Every year, we see new trends within the vaping industry and 2025 has been no exception. This June, 2025, we saw the ban of all single use disposables within the UK. Disposable vape brands have factored in this change and have found an equally low-maintenance solution with the introduction of prefilled pod kit versions of your favourite disposable bars, which brings me to my next point: sustainability is definitely in fashion.
Many vaping manufacturers are also releasing upgraded and improved versions of coils, featuring better cotton and materials that help extend the lifespan of the coil. With the cost of living crisis becoming increasingly pressing, it is understandable why brands are prioritising the need for longevity and expansion.
Another trend at the moment is the release of smarter devices, some devices now even have Bluetooth connection and can notify the user of incoming calls to their phone, for example, the PAVA Horiz Ultra Pod Kit.
Where are these trends coming from, you ask? Typically, it’s social media platforms like TikTok, Instagram and YouTube that drive the buzz, influencing the choice of kits people want and the flavours that sell out instantly.
Every day, viral trends influence customer demand. In this blog, we will break down exactly how social media is influencing vaping trends in 2025. Let's dig in.
TikTok and Instagram Are Driving Vape Trends in 2025
Can you post vapes on social media?
This is very much a hot topic when it comes to queries and search-related questions. Let's break down exactly what the big three, TikTok, Instagram and YouTube allow and don't allow.
1. TikTok
✅ ALLOWED
Official Public Health Campaigns: anti-smoking and harm reduction educational content.
Nicotine-free products or vaping accessories: shown in a non-promotional manner.
Depictions in film, TV, gaming: May still be flagged.
❌ NOT ALLOWED
Selling: Trading, swapping, or offering vapes in any way.
Promotional: Making vaping look cool, fun, or something to try.
Underage use: Any footage of under-18s with a vape, let alone using one.
2. Instagram
✅ ALLOWED
Personal experiences: no glamorisation or branding.
❌ NOT ALLOWED
Branded content promotion: directly promotes vaping or nicotine pouches.
Sponsored content: no affiliate links, paid ads, as well as tags with vape brands.
Brand partnerships: no direct collaborations with influencers and vape brands.
3. Youtube
✅ ALLOWED
Informative or educational: content allowed is varied as long as it follows this tone.
Documentaries and/or news-style content: safety and harm reduction protocols must be followed and included.
❌ NOT ALLOWED
Selling: marketing of a product.
Promotional videos: product links and shop now featured links.
Influencer Hauls & Unboxings
Haul content is when a user shares a video of them sampling a product, which spans far and wide from digital to clothing items. Vaping products have now entered the conversation. Users are taking to social media to sample the latest vaping kits or e-liquid flavours.
This is being done in many different formats, from short-form content for Instagram, TikTok and YouTube Shorts to longer-form videos for YouTube. Unboxing videos are also highly praised by consumers and the audience as they give customers a feel and sometimes even a review of a kit before they make a purchase, especially important if you are purchasing online.
How do Influencer hauls & unboxings influence vaping trends?
Viral videos: boost demand and product trends.
Exclusive products: generating buzz and curiosity.
Influencers recommendations: good or bad, are trusted.
Kit functionality: helping users determine suitability.
FOMO: trending kits/e-liquids with good reviews increase purchases due to social proof.
Social Media Isn’t Just About Trends – It’s Changing Vaping Habits
Social media is not just influencing consumers with the products they purchase; it is also changing and shifting notions on vaping, including habits. Let's delve a little deeper.
Online resources: reviews, how-to guides, and explanations on switching from disposables, nicotine strength, and kit setup.
People trust people: Influences demand by external validation of said product.
Online discovery: replacing in-store searches for vaping products.
How Social Media Can Influence Underage Vaping?
Underage users can access vaping material through trending videos.
Even if content is produced for educational purposes, it still could potentially influence the use of vaping.
The ability to bypass restrictions on social media platforms makes vaping content more accessible.
Algorithmic content may keep vaping content in constant loops on your social media account if you have interacted once with a vape video, which subconsciously could reinforce the glamorisation of vaping.
Staying Responsible in a Social Media World
Social media plays a massive role in influencing trends and building consumers' habits and demands. Here it is essential to us that we market our products ethically, adhering to UK legislation.
Vape Kits Worth the Hype
With the government cracking down on legislation regarding vaping, some social media platforms such as TikTok and Instagram have rules in place to not directly promote vaping. However, users on these platforms have found workarounds to indirectly create and share content for the vaping community.
Users on social media platforms often replace letters with punctuation or numbers in order not to be flagged by regulators on these platforms. Here is an example of TikTok users using ‘V@pe’ to create a community. Even with these workarounds, it is still hard to find a lot of material that isn’t against vaping.
1. Uwell Caliburn G4 Pod Kit
Why is it popular?
Sleek, photogenic design.
Available in a choice of 8 standout colour ways.
The included pod utilises Pro-FOCS Flavour Technology, which helps enhance the flavour production.
Known for its anti-leak attribute, prevents e-liquid mess.
2. Elf Bar 4 in 1 Prefilled Pod Kit
Why is it popular?
First of its kind to allow for four pods to be inserted at the same time in a reusable and rechargeable format.
Elf Bar was the main brand which pioneered the surge and popularity of disposables.
Often praised for its design.
3. OXVA Xlim Pro 2 Pod Kit
Why was it widely spread?
Again, this pod kit is a visually appealing device.
It is a kit that is often praised for its flavour production.
The OXVA Xlim Pro 2 is the second edition of the Xlim Pro, which was a highly rated and sought-after product.
Coming in at just £18.95, the Xlim Pro 2 is a great price point.
The Government Have The Last Say
In the UK, the Tobacco and Related Products Regulations 2016 (TRPRs) and the Communications Act 2003 regulate the use of vaping and advertising. Here’s what they have to say:
Marketing shared online should not be aimed towards people under 18 years of age.
Promotional materials online are banned.
The UK does not allow paid online ads/sponsorships for vaping.
Facts and blogs are allowed.
All retailers must comply with age verification protocols.
Final Words - Stay Ahead of the Trends
Social media continues to shape and reinvent the vaping industry, influencing not just the products we buy but also how we vape day to day. From trending kits to must-try flavours, platforms like YouTube in particular often set the pace for what’s next.