Examining How Oral Nicotine Pouches Are Trending on TikTok: A Qualitative Descriptive Study

Area of Science:

• Public Health
• Social Media Analysis
• Nicotine Product Research

Background:

• Oral nicotine pouches (ONPs) are increasingly popular, particularly among youth.
• Nicotine use poses significant health risks to adolescents.
• Social media platforms like TikTok are used to promote ONPs to young audiences.

Purpose of the Study:

• To investigate the portrayal of oral nicotine pouches (specifically Zyns) on TikTok.
• To understand how ONP use is represented and communicated on a popular youth social media platform.

Main Methods:

• Qualitative descriptive study analyzing 132 TikTok videos under #zyn, #zyns, and #nicotinepouch hashtags.
• Thematic analysis, guided by Braun and Clarke's approach, was employed.
• Collaborative coding ensured reliability in theme identification.

Main Results:

• Five key themes emerged: the "Zyn movement" (popular culture trend), "boy heaven" (male dominance), downplaying negative consequences, "life does not need to stop" (convenience), and positive sensory experiences.
• Content largely condoned and normalized ONP use.
• Male individuals were disproportionately represented as primary users.

Conclusions:

• TikTok significantly influences perceptions of ONPs as trendy and harmless among youth.
• ONPs can rapidly integrate into youth culture via social media.
• Increased restrictions on youth-accessible social media content are necessary.