Objective: Electronic Nicotine Delivery System (ENDS) proprietors strategically placed near college campuses and pervasive marketing on social media platforms, such as Facebook, are critical to the tobacco industry's effort to acquire new young adult users. Understanding the themes used on Facebook to promote ENDS products to college students is necessary to develop public health messaging to combat the vaping epidemic. Methods: We identified 15 ENDS proprietors located near four Big 10 universities and qualitatively analyzed a random sample of their Facebook posts (n = 405) to identify emerging themes using a grounded theory approach. Results: ENDS proprietors in college towns use Facebook to deploy "promotional" messaging (n = 319), to market ENDS products as a means of celebration (n = 40), to establish a sense of "community" (n = 155) among ENDS users, to make "marijuana references" (n = 36), and to "advocate" (n = 27) for ENDS products. Conclusions: These themes may increase social acceptability and use of ENDS products among college students.