#Delta8: a retailer-driven increase in Delta-8 THC discussions on Twitter from 2020 to 2021

ABSTRACT

Background: Delta-8 tetrahydrocannabinol (THC) has experienced significant cultivation, use, and online marketing growth in recent years.

Objectives: This study utilized natural language processing on Twitter data to examine trends in public discussions regarding this novel psychoactive substance.

Methods: This study analyzed the frequency of #Delta8 tweets over time, most commonly used words, sentiment classification of words in tweets, and a qualitative analysis of a random sample of tweets containing the hashtag “Delta8” from January 1, 2020 to September 26, 2021.

Results: A total of 41,828 tweets were collected, with 30,826 unique tweets (73.7%) and 11,002 quotes, retweets, or replies (26.3%). Tweet activity increased from 2020 to 2021, with daily original tweets rising from 8.55 to 149. This increase followed a high-engagement retailer promotion in June 2021. Commonly used terms included “cbd,” “cannabis,” “edibles,” and “cbdoil.” Sentiment classification revealed a predominance of “positive” (30.93%) and “trust” (14.26%) categorizations, with 8.42% classified as “negative.” Qualitative analysis identified 20 codes, encompassing substance type, retailers, links, and other characteristics.

Conclusion: Twitter discussions on Delta-8 THC exhibited a sustained increase in prevalence from 2020 to 2022, with online retailers playing a dominant role. The content also demonstrated significant overlap with cannabidiol and various cannabis products. Given the growing presence of retailer marketing and sales on social media, it is crucial for public health researchers to monitor and promote relevant Delta-8 health recommendations on these platforms to ensure a balanced conversation.

KEYWORDS:

• Delta-8 THC
• cannabis
• social media
• marketing
• synthetic cannabinoids
• cannabidiol

Disclosure statement

No potential conflict of interest was reported by the author(s).

Supplementary data

Supplemental data for this article can be accessed online at https://doi.org/10.1080/00952990.2023.2222433

Additional information

Funding

This research was supported by an NIH T-32 Predoctoral Training in Advanced Data Analytics to Reduce Substance Use-related Harm [T32 DA 50552-3, PIs: Cooper & Waller].