Vaping on TikTok: a systematic thematic analysis

Abstract

IntroductionThe rising popularity of TikTok among adolescents may influence their awareness and perceptions of e-cigarette use via user-generated content. This study aimed to examine how e-cigarette/vaping-related videos are portrayed on TikTok.MethodsThe nine most viewed hashtag based keywords were used to identify popular e-cigarette/vaping-related videos on TikTok (n=1000) from its inception (earliest upload date: January 2019) to November 2020. Five researchers independently coded the number of views, likes, user category and theme.ResultsA final sample of 808 e-cigarette/vaping-related videos that met study criteria were included. Collectively, these videos were viewed over 1.5 billion times, with a median view count of 1 000 000 (range 112 900–78 600 000) and a median ‘likes’ count of 143 000 (range 10 000–1 000 000). A majority of the videos portrayed e-cigarette use positively (63%; collectively viewed over 1.1 billion times). Neutral depictions of e-cigarette use were viewed a total of 290 million times (24%) and negative depictions of e-cigarettes were viewed a total of 193 million times (13%). The video themes included (not mutually exclusively): ‘comedy and joke’ (52%; total of 618 million views), ‘lifestyle and acceptability’ (35%; 459 million), ‘marketing’ (29%; 392 million), ‘vaping tricks’ (20%; 487 million), ‘nicotine and addiction’ (20%; 194 million), ‘creativity’ (16%; 322 million) and ‘warning’ (11%; 131 million).ConclusionOur findings illustrated that positively framed e-cigarette and vaping-related postings available without age restrictions on TikTok—a rising video-sharing platform that is popular among adolescents—have been viewed many times. Effective age restrictions are needed to reduce adolescents’ potential exposure to videos that portray vaping positively.

#NicotineAddictionCheck: Puff Bar Culture, Addiction Apathy, and Promotion of E-Cigarettes on TikTok

“…Additionally, a systematic analysis of vaping on TikTok reported some comparable categories, including "comedy and joke" and "nicotine and addiction". Our analysis adds rich description and interpretation by probing the videos within these categories for deeper meaning, describing dominant shared narratives, and identifying ways in which platform features perpetuate these messages [31]. TikTok became a "place" for conversation where creators exchanged information about Puff Bar products, flavors, and experiences.…”

Applying topic modelling and qualitative content analysis to identify and characterise ENDS product promotion and sales on Instagram

“…Beyond Instagram, other social media platforms popular among youth and adolescents, such as YouTube and TikTok, should also be assessed for how they may portray and promote provaping marketing content and potential illegal sales activity that could disproportionately impact young users given platform popularity among this demographic 24–26. This includes addressing access to ENDS facilitated by social media sites that connect users to domestic and international vendors that do not use appropriate age verification.…”

Content Analysis of Nicotine Poisoning (Nic Sick) Videos on TikTok: Retrospective Observational Infodemiology Study

“…The videos were manually annotated (using binary classification—whether the video depicted nicotine poisoning or nicotine sickness or not) and then inductively coded for specific themes that emerged, such as showing active vaping, specific adverse events, or nicotine sickness experiences ( Table 1 ). Furthermore, based on prior research studies [ 7 , 32 , 33 ] that have conducted content analysis on TikTok videos, we also coded the following metrics and associated metadata: (1) user engagement (views, likes, comments, shares, followers, verification); (2) video characteristics (duration, caption, text on screen, subtitles, music); and (3) video type (original, duet, stitch). An original video is a microvideo uploaded by a TikTok user and is the primary source of user-generated posts on the platform.…”

“…Approximately 60% of monthly TikTok users in the United States are between the ages of 16 and 24 years [ 4 ]—a demographic that is at risk for tobacco initiation and uptake [ 5 ]. Additionally, the platform has also been identified as a source of pro–tobacco and tobacco product sentiment [ 6 , 7 ].…”

“…For example, recent published studies [ 28 , 29 ] that examined health information videos on TikTok observed that the overall quality of health information can vary based on the source of content and that users should be selective and cautious when viewing such content. Additionally, the findings of systematic thematic analysis in 2021 [ 7 ] showed that a majority of electronic nicotine delivery system–related TikTok videos portrayed electronic nicotine delivery system–use positively. Another study [ 30 ] found that disposable electronic nicotine delivery system product content was popular among TikTok users.…”