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Exploring the Discourse Around Zyn Nicotine Pouches on Instagram and TikTok: Content Analysis
Arpita Tripathi1,2, Beth Hoffman1, Christine Larkin1
1University of Pittsburgh, 130 De Soto Street, Pittsburgh, PA, United States, 1 6099376163.
JMIR Infodemiology
|July 23, 2026
Summary
Social media content about Zyn oral nicotine pouches often features positive sentiment and themes appealing to youth, raising concerns about potential misinformation and product uptake. Updated regulations are needed to address these issues.
Area of Science:
- Public Health
- Social Media Analysis
- Consumer Behavior
Background:
- Oral nicotine pouches, exemplified by Zyn, have seen a significant surge in US sales, escalating from 83.2 million cans in 2020 to 385 million in 2023.
- This rapid growth coincides with heightened concerns regarding adolescent and youth engagement with these products.
- Increased Zyn visibility on social media platforms may influence perceptions and product adoption among younger demographics through targeted content.
Purpose of the Study:
- To analyze the sentiment and content of Zyn-related posts on Instagram and TikTok.
- To evaluate the appeal of this content to youth audiences.
- To identify instances of potential misinformation and common hashtags used for framing and targeting.
Main Methods:
- A content analysis was conducted on 10,502 Instagram and 609 TikTok posts mentioning #Zyn in March 2024.
- A random subsample of 1,200 Instagram posts and all 609 TikTok posts were analyzed using a systematic codebook.
- High interrater reliability was ensured, with Cohen's κ exceeding 0.80.
Main Results:
- A significant majority of analyzed posts (88.9%) exhibited positive sentiment, often normalizing Zyn use through humor (35.2%).
- Content frequently targeted youth with themes of appealing flavors (87.6%), usage methods (18.1%), and associations with sports and fitness.
- Both platforms contained potential misinformation, with TikTok leaning towards influencer content and Instagram towards commercial content.
Conclusions:
- Zyn-related social media content appears to resonate with and potentially attract young users.
- The favorable presentation and engaging nature of this content highlight the need for revised regulatory approaches.
- Addressing misinformation and the appeal of oral nicotine pouches to youth on social media is crucial.
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