Examining marketing, imagery, and health-related messaging on nicotine pouch products on YouTube Shorts: an exploratory content analysis

Abstract Introduction Nicotine pouches (NPs) are disposable pouches containing pure nicotine, flavorings, sweeteners, and other fillers. Although their health effects are understudied, they are marketed as a safer alternative to other nicotine products. Videos on social media platforms (SMPs) inform health behaviors, especially among youth and young adults. This study aims to investigate imagery, marketing, and health communication surrounding NPs in YouTube Short videos. Methods We used the YouTube Data API to retrieve YouTube Shorts videos posted from September 2020 to January 2025 containing topic-relevant keywords. After screening videos for eligibility criteria (n = 239), content analysis was conducted. Associations between themes and engagement metrics were investigated. Results Imagery used to increase interest in, or awareness of NPs was the most frequent theme present in 81% of videos, with 80% depicting products, 33% depicting use, and 30% depicting youth/young adults. Marketing and promoting NPs were present in 73% of the videos reviewed. Health warnings (38%) and positive health claims (30%) were prevalent in videos. The most prevalent health warning mentioned was addiction/dependence (26%), while the most prevalent health claim mentioned was harm reduction (25%). Quantitative analyses revealed diverse codes predictive of higher view, like, and comment metrics. Discussion While NPs are recognized as addictive, they are marketed as products with high social appeal and are promoted using potential health benefits and product use imagery. Research should further investigate discussions of NPs on SMPs, as exposure to this content may impact attitudes about or uptake of these products, especially among youth and young adults. Implications The present study provides a deeper understanding of how nicotine pouches (NPs) are discussed in short-form videos on social media platforms by presenting commonly depicted themes and their associations with user engagement. The findings reflect reasons for the popularity of and potential misinformation surrounding NPs in the general public and may inform health communication strategies and social media platform policies surrounding NPs.