Exploring the Discourse Around Zyn Nicotine Pouches on Instagram and TikTok: Content Analysis

Oral nicotine pouches, such as Zyn, have rapidly grown in popularity in the United States, with sales increasing from 83.2 million cans in 2020 to 385 million cans in 2023. This growth has occurred alongside concerns about youth use. At the same time, Zyn's visibility on social media has also expanded, where youth-targeted content may shape perceptions and influence product uptake.

This content analysis of Instagram and TikTok Zyn-related posts aimed to (1) examine their sentiment and content, (2) assess youth appeal, (3) identify potential misinformation, and (4) report the most frequently used hashtags in the selected posts as indicators of platform-specific framing and audience targeting.

In March 2024, we collected 10,502 Instagram posts and 609 TikTok posts with #Zyn. We used a systematically developed codebook to guide the analysis of a random Instagram subsample (n=1200) and all TikTok posts (n=609). Interrater reliability was assessed using a Cohen κ of more than 0.80 and percent agreement.

Many coded posts expressed positive sentiment (n=789/887, 88.9%) and normalized Zyn use through comedic content (n=308/887, 35.2%). Posts revealed youth-targeted themes, including appealing flavors (n=417/887, 87.6%); Zyn usage methods (n=159/887, 18.1%); and associations with sports, athletic, and gym settings (n=70/887, 8%). Both platforms contained posts with potential misinformation. While TikTok featured more influencer-generated content, Instagram showcased more business and commercial content.

Findings suggest that Zyn-related social media content may appeal to youth. Zyn and other oral nicotine pouches are often presented favorably with engaging content, underscoring the need for updated regulatory strategies to address potential misinformation and their appeal to youth.