Table 1.
Instagram and Pinterest content count by search term and category
| Search Term | Customization | Juice/Flavors | Memes | Marketing | Celebrities | Health Benefits | Anti-Smoking | Models | Tricks | Marijuana | Social Acceptance |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Ecig | |||||||||||
| Instagram (n=100) | 42(42%) | 18(18%) | 10(10%) | 66(66%) | 3(3%) | 1(1%) | 2(2%) | 8(8%) | 13(13%) | 1(1%) | 0(0%) |
| Pinterest (n=100) | 69(69%) | 0(0%) | 14(14%) | 51(51%) | 8(8%) | 3(3%) | 4(4%) | 2(2%) | 0(0%) | 0(0%) | 1(1%) |
| Combined | 111(56%) | 18(9%) | 24(12%) | 117(59%) | 11(6%) | 4(2%) | 6(3%) | 10(5%) | 13(7%) | 1(1%) | 1(1%) |
| Ecigs | |||||||||||
| Instagram (n=100) | 35(35%) | 10(10%) | 3(3%) | 80(80%) | 3(3%) | 0(0%) | 1(1%) | 11(11%) | 7(7%) | 3(3%) | 0(0%) |
| Pinterest (n=100) | 76(76%) | 0(0%) | 10(10%) | 51(51%) | 5(5%) | 5(5%) | 7(7%) | 1(1%) | 0(0%) | 0(0%) | 2(2%) |
| Combined | 111(56%) | 10(5%) | 13(7%) | 131(66%) | 8(4%) | 5(3%) | 8(4%) | 12(6%) | 7(4%) | 3(2%) | 2(1%) |
| Electronicigarette | |||||||||||
| Instagram (n=100) | 35(35%) | 13(13%) | 10(10%) | 58(58%) | 2(2%) | 2(2%) | 7(7%) | 8(8%) | 9(9%) | 2(2%) | 0(0%) |
| Pinterest (n=100) | 16(16%) | 2(2%) | 9(9%) | 50(50%) | 11(11%) | 4(4%) | 7(7%) | 19(19%) | 5(5%) | 1(1%) | 3(3%) |
| Combined | 51(26%) | 15(8%) | 19(10%) | 108(54%) | 13(7%) | 6(3%) | 14(7%) | 27(14%) | 14(7%) | 3(2%) | 3(2%) |
| Vape | |||||||||||
| Instagram (n=100) | 32(32%) | 12(12%) | 6(6%) | 52(52%) | 1(1%) | 1(1%) | 2(2%) | 13(13%) | 21(21%) | 8(8%) | 0(0%) |
| Pinterest (n=100) | 66(66%) | 1(1%) | 11(11%) | 43(43%) | 2(2%) | 9(9%) | 13(13%) | 3(3%) | 0(0%) | 0(0%) | 4(4%) |
| Combined | 98(49%) | 13(7%) | 17(9%) | 95(48%) | 3(2%) | 10(5%) | 15(8%) | 16(8%) | 21(11%) | 8(4%) | 4(2%) |
| Vaping | |||||||||||
| Instagram (n=100) | 38(38%) | 17(17%) | 6(6%) | 51(51%) | 0(0%) | 3(3%) | 3(3%) | 13(13%) | 19(19%) | 8(8%) | 0(0%) |
| Pinterest (n=100) | 57(57%) | 0(0%) | 16(16%) | 31(31%) | 7(7%) | 6(6%) | 14(14%) | 1(1%) | 0(0%) | 0(0%) | 5(5%) |
| Combined | 95(48%) | 17(9%) | 22(11%) | 82(42%) | 7(4%) | 9(5%) | 17(9%) | 14(7%) | 19(10%) | 8(4%) | 5(3%) |
| Vapor | |||||||||||
| Instagram (n=100) | 30(30%) | 23(23%) | 7(7%) | 62(62%) | 0(0%) | 3(3%) | 4(4%) | 9(9%) | 17(17%) | 2(2%) | 0(0%) |
| Pinterest (n=100) | 65(65%) | 4(4%) | 11(11%) | 56(56%) | 3(3%) | 7(7%) | 7(7%) | 3(3%) | 1(1%) | 0(0%) | 3(3%) |
| Combined | 95(48%) | 27(14%) | 18(9%) | 118(59%) | 3(2%) | 10(5%) | 11(6%) | 12(6%) | 18(9%) | 2(1%) | 3(2%) |
| Vapelife | |||||||||||
| Instagram (n=100) | 35(35%) | 18(18%) | 1(1%) | 54(54%) | 2(2%) | 0(0%) | 5(5%) | 22(22%) | 21(21%) | 5(5%) | 2(2%) |
| Pinterest (n=100) | 66(66%) | 2(2%) | 13(13%) | 39(39%) | 6(6%) | 1(1%) | 1(1%) | 5(5%) | 3(3%) | 0(0%) | 0(0%) |
| Combined | 101(51%) | 20(10%) | 14(7%) | 93(47%) | 8(4%) | 1(1%) | 6(3%) | 27(14%) | 24(12%) | 5(3%) | 2(1%) |
| Vapelyfe | |||||||||||
| Instagram (n=100) | 35(35%) | 27(27%) | 1(1%) | 58(58%) | 3(3%) | 1(1%) | 4(4%) | 13(13%) | 14(14%) | 2(2%) | 2(2%) |
| Pinterest (n=100) | 84(84%) | 4(4%) | 7(7%) | 46(46%) | 0(0%) | 1(1%) | 1(1%) | 1(1%) | 1(1%) | 0(0%) | 0(0%) |
| Combined | 119(60%) | 31(16%) | 8(4%) | 104(52%) | 3(2%) | 2(1%) | 5(3%) | 14(7%) | 15(8%) | 2(1%) | 2(1%) |
| Vapeporn | |||||||||||
| Instagram (n=100) | 57(57%) | 20(20%) | 2(2%) | 60(60%) | 0(0%) | 1(1%) | 5(5%) | 12(12%) | 8(8%) | 4(4%) | 2(2%) |
| Pinterest (n=100) | 77(77%) | 4(4%) | 1(1%) | 48(48%) | 0(0%) | 0(0%) | 0(0%) | 4(4%) | 2(2%) | 0(0%) | 0(0 %) |
| Combined | 134(67%) | 24(12%) | 3(2%) | 108(54%) | 0(0%) | 1(1%) | 5(3%) | 16(8%) | 10(5%) | 4(2%) | 2(1%) |
| Total | |||||||||||
| Instagram (N=900) | 339(38%) | 158(18%) | 46(5%) | 541(60%) | 14(2%) | 12(1%) | 33(4%) | 109(12%) | 129(14%) | 35(4%) | 6(0%) |
| Pinterest (N=900) | 576(64%) | 17(2%) | 92(10%) | 415(46%) | 42(5%) | 36(4%) | 54(6%) | 39(4%) | 12(1%) | 1(0%) | 18(2%) |
| Total (N=1800) | 915(51%) | 175(10%) | 138(8%) | 956(53%) | 56(4%) | 48(3%) | 87(5%) | 148(13%) | 141(8%) | 45(2%) | 24(1%) |