Analysis of 2.9 million cannabis-related tweets found 23% expressed positive attitudes (mainly about medical value) while 8% were negative (mainly about difficulty quitting), with 42% of users identified as potential cannabis consumers.
Public health communicators, social media researchers, policymakers, and anyone interested in how cannabis is perceived and discussed online.
What the researchers found
Among 2.87 million unique cannabis tweets, positive attitudes (22.6%) centered on medical value while negative attitudes (8.2%) focused on difficulty quitting. The 25-34 age group was most represented among cannabis-using tweeters.
Why it matters
Social media reflects and shapes public cannabis attitudes. Understanding what people actually discuss — medical value vs. quitting struggles — helps public health authorities craft messaging that resonates with real concerns.
The numbers in context
2,865,562 tweets analyzed. 22.62% positive, 8.17% negative, 69.21% neutral. 821,451 unique users, 42.46% potential cannabis users. 25-34 age group most represented.
How the study worked
Content analysis of 2,865,562 unique non-commercial cannabis tweets from February 2022-2023 using deep learning (BERT) for attitude classification and topic modeling (LDA) for theme identification.
What this study cannot tell us
Twitter/X users don't represent the general population. BERT classification has error rates. Cannot verify actual cannabis use from social media claims. Data from one year only.
How to read the evidence
Large-scale social media analysis with advanced NLP methods — strong for understanding online discourse but limited in representing general population attitudes.
When this study was published
Recent analysis (2022-2023 data) capturing cannabis discourse in the current social media landscape.
The bigger picture
The cannabis conversation online is overwhelmingly positive or neutral, with negative content focused on dependence rather than health risks. This information asymmetry may influence public perception and policy attitudes.
Questions still open
- How do social media cannabis attitudes influence real-world use patterns? Should public health campaigns target the specific gap between perceived medical value and quitting difficulties?
Common questions
What do people say about cannabis online?
Does living in a legal state change what people tweet about cannabis?
Read the original research
Content Analysis of Cannabis Discourses on Twitter/X in the U.S.
AJPM focus, 4(6), 100408
Citation
Xie, Zidian; Zhou, Runtao; Yun, Qihao; Wu, Jianghang; Wang, Zhengyuan; Yu, Mengmeng; Wilson, Karen M; Li, Dongmei. (2025). Content Analysis of Cannabis Discourses on Twitter/X in the U.S.. AJPM focus, 4(6), 100408. https://doi.org/10.1016/j.focus.2025.100408