When your teen scrolls TikTok or Instagram, chances are vaping shows up somewhere in their feed. It might be influencers showing off colorful devices, quick videos of “vape tricks,” or memes that make vaping look harmless and fun. These are powerful images, and they are not random. Vape companies design this content to make vaping look trendy while downplaying the real risks.
Social media has amplified teens’ access and exposure to vaping and vaping products. And because the relationship between mental health and social media is already so complicated, the connection between vaping, online influence, and how teens feel about themselves is worth looking at more closely.
Social Media as a Gateway
Targeted ads, viral posts, and casual mentions by influencers can spark teens’ curiosity. Research shows that exposure to vaping-related content online increases the likelihood that teens will experiment with it. There are a few different ways this is presented:
- Vaping is framed as “normal.” When teens see peers or influencers vaping casually, it can feel like just another part of growing up, and can reinforce the idea of vaping being part of one’s identity.
- It’s packaged as harmless. Posts often leave out or downplay the risk of addiction and other negative health effects, such as an increase in depression, irritability, and anxiety.
- It looks cool. Bright colors, sleek designs, and appealing flavor names like “cotton candy” or “mango ice” make vaping devices look like fun, trendy accessories.
When you look at it this way, it’s clear that vaping’s appeal isn’t just about the product: it’s about the story being told around it. Social media can make unhealthy habits feel normal, harmless, and even desirable. By recognizing how those messages show up in your teen’s feed, you’re better equipped to talk with them about what’s real versus what’s marketing. More importantly, you can help them explore safer, more lasting ways to cope with stress, find belonging, and express themselves.
How You Can Support Your Teen
You can help your teen navigate vaping online by helping them build their media literacy skills, or their ability to think critically about the messages behind what they see online.
You might start by asking what shows up in their feed and what they think about it. A curious question like, “What kind of posts about vaping do you notice on TikTok?” can open the door. From there, you might wonder together, “Do those posts make vaping seem more common than it really is?” or “What do they leave out about the risks?” Sometimes feelings of shame about vaping can make it harder for teens to bring up vaping to parents or caregivers themselves, keeping your approach curious and nonjudgmental will help them feel safe to open up.
You can also talk about why certain posts show up in their feed. Social media apps track what your teen clicks on, watches, or likes, and then show more of the same kind of content. Even small changes in what they see each day can shift how “normal” vaping looks, whether that’s unfollowing an account that makes vaping seem harmless or following one that focuses on hobbies or mental health. Exploring those choices together can help your teen see that their feed isn’t filled with misinformation, and that they have some control over what they’re taking in.
It’s also important to encourage balance beyond social media. Joyful, real-world activities—like sports, music, art, or hanging out with friends can ease the pressure of what teens encounter online. And by weaving vaping into the conversations you’re already having about social media, you add another layer of support. With your presence and guidance, your teen can make choices that support their well-being.
This blog is for informational and educational purposes only. It is not intended to provide medical or mental health advice. If you have concerns about your child’s health or well-being, please consult a qualified healthcare or mental health professional.
