Why Cannabis Brands Are Turning to Influencer Marketing
3.04.2019 Trends & Strategy
The cannabis industry is growing rapidly in the US thanks to the expansion of medical marijuana and its legalization at the state level in certain areas. Currently, 10 states and the District of Columbia allow recreational marijuana use, and 33 states allow medical use. Products and services that have become popular over the years range from CBD gummies, vaporizers, topicals, pre-rolled joints, and weed delivery services.
Although cannabis brands are looking to influencers to help promote their products, there is still pushback. Some influencers stray away from partnering with cannabis brands. One reason is that they are afraid of their accounts getting taken down. Instagram states that their marijuana policy doesn’t allow any content that promotes the sale of marijuana regardless of state or country. By promoting cannabis brands, influencers risk alienating followers who may disapprove of marijuana use. They are also concerned that this will deter other brands from wanting to work with them in the future.
As marijuana continues to break the ‘smoker’ stigma, more influencers will open up to opportunities with cannabis brands. If cannabis becomes legal on the federal level, we’ll also see social media platforms update their terms and policies. For now, it’s a game of cat-and-mouse for advertising within the cannabis industry.