Exploring #Zyn-Related Video Content Posted by Zynfluencers on TikTok

Oral 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.

A 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.

Macro 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.

This 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.