Cannabis and derived products are legal in a growing number of states and countries around the world. “Big deal,” says social media. You have to wonder about this stance, considering it means they’re avoiding their share of what’s trending to be a $73.6 billion market by 2027.
Clearly, social media isn’t ready for cannabis. Again, you have to wonder about this position because an estimated 3.6 billion people worldwide use social media – that’s about a 49% penetration. Cannabis companies would willingly invest to reach these prospects. Nevertheless, straightforward advertising in the form of sponsored posts remains impossible.
Don’t rule out social media as a powerful element of your cannabis marketing. You can’t buy awareness, but you can earn it. The world is ravenous for education and perspective about something that’s been illegal to possess for nearly a century. There’s scant scientific research – at the moment – because of the difficulty involved in studying an illegal Schedule I drug. Any research requires approval by the United States Drug Enforcement Administration (DEA).
The foundational objective of social media is to share information with others. Successful cannabis brands understand this and keep shareable information focused on education. These conversations will vary based on demographics. An effective social media strategy for cannabis brands should take an educational approach.
They should also be prepared for frustrations and what might seem like astronomical losses when using social media. Rules and regulations seem arbitrary. Large and recognizable cannabis brands have had their social media accounts deactivated, losing their connection with tens of thousands of followers. It’s crucial to ensure that you use consistent messaging featuring a call-to-action (CTA) that creates a direct connection with social media followers. This is especially important as you won’t be able to use social media for e-commerce.
“Thrive inside the box.” That’s a phrase CBD Strategy Group Jenn Larry uses to describe the most efficient way to master using social media as a cannabis brand. In a LinkedIn article she published, Larry argued that cannabis needs understanding more than marketing. She believes that as an industry, cannabis brands should “bind themselves to the obligation of educating their users, whether adult or medical. The shift is to stop thinking you need to ‘promote’ in order to ‘connect & convert.’ You can still have thoughtful, creative, and meaningful experiences even with restrictions.”
True innovation only happens when you stop thinking within the confines of the norm.
There are a few celebrities who openly endorse cannabis and its products. Most cannabis companies, however, choose to work with social media influencers. It’s easy to find them. They’re just a Google search away.
There are pros and cons to working with influencers. Cannabis marketers need to remember that consumers often trust influencers more than brands, meaning that it’s crucial to have a deep level of trust and understanding with someone who has a better relationship with prospects than you do.
There are legal implications to consider, too. The cannabis company would be on the legal hook if a social media influencer runs afoul of the complicated cannabis regulations and Federal Trade Commission (FTC) guidelines surrounding cannabis. Generic and simple influencer contracts are not advised.
E-commerce and social media are merging. Tap on something you like in an Instagram post, and it’s becoming increasingly likely that you can buy it. Unless it’s cannabis. The general prohibitions for the industry continue to be: No selling. No prices. No promotion.
You know the box. You also know that consumers currently remain just as hungry for education and perspective as they do for actual cannabis products. That’s something you can accommodate – and without consequences. Use social media to accomplish what it does best. Connect your cannabis brand with like-minded people who are aligned with your beliefs and philosophies.
Want to learn more about marketing your cannabis brand? Check out our blog to find out effective marketing tactics.