An analysis of social media strategies used to promote the e-cigarette brand Vuse

Social media has been instrumental in the promotion of electronic cigarette (e-cigarette) brands globally. As a result of concerns around these types of promotions, many countries have introduced policies to restrict aspects of digital e-cigarette marketing, along with some restrictions introduced by social media platforms. This paper critiques the Instagram account of the leading global e-cigarette brand 'Vuse', owned by British American Tobacco. Focusing on the Instagram account @Vuse.Worldwide, this study explores the strategies and techniques used in this account to promote the Vuse brand in an international context. Using content analysis methods, we extracted images, videos, and metadata for the posts made by the Vuse account between 1 August 2023 and 31 July 2024. We identified the most viewed and liked content, associated social media influencers, and brand collaborations and assessed the potential reach of these strategies. We identified 405 posts for the study period: 128 images and 277 Reels (short-form videos). We found that content that tagged Formula 1 race team McLaren had the most views and likes. Other popular content linked to music festivals, DJs, art, and designers (n = 65) who were frequently tagged in the study sample. The Vuse Worldwide Instagram account used brand collaborations, such as a 'principal partnership' with Formula 1 team McLaren, to extend its brand reach and capitalize on the racing team's extensive global audience. Other collaborations with music festivals and influencers show that the company continues to deploy its product marketing strategies to position products within youth culture.