# Instagram Memes of Oral Nicotine Pouches: Content Analysis Study

## TL;DR

This study analyzes Instagram memes about oral nicotine pouches to understand how they are portrayed online and how they might influence young people's perceptions.

## Contribution

The study provides the first content analysis of Instagram memes related to oral nicotine pouches and their thematic representation.

## Key findings

- The Zyn community theme was the most common, fostering a sense of belonging among users.
- Marketing and branding themes included humorous critiques of product advertising.
- Memes also highlighted perceived consequences of ONP use, both positive and negative.

## Abstract

Oral nicotine pouches (ONPs), such as Zyn, have gained popularity among young people; however, their portrayal on social media remains under-studied. Instagram memes, a widely shared form of digital communication, may shape young people’s perceptions about ONPs and contribute to the widespread acceptance of ONP use.

This study examines the thematic content of Instagram memes related to ONPs to understand how these products are represented online.

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, 3 researchers categorized the memes into key themes using NVivo software.

Three dominant themes emerged: (1) the Zyn community (35.6%)—memes fostered a sense of belonging among users; (2) marketing and branding (27.8%)—humorous critiques of product advertising and accessibility; and (3) perceived consequences of use (13.9%)—memes highlighted perceived positive or negative consequences of ONP use. Engagement metrics revealed high levels of interaction, with the Zyn community theme garnering the most user engagement.

ONP-related Instagram memes are primarily focused on community identity, humor, and marketing, with community-centered content receiving the highest engagement. These findings indicate that social belonging and humor are central to the online representation of ONPs.