Evaluating Tiktoks and coding for themes

Author: Paula Hayek | Major: Public Health | Semester: Fall 2024 |

This semester, I embarked on a fascinating and eye-opening journey, researching how social media, particularly TikTok, plays a role in shaping attitudes toward nicotine use among adolescents and young adults. I was originally introduced to researching nicotine when I met my mentor, Dr. Dobbs. I found her work very interesting and proposed the idea of researching nicotine pouches. With nicotine products like Zyn pouches gaining popularity, understanding their portrayal on social media became a critical focus of my work. Through coding and analyzing over 100 TikTok videos, my lab mates and I aimed to uncover patterns in how these products are advertised, consumed, and perceived by the platform’s predominantly young user base.

Nicotine use among adolescents is a growing public health concern. While traditional smoking has declined in recent years, alternative nicotine products such as pouches, e-cigarettes, and other smokeless options have emerged as new threats. Products like Zyn, which are marketed as “tobacco-free nicotine,” are particularly appealing to younger demographics due to their discreet use, variety of flavors, and sleek branding. Social media platforms like TikTok amplify this appeal, leveraging influencers and trending content to normalize, if not glamorize, these products.

Recognizing this trend, our lab decided to investigate how TikTok videos communicate messages about Zyn. This research sought to answer several key questions:

1. Who are the creators of these videos, and what are their demographics?
2. How do they portray Zyn—positively or negatively?
3. What themes and messages are most common in these videos?

To systematically analyze the content, we developed a coding framework that allowed us to categorize various elements of the videos. We used this codebook to evaluate each video.

Our findings reveal the power of social media in shaping perceptions of nicotine products among young people. TikTok’s algorithm promotes engaging content, meaning videos that are entertaining, or trendy are more likely to reach wide audiences. This dynamic creates an environment where the risks of nicotine use can be overshadowed by its perceived benefits or social acceptability.

For public health advocates, this research underscores the need to address the influence of social media platforms like TikTok in tobacco prevention efforts. Campaigns targeting nicotine use should consider counteracting the positive narratives with engaging, youth-friendly content that highlights the risks of products like Zyn.

This semester of research has deepened my understanding of how social media operates as a cultural force, influencing behaviors and norms in subtle yet powerful ways. It also strengthened my skills in qualitative analysis, coding, and critical thinking. Looking ahead, I hope to expand this research to explore the role of influencers in promoting nicotine products. My ultimate goal is to contribute to public health initiatives that empower young people to make informed decisions and resist the pull of nicotine marketing.

Social media is a double-edged sword. While it offers unparalleled opportunities for creativity and connection, it also serves as a breeding ground for risky behaviors and harmful products. My semester of researching nicotine use on TikTok has revealed just how pervasive and persuasive these platforms can be. By shedding light on these dynamics, I hope to spark conversations about how we can create a healthier digital landscape—one that prioritizes the well-being of its youngest users over the interests of the tobacco and nicotine industries.

This Honors College Research Grant has given me the opportunity to not only find my love for research, but also find for more insight about the important topic that is, nicotine research. As someone who is part of our target population, I think I have an interesting perspective on this topic. Being able to research and find data that applies to many of my peers and acquaintances makes this so much more personal. I plan to continue my research this Spring 2025 as I gather and evaluate more data.