Hashtag Popularity: A Content Analysis and Comparison of E-Cigarette, Cigarette, Cigar, and Cannabis Posts on Instagram

Abstract

Marketing exposure through social media is an identified risk factor for nicotine and cannabis use. The main purpose of this study was to identify the exposure selected hashtags obtain on Instagram to understand the potential reach of nicotine and cannabis marketing. An Instagram account was used to content analyze the top 20 pictures and Reels for ten key word hashtags: #Vape, #Vapelife, #Ecig, #Cigar, #Backwoods, #Cigarette, #Marlboro, #Tobacco, #420, and #High. Three independent reviewers coded 391 posts (201 photos/videos and 190 reels) to determine (1) Post Reach, (2) Post Content, (3) Post Characteristics, and (4) Demographics. Descriptive statistics were compared across keyword hashtags. Significant differences in post characteristics by hashtag were examined using chi-square analysis. Hashtags targeting vaping posts were the most liked averaging in Reels 6,669 likes for #vapelife and 1,651 in Top posts for #vape. The #cigarette and #vape had the largest amount of influencers (40%). A majority (%) of the posts were edited. Warnings were present in 26% of posts. The majority (%) of posts had people in them, primarily young adult White males. There were differences in the amount of exposure posts received across hashtags. Future studies should evaluate how hashtags are being used to monitor individual exposure to regulated substances.

Keywords: Social Media, Nicotine, Tobacco, Cannabis, E-Cigarettes, Cigarettes, Cigars