers demonstrated the highest engagement and were the only group offering promotional incentives. Nano influencers had the lowest quality scores but the highest use of memes. Health warnings were most frequent in micro and nano influencer content. Adverse health effects were mentioned across all influencer types, with micro-influencers reporting the widest variety.
conclusionThis study suggests that macro influencers can be utilized to deliver accurate health information about nicotine products, while micro and nano influencers can be strategically engaged to boost audience interaction and communicate health risks, thereby addressing a wider audience and potentially reducing the appeal and misuse of Zyn products.
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Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.