Examination of YouTube videos related to synthetic cannabinoids

The popularity of synthetic cannabinoids (SCBs) is increasing the chance for adverse health issues in the United States. Moreover, social media platforms such as YouTube that provided a platform for user-generated content can convey misinformation or glorify use of SCBs. The aim of this study was to fill this gap by describing the content of the most popular YouTube videos containing content related to the SCBs. Videos with at least 1000 or more views found under the search terms "K2" and "spice" included in the analysis. The collective number of views was over 7.5 million. Nearly half of videos were consumer produced (n=42). The most common content in the videos was description of K2 (n=69), followed by mentioning dangers of using K2 (n=47), mentioning side effects (n=38) and showing a person using K2 (n=37). One-third of videos (n=34) promoted use of K2, while 22 videos mentioned risk of dying as a consequence of using K2. YouTube could be used as a surveillance tool to combat this epidemic, but instead, the most widely videos related to SCBs are uploaded by consumers. The content of these consumer videos on YouTube often provide the viewer with access to view a wide array of uploaders describing, encouraging, participating and promoting use.