Accepted for/Published in: Online Journal of Public Health Informatics
Date Submitted: Sep 12, 2025
Date Accepted: Dec 19, 2025
Instagram memes of oral nicotine pouches: A content analysis
ABSTRACT
Background:
Instagram memes may influence youth perceptions and acceptance of oral nicotine pouches such as Zyn.
Objective:
This study examines the thematic content of Instagram memes related to ONPs to understand how these products are represented online.
Methods:
The content of Instagram memes tagged with ONP-related hashtags #oralnicotinepouch, #zyn, #on, #velo, and #nicotinepouch was systematically analyzed. After screening, a total of 244 photo and text-based memes were included in the final dataset. Using a structured coding framework, three researchers categorized the memes into key themes using the NVivo software.
Results:
Three dominant themes emerged: (1) Zyn community (35.66%)—memes fostering a sense of belonging among users; (2) Marketing & branding (27.87%)—humorous critiques of product advertising and accessibility; and (3) Perceived consequences of use (13.93%)—memes highlighting perceived positive or negative consequences of ONP use. Engagement metrics revealed high interaction levels, with the ‘Zyn community’ theme garnering the most user engagement.
Conclusions:
Instagram memes might appeal ONP use by reinforcing their social acceptance through humor and shared identity. Public health campaigns should explore innovative digital strategies, including collaborations with social media influencers and digital content creators, to challenge pro-nicotine messaging, to disrupt the cultural appeal of ONPs among young users. Clinical Trial: Not applicable
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