Cannabis & Content Marketing
How Cannabis brands can optimize their digital marketing Strategies for maximum growth
Until recently, cannabis was illegal throughout the United States on both state and federal levels. Although still illegal federally, political and public perception of cannabis and cannabis-derived products, such as CBD, has dramatically shifted. An overwhelming majority of Americans believe cannabis should be legal for any use. Cannabis is now fully legal for recreational use in 11 states and approved for medical use in 36 states. With CBD products lining the shelves of popular retail giants such as Sephora and Walgreens, cannabis products are becoming more ubiquitous, mainstream, and accessible.
The cannabis industry in the U.S. continues to boom. Hover over the legal status tiles to view where cannabis is currently prohibited, approved for medical use, and fully legal for recreational use.
The State of the Cannabis Market
Prohibited
Medically Legal
Fully Legal
There are over 1,000 different brands of CBD products on the U.S. market
Cannabis sales are projected to hit $41 billion in 2025
11
states have legalized cannabis for recreational use
states have legalized medical use of cannabis
33
Sources: Pew Research Center, Gallup, Fit Small Business, Fortune, Nielsen, Green Entrepreneur, Brightfield Group
of Americans between 18-29 report that they are regular users of cannabis
22%
all all American adults
Compared to
12%
the average annual growth of United States CBD sales, showing Americans are embracing CBD.
107%
of cannabis users consume for social or recreational purposes
71%
of Americans favor legalizing cannabis for all uses
67%
Challenges in Cannabis and CBD Advertising
With constantly changing rules surrounding cannabis and CBD advertising, it can be difficult for brands to determine the best course of action.
The cannabis industry is highly regulated, so a comprehensive understanding of local, state, and federal rules is vital before engaging in any marketing activities. Although the list of industries that must navigate highly restrictive laws is long—alcohol, tobacco, and insurance, for example— laws surrounding the cannabis industry are especially demanding because it is still prohibited at a federal level.
The rules that govern cannabis marketing at the state, city, and county levels are extremely specific and can't be ignored. For example, California law states that television, print, digital, and radio advertisements can only be displayed if at least 71.6% of the audience is expected to be 21 or older. Brands in the cannabis industry need to take the time to research the applicable laws in the regions they operate in and should look for experts in the space when evaluating new advertising partners. Interested in social media advertising? Be prepared to face more obstacles. Every social media platform has its own rules that brands need to play by when it comes to cannabis advertising. Facebook and Instagram officially prohibit all advertisements supporting the sale of "illegal, prescription, or recreational drugs." That means medical and recreational cannabis is out. CBD doesn't technically fit into any of those categories, however, Facebook has historically banned CBD and hemp advertisements. It is possible to get around Facebook's vague CBD rules by writing vague captions that don't mention the word "CBD" and using photos without products featured, but this can be a risky game as Facebook has caught CBD advertisers in the past using this method and banned them from the platform. Google Ads and YouTube prohibit cannabis and CBD advertisements, yet "hemp" related messaging is allowed. Twitter allows topical CBD ads, but brands are not allowed to make any health-related claims.
The limitations that states use to restrict marijuana marketing commonly include:
Age restrictions. Target audiences must be 21+.
Outdoor advertising is restricted in many states because of the possibilty of exposure to children. For example, San Francisco prohibits cannabis ads on public transportation, at bus stops, and at train stations.
Safety and health-related claims are not allowed. However, brands are allowed to distribute educational content about products.
Challenges in Cannabis & CBD Marketing
Digital Advertising Guidelines
When it comes to cannabis, many digital advertisers like to play it safe. With uncertain regulations and constantly changing laws, this means that digital advertising policies can be tricky to navigate. We broke down each platforms rules for you on the next page.
Facebook & Instagram
Google Ads
Social Media Guidelines
Facebook and Instagram do not allow any ads that promote the use or sale of illegal, prescription or recreational drugs, meaning no cannabis or CBD content is allowed. Many brands use hacks to get around these rules, but this can be a risky game to play as even major industry leaders such as Kiva have had their accounts banned. However, individuals are allowed to post about cannabis. Because of this, influencer marketing, especially on Instagram, is a popular way for brands to reach new audiences.
Google prohibits ads for recreational drugs and has cannabis listed under the "Dangerous products and services" section in their advertising guidelines. Ads for mind-altering substances, products or services that facilitate the use of cannabis, and instructional content about "producing, purchasing, or using recreational drugs" are banned. Tobacco-related advertising is also banned. CBD ads are in a grey area, with some advertisers having success and others being blocked. However, hemp-related messaging is allowed.
According to their official advertising policies, Twitter prohibits ads that promote the use of cannabis, cannabis dispensaries, and cannabis-related accessories. However, cannabis advertisers are allowed to run ads in Canada as long as they follow Twitter's guidelines, such as no depictions of animals or cartoon characters. Since cannabis is still illegal on a federal level in the United States, Twitter only allows topical CBD advertisements and only in specific states and regions, targeting people over 21 years old.
Twitter
Sponsored and branded content involves partnering with publishers to produce editorial articles that live on the publication of the brand's choice and can be promoted through native ads, social media, email marketing, and more. This approach allows cannabis brands to speak directly to their target audience to educate them on products, build brand awareness, and share what makes their brand unique. At the StoryStudio, we partner with cannabis brands to produce valuable stories, publish their content on regional Hearst properties, and deliver it to their target audiences.
Sponsored & Branded Content
The benefits and uses of cannabis are abundant and various. But the more you can specify what makes your products special, the more of an engaged and loyal customer base you will have. Does your product help relieve aches and pains? Is it designed to spark creativity or reduce anxiety? Where do you fit, and where can you shine? Don’t feel the need to lump your brand or business in with all the rest. Focus on brand differentiation if you want a strong cannabis marketing strategy. As you craft your brand to better meet specific audience expectations, wants, and needs, you will succeed—not only in satisfying current customers but also in attracting new ones.
Even though there the cannabis industry is booming, there is no denying that cannabis brands face numerous challenges. To succeed cannabis brands must overcome unclear and continuously changing rules and restrictions, legality issues, and consumer confusion. One of the most difficult challenges cannabis brands face is standing out in an oversaturated marketplace. To survive cut-throat competition, cannabis brands need a well-defined brand voice, clear message, and a strategic marketing plan. Specifically, you will need to do what most cannabis brands fail to accomplish—determine where you fit in.
For example, CBD has been hailed as a substance with a wide range of uses. Even so, if you're developing a CBD product, you need to hone in on who your product is designed for, what makes it special, and why someone should choose it over the others. Without figuring out how to position your product or service within the market, you won't be able to convince customers that it's right for them. Take a look at other brands. Do they have a unique mission that compels or a specific brand mission that sets them apart? Or do these brands essentially sell the same products that fail to consistently capture the attention of new customers?
To thrive in a wildly competitive market, determining brand fit is vital.
Focus on brand differentiation if you want a strong cannabis marketing strategy.
Storytelling & Cannabis
Storytelling helps cannabis brands stand out in an increasingly competitive marketplace.
Once you have solidified the visual elements of your brand’s identity, figure out where your brand fits into (or stands out from) the market. What does your brand stand for? What sets it apart from everyone else, and why is it even taking up space in the industry? Learning your brand’s purpose can help you answer these questions. Plus, these answers will later be worked into content used in your brand’s marketing strategy. After crafting a strong, recognizable identity, make sure it gets seen! Market your brand at industry trade shows and events, industry publications and websites, and on social media platforms (you will have to abide by rules and restrictions, of course). Your goal is to intensify the impression made on prospective and current customers. Do this, and your brand recognition and visibility will skyrocket.
Your goal is to intensify the impression made on prospective and current customers.
Although an identity is more than just visual design, make sure your packaging, logo, and other visual content pieces don’t just mirror everybody else’s. Consider consulting design professionals so you won’t fall into the trap of using the same old clichéd images already popular with the rest of the market.
Crafting a distinct identity around your cannabis products is important. Marketing this distinct identity is crucial.
At the heart of any business is a core identity. And at the heart of any successful business is a well-planned marketing strategy that highlights and communicates this core identity for consumers to see and enjoy. With the cannabis industry growing at a rapid rate, more and more cannabis products and services are appearing on the scene—and they’re starting to look the same. You’ll see the same green, cannabis leaf imagery that makes these products easy to recognize as cannabis-related, but at the same time, the individual identity of each brand becomes indistinguishable. You know these products function to accomplish the same things, but do you know what makes each brand special or unique?
Storytelling + Cannabis
If you want to market cannabis, why not just state the facts?
Most cannabis enthusiasts are aware of the plant's healing properties and there is a large amount of data supporting just how beneficial it can be. Why shouldn't cannabis brands just communicate the statistics to consumers and call it a day? The reality is that decision-making is often informed by emotion. What's more attractive to consumers: a fact-filled product pitch or an advertisement that tugs at the heartstrings and makes the viewer feel something? Your brand story—a narrative thats shares your brand's history, missions and values— can use emotional appeals to build a relationship with consumers. All of the content you create should be built off of this emotional narrative to both stay cohesive with your branding and impact your target audience. Without a unique and engaging story, your cannabis products might blend all too easily into the entire cannabis ecosystem. Your goal should be to design a unique identity for your brand to allow it to stand out in an increasingly competitive marketplace. How the public perceives cannabis has evolved over the years—and so have the types of stories about cannabis that engage them. For example, a growing number of brands are presenting stories about the positive role of cannabis in a healthy lifestyle. Narratives may focus on the cognitive effects of cannabis, how it soothes pain and relaxes the mind, and how it inspires introspective thought. These stories are generally told to audiences across gender and generations, among both professionals and creatives.
Our job as content marketers is to make sure readers stay engaged and progress through the marketing funnel in a way that makes sense. Everyone has a finite number of minutes to spend looking at a screen each day. All content, regardless of where it sits in the funnel, should be useful, memorable, and interesting enough that your audience chooses to spend that time with you and enjoys interacting with your brand. The power of storytelling is especially evident when it comes to marketing cannabis, which has a very enthusiastic consumer market. Much like any other group of consumers, cannabis buyers desire personal connection with the brands they purchase from. It’s more important now than ever before to emotionally engage your customers with a story.
The power of storytelling is especially evident when it comes to marketing cannabis, which has a very enthusiastic consumer market.
A brand story’s power lies in the emotions it stirs in the audience. How will the story make others feel? If you have to spell out what you want your audience to feel, the story will feel forced and will be less effective—and naturally, you should concentrate on showing, not telling. Create a narrative that indirectly expresses a message without making it obvious that you are selling something. If you can craft a story that is shareable, the story will be infinitely more effective. When consumers are compelled to share your work on social media and through word-of-mouth because it resonates with them, you'll gain more brand visibility organically.
You should use storytelling to not just entertain your audience, but inform them by sharing your mission, values and brand messaging. Told effectively, the story can sway your target audiences’ purchasing decisions.
The customer journey begins and ends with content. No matter what kind of brand or business you have, you will always need a story to tell.
The facts about your product can be interesting, but ask yourself, will they bore or entertain your audience? Connect with consumers on an emotional level to encourage them to build a relationship with your brand. Can you make the customer feel a particular way? Does your story convey a feeling? Your goal should be to make an impression and inspire your audience.
Sell a
What does your target audience want? What do they need? And how can your narrative show that you are the only one who knows how to make the desired impact on consumers’ lives? These are the questions you should be asking yourself when designing your brand positioning and value proposition.
Research
Although you want your content to reach as many people as possible, you can't appeal to everyone. It's important to develop marketing personas to hone in on key segments of your audience and craft content with them in mind. Using personas allows marketers to gain valuable insights into their audience's perspective and understand how to better appeal to them.
Start
Lastly, and most importantly, don’t craft a story or message based on what you think people want to hear. Instead, focus on nurturing an authentic connection by speaking about what’s real about your company or brand. Stay true to your brand. People can see through pandering and you'll leave a bad taste in your target audience's mouth.
Be
Feeling
Customer Needs
Small
Authentic
Content also needs to be of the highest quality. Low-quality content can negatively impact your brand while high-quality content can impact your business goals and growth. Focus on sharing your brand values, educating users on your products, and entertaining your target audience with content customized to buyers’ needs and desires. After you create your content, you need to put it in front of the right people. For example, if your business specializes in cannabis dispensary interior design, you would send messages out to cannabis dispensary license holders, but not cannabis cultivators. If the message you create is right but the audience is wrong, then you are wasting your time.
B2B– or business to business– content marketing techniques typically rely on the same basic principles as B2C– business to consumer– tactics, but are executed differently to accommodate how B2B buyers make purchasing decisions. Consumers typically make buying decisions quicker than B2B buyers and both groups have different priorities. B2C buyers usually make more emotion-based decisions, while B2B buyers have to be more rational. Cannabis B2B marketers should focus on generating and distributing content that appeals to cannabis dispensaries, retailers, distributors, and microbusinesses by identifying what makes their brand valuable.
B2B vs B2C Cannabis Marketing
When you craft content worth sharing, you’ll be confident in promoting this same content over and over! Be clear, accessible and honest, and connect with cannabis businesses in all stages of their buying cycle.
Strategies for Cannabis Marketing
Of all the marketing practices in use today, content marketing is one of the most effective, no matter the company or field. The cannabis industry especially has much to gain from content marketing.
If you’re selling cannabis products or services, your content marketing strategy matters. You will need to comply with advertising restrictions and laws while positioning your brand in a crowded marketplace.
Your content represents your brand. To stand out from the crowd, it’s important to share both valuable stories and visually appealing videos and images that will engage your target audience while staying true to your brand. A survey from Cannabis Business Executive found that the “number one issue B2B buyers have with the content they receive from other businesses is that the content is neither authentic nor substantive."
Storytelling is essential.
1
Your content should be easy to find — your users shouldn’t jump through hurdles to enjoy the videos, and infographics that you've invested your time and money in. While creating great content is key, delivering that content to its target audience is a central part of an effective content marketing program. All content created by the StoryStudio includes a promotional plan. We leverage premium advertising inventory, our social networks, our proprietary data, and optimization technology across all platforms to maximize engagement.
2
Put yourself out there.
You know by now that all content you put out should be valuable, but are you sure that it is relevant to the wants and needs of the consumer? Do your research on your target audience. What do they care about? What can you say through your content that is relevant to their problems, pain points, and issues? If you want a potential buyer to read your content, give your audience content that will clearly and directly impact their lives in some capacity.
3
Design with your audience in mind.
Success Stories
View Story
Check out a few of the stories we've told with our partners in the cannabis industry.
