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

Substance Use & Misuse 2026 Open access

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Authors: Samia Amin, Wayne Buente, Jerel-Dayne Duque, Andrew Mettias, Sayed Mahmud Samiul Amin, Scott K. Okamoto, Pallav Pokhrel
DOI: 10.1080/10826084.2026.2624783
Cited by: 0
References: 37

Abstract

OBJECTIVES: 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. METHODS: 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 (

Fields of Study & Subjects

Smoking Behavior and Cessation Social Media in Health Education Digital Marketing and Social Media

Publication details

Journal / source
Substance Use & Misuse
Volume
61
Issue
11
Pages
1830–1838
Publication date
16 February 2026
Language
EN