Reach and engagement
| E-cigarettes | Hookah | Cigars | Smokeless | Overall* | |
| Page statistics | |||||
| # followers: median (n) category total | |||||
| 61 400 (29) | 10 592 (11) | 5541 (15) | 314 (3) | 8 066.5, (58) | |
| 2 455 403 | 166 843 | 854 062 | 54 696 | 3 531 004 | |
| 24 392.5 (28) | 7 376 (10) | 12 261 (12) | 6 056.5 (2) | 9 818.5 (52) | |
| 1 245 917 | 110 532 | 221 634 | 12 113 | 1 590 196 | |
| YouTube | 1727.5 (27) | 125 (5) | 234.5 (6) | 1 700 (1) | 967.25 (39) |
| 111 899 | 1 480 | 10 309 | 1 700 | 125 388 | |
| 14 252 (27) | 356 (10) | 4 226.5 (10) | 458 (2) | 2 342.25 (49) | |
| 95 872 | 19 760 | 73 170 | 916 | 189 718 | |
| 90 (21) | 59.5 (4) | 338 (1) | – | 90 (26) | |
| 5 193 | 211 | 338 | 5 742 | ||
| # page views: median (n) category total | |||||
| YouTube | 169 693.5 (28) | 54 466.5 (6) | 7 935 (6)† | 12 101 (1) | 33 283.75 (41) |
| (16 326 081) | (553 045) | (3 970 649) | 12 101 | 20 861 876 | |
| # monthly viewers: median (n) category total | |||||
| 1 250 (12) | 554 (2) | –‡ | – | 902 (15) | |
| 80 158 | 1108 | 81 266 | |||
| Of the three most recent posts… | |||||
| … median likes (n) | |||||
| 429 (29) | 82 (11) | 218 (15) | 26 (3) | 150 (58) | |
| 12 (28) | 8 (10) | 29.5 (12) | 15.5 (2) | 13.75 (52) | |
| YouTube | 10 (28) | 9 (6) | 2 (7) | 38 (1) | 9.5 (42) |
| 7 (27) | 0 (10) | 10.5 (10) | 13.5 (2) | 8.75 (49) | |
| Tumblr | 0 (13) | 0 (1) | 0 (3) | – | 0 (17) |
| … median comments (n) | |||||
| 6.5 (29) | 4 (11) | 6.5 (15) | 1 (3) | 5.25 (58) | |
| 2 (28) | .5 (10) | 1 (12) | 3.5 (2) | 1.5 (52) | |
| YouTube | 2 (27) | .5 (6) | 0 (7) | 8 (1) | 1.25 (41) |
| 0 (27) | 0 (10) | 0 (10) | 2.5 (2) | 0 (49) | |
| 0 (21) | 0 (4) | 0 (1) | – | 0 (26) | |
| Tumblr | 0 (13) | 0 (1) | 0 (3) | – | 0 (17) |
| … median shares (n) | |||||
| 0 (28) | 1 (10) | 2.5 (12) | 1 (2) | 1 (52) | |
| 1 (27) | .5 (10) | 2 (10) | 18 (2) | 1.5 (49) | |
| 0 (21) | 3 (4) | 0 (1) | – | 0 (26) | |
| Tumblr | 0 (13) | 0 (1) | 0 (3) | – | 0 (17) |
| … % where brand responded to comment on at least one post (n/N) | |||||
| 14.8 (4/27) | 45.5 (5/11) | 20 (3/15) | 0 (0/3) | 21.4 (12/56) | |
| 12 (3/25) | 0 (0/9) | 25 (3/12) | 0 (0/2) | 12.5 (6/48) | |
| YouTube | 25 (7/28) | 16.7 (1/6) | 0 (0/7) | 0 (0/1) | 19.0 (8/42) |
| 20 (5/25) | 0 (0/9) | 0 (0/10) | 0 (0/2) | 10.9 (5/46) | |
| 0 (0/18) | 0 (0/4) | 0 (0/1) | – | 0 (0/23) | |
| Tumblr | 0 (0/13) | 0 (0/1) | 0 (0/3) | – | 0 (0/17) |
| … % where at least one post was reposted content (n/N) | |||||
| 27.6 (8/29) | 36.4 (4/11) | 6.7 (1/15) | 33.3 (1/3) | 24.1 (14/58) | |
| 14.3 (4/28) | 0 (0/10) | 25 (3/12) | 0 (0/2) | 13.5 (7/52) | |
| YouTube | 3.6 (1/28) | 0 (0/6) | 0 (0/7) | 0 (0/1) | 2.4 (1/42) |
| 14.8 (4/27) | 20 (2/10) | 50 (5/10) | 50 (1/2) | 24.5 (12/49) | |
| 4.8 (1/21) | 0 (0/4) | 0 (0/1) | – | 3.8 (1/26) | |
| Tumblr | 15.4 (2/13) | 0 (0/1) | 33.3 (1/3) | – | 17.6 (3/17) |
Denominators were taken from table 1. Medians are reported instead of means because of outliers.
*We calculated overall medians by taking the median of the medians on each platform.
†This was not visible for one brand (La Gloria Cubana).
‡This was not visible for the cigar brand on Pinterest (Swisher Sweets).