Table 2.
Prevalence of themes featured in TikTok videos discussing the #backwoods and #swishersweets hashtags related to little cigars and cigarillos (N=811).
| Themes | Videos, n (%) | Likes, median | Likes, mean | Views, median | Views, mean | |
| Entertainment | ||||||
|
|
Music | 559 (68.9) | 15 | 257 | 228 | 2478 |
|
|
Humor | 263 (32.4) | 20 | 624 | 322 | 6732 |
|
|
Smoke tricks | 54 (6.7) | 12 | 694 | 189 | 3843 |
|
|
Pop culture | 41 (5) | 20 | 549 | 247 | 2822 |
| Product presence or use | ||||||
|
|
LCCa presence | 661 (81.5) | 16 | 217 | 242 | 2529 |
|
|
LCC use | 242 (29.8) | 12 | 299 | 204 | 2365 |
|
|
Blunt rolling | 94 (11.6) | 16 | 280 | 225 | 4229 |
|
|
Polysubstance use | 70 (8.6) | 25 | 267 | 277 | 3438 |
| Youth | ||||||
|
|
Youth | 332 (40.9) | 21 | 483 | 298 | 4917 |
|
|
Restrictions on LCC use by adolescents | 4 (<1) | 24 | 112 | 301 | 2474 |
| Product characteristics | ||||||
|
|
Flavors | 232 (28.6) | 18 | 350 | 225 | 3708 |
|
|
Product review | 13 (1.6) | 44 | 2857 | 491 | 15,711 |
|
|
Price | 84 (10.4) | 23 | 564 | 264 | 3994 |
| Marketing and sales | ||||||
|
|
Branding | 182 (22.4) | 15 | 953 | 204 | 6602 |
|
|
Promotions | 13 (1.6) | 4 | 8 | 78 | 213 |
| Other themes | ||||||
|
|
Paraphernalia | 137 (16.9) | 13 | 1564 | 206 | 10,619 |
|
|
Crowds/socializing | 10 (1.2) | 8 | 28 | 229 | 946 |
|
|
Other | 1 (<1) | 11 | 11 | 386 | 386 |
| User testimony | ||||||
|
|
Product sentiment (negative) | 49 (6) | 44 | 983 | 429 | 7545 |
|
|
Product sentiment (positive) | 27 (3.3) | 37 | 485 | 563 | 4128 |
|
|
Product comparison | 23 (2.8) | 44 | 1920 | 671 | 11,277 |
| Positive or negative health effects and addiction | ||||||
|
|
Addiction | 0 (0) | 0 | 0 | 0 | 0 |
|
|
Health warnings | 1 (<1) | 16 | 16 | 187 | 187 |
|
|
Cessation | 0 (0) | 0 | 0 | 0 | 0 |
|
|
Risk taking | 1 (<1) | 107 | 107 | 7359 | 7359 |
aLCC: little cigar or cigarillo.