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Social media influencers promote Zyn (oral nicotine pouches) on TikTok. Macro influencers share higher quality content, while micro-influencers drive engagement and discuss health risks, potentially reducing Zyn misuse.

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Area of Science:

  • Social media marketing and public health communication.
  • Analysis of digital content and user engagement metrics.

Background:

  • Oral nicotine pouches, such as Zyn, are increasingly popular.
  • Marketing strategies for these products heavily utilize social media influencers.

Purpose of the Study:

  • To analyze the content and engagement of TikTok videos tagged #Zyn.
  • To compare content and engagement across different influencer tiers (macro, micro, nano).

Main Methods:

  • 130 TikTok videos tagged #Zyn were analyzed using inductive coding.
  • Videos were categorized by influencer size (macro, micro, nano).
  • Content quality was assessed using Global Quality Scale and modified DISCERN scale; engagement metrics were analyzed.

Main Results:

  • Macro influencers produced longer, higher-quality videos, often positioning Zyn as a safer alternative.
  • Micro-influencers had the highest engagement and offered promotional incentives; they also reported the widest variety of adverse health effects.
  • Nano influencers used memes most frequently and had the lowest quality scores; health warnings were common across micro and nano influencer content.

Conclusions:

  • Macro influencers can disseminate accurate health information regarding nicotine products.
  • Micro and nano influencers can enhance audience interaction and communicate health risks associated with Zyn.
  • Strategic influencer engagement can broaden reach, reduce product appeal, and mitigate misuse.