By Kerry Gallagher
Two topics are becoming dominant in teen boys’ social media video feeds: Looksmaxxing and ZYN. If these two terms are new to you, read on.
In a previous Digital Wellness Tip, we talked about how social media algorithms serve up content that is personalized to users. In some cases, it means content that appears in a user’s feed is not what they are looking for but rather what the algorithm predicts they might like based on their previous likes, shares, comments, and time spent on similar topics. Two new topics that may lead to risky behavior for teen boys and young men are trending:
Looksmaxxing: A manosphere term that “refers to the practice of maximizing your physical attractiveness — methodically, relentlessly, and by any means necessary.” Teen boys see videos from creators arguing that physical appearance is the only way to measure a person’s value, pushing a mix of strategies that range from moisturizing skin to limb lengthening surgery, and cruelly tearing down others who do not meet the physical attractiveness standard set by the trend. The most popular looksmaxxing creator is called Clavicular, who is creating a following with its own culture and vocabulary. Learn more about looksmaxxing:
- NBC News (5-minute video): General overview
- BBC News (23-minute video): In-depth explanation
- Mashable Looksmaxxing Glossary (short read): Learn the language of looksmaxxing
ZYN: ZYN is a brand of nicotine pouches—small packets placed between the gum and lip that deliver nicotine without smoke or vapor. On platforms like TikTok, the product has become highly visible in videos that feature humor, memes, and demonstrations of use. The majority of posts portray it positively and rarely mention health risks. Researchers note that these videos frequently feature young male creators known as “ZYNfluencers” and can receive hundreds of millions of views, helping normalize nicotine use in online spaces where many viewers are underage. Public health experts caution that despite being marketed as a cleaner alternative to cigarettes, “no tobacco product is safe,” and the surge of social media attention is contributing to growing interest among young people.
- ABC News (4-minute video): General overview
- CDC Foundation (short read): Learn about the increase in teen nicotine use and potential impact on brain development.
- Read the research on how ZYN-related content on social media is trending here and here.
Once you have learned about these trends, find time to proactively have a conversation with the teens you care about. Moments that are quiet and calm are best: in the car, at mealtimes, or during regular conversations about how things are going for them generally.