Table 1.

LCC-related themes identified in TikTok videos collected with the hashtags #swishersweets and #backwoods. Videos unrelated to tobacco were excluded from the analytic sample.

Theme		Definition
Entertainment
	Humor	Video that has a sarcastic tone, is satirical, or contains pranks, parody, or jokes (this may include memes—graphics or images that encapsulate a concept or catchphrase)
	Music	Song including a chorus or instrumentals
	Smoke tricks	Performing tricks with smoke
	Pop culture	References to rap, hip-hop, or celebrity endorsements (eg, Snoop Dogg or Cardi B)
Product presence or use
	LCCa presence	Visible LCC product packaging, product wrappers, or products displayed on a table, with or without product use; other tobacco products may be present along with LCCs (videos without the presence of actual products, such as those with people discussing, but not showing, LCCs or smoke clouds, were not included in this category)
	LCC use	Self-reported or visible LCC use, including puffing, hitting, rolling, and blowing smoke or an individual holding an LCC
	Blunt rolling	Blunt making (ie, the hollowing out of an LCC and refilling it with cannabis)
	Polysubstance use	Use of an LCC in combination with other substances, such as other tobacco products, alcohol, marijuana, or other illicit drugs
Youth
	Youth	Presence of young people (ie, a person in the video appears younger than 30 years)
	Restrictions on LCC use by adolescents	Use by adolescents of LCCs during or after school hours on school grounds, possibly combined with disciplinary action from parents, schoolteachers, or other authority figures for using, or attempting to purchase, tobacco (before reaching the legal minimum age of 21 years)
Product characteristics
	Flavors	Visible flavored LCC products, including flavor names on product packaging
	Product review	Unboxing or removing items from their packaging and showing them to viewers
	Price	Showing or discussing LCC prices, including their affordability
Marketing and sales
	Branding	Visible LCC logos on merchandise, apparel, and accessories, including, but not limited to, matches, lighters, and ashtrays
	Promotions	Discussing free products, discounts, or coupons (posts in this theme may contain URLs or provide a store’s physical address or other contact information)
User testimony
	Product sentiment (negative)	Expressions of dissatisfaction with LCCs or disdain for their use (this may include descriptions of the product’s quality, burning speed, or dislike of the flavors)
	Product sentiment (positive)	Expressions of approval of an LCC (this may include descriptions of the product’s quality, burning speed, or enjoyment of the flavors)
	Product comparison	Comparisons between more than one LCC product (ie, one product being better or worse than another)
Positive or negative health effects and addiction
	Addiction	Discussions of addiction to nicotine because of LCC use (these posts may demonstrate a person expressing cravings for or a desire for LCCs)
	Health warnings	Expressions of concern about the health effects or adverse effects of LCC use, including lung failure, tongue discoloration, and cancer (these videos may contain scenes of a physician or medical provider offering medical advice; they do not include videos showing the nicotine warning label often seen on tobacco packages)
	Cessation	Quitting nicotine or giving up LCCs
	Risk-taking	Participating in a dangerous behavior to obtain or use an LCC (this may include cliff diving into a lake, sticking an arm into a vacuum, or inducing vomiting or other forms of self-harm)
Other themes
	Paraphernalia	Visible LCC-related materials, such as matches, lighters, and ashtrays, that may or may not include LCC brand logos
	Crowds/socializing	Videos showing groups of people (more than 3)
	Other	Tobacco-related posts that do not naturally fit into the abovementioned themes
	Nontobacco	Content unrelated to tobacco
Video currently unavailable		Post removed by TikTok
The account is private		Post made private by a content creator

^aLCC: little cigars and cigarillos.