The use of social media has become a ubiquitous part of our daily lives. It's no surprise, then, that influencer marketing has become an extremely important advertising tactic. By one estimate, influencer marketing will become a $16 billion industry by 2022, a figure that has nearly doubled in two years. Influencer marketing, which essentially involves recruiting content creators to promote a brand, is becoming an increasingly valuable tool and loophole for cannabis businesses facing the familiar demands and restrictions associated with paid advertising. Influencers on Instagram, Facebook, Twitter and TikTok can generally showcase and promote cannabis without offering direct sales, although there have been numerous cases of social media influencers' accounts being deleted or censored due to cannabis content.
But despite its risks, influencer marketing is becoming a proven strategy for brands looking to expand their reach and differentiate themselves. Not all influencer marketing partnerships are created equal, and there are ways to move forward while maximizing your ROI.
However, here are five key steps to help cannabis brands embrace this revolutionary approach and engage in meaningful influencer marketing.
The true lives forever, the false is exposed.
Understand that you can start from the bottom, not here, not yet. Brands should avoid grandiose or exaggerated claims, both in terms of influence (Coca-Cola cannabis does not currently exist) and credibility. For example, you might be tempted to advertise your fast-acting products by saying they “work in minutes,” but even that is too much since the typical onset of action is 15–20 minutes. Make sure your company has written evidence to prove everything, including third-party laboratory testing and compliance with any other applicable government regulations. Using hyperbolic language or promoting a poorly tested product is not worth the risk of getting into trouble with the Federal Trade Commission, advertising partners and, of course, your customer base.
No new friends yet, start locally
Since cannabis regulations vary from state to state and very few brands have true national recognition, start by connecting with local influencers. Determine who is creating content in your city and whether it would be a good fit for your brand.
The Rolling Stone Culture Council is an invitation-only community of influencers, innovators and creatives. Am I eligible?
Know yourself and the influencer's audience
Thanks to enormous cultural and scientific advances, we as a society have been able to integrate cannabis into various aspects of our daily lives, resulting in different brands and products targeting different consumer groups. . So it goes without saying that your brand's target audience should be the same as the influencer's audience. And you need to create curated content that targets a specific audience. But how can a company check this? Before hiring an influencer to promote your product, take a close look at their social media profiles to get an in-depth look at their content, personality, aesthetics, and image. Learn more about analytics, engagement, and the demographics (and geography) of your reach. Legitimate influencers should already have experience creating and sharing this data. And while follower count is important, the most important statistic is often the one mentioned above. Consider the quality and engagement of your followers, not just the mass of people who may not even be able to access your product because they are in other states where your brand is available.
One might say that this statement is false; "Premium" and "High Quality" are not indicative of a trademark.
Two of the most clichéd and overused statements in cannabis branding are “premium” and “luxury.” Luxury is not a quality that can be manufactured. It is a general and aesthetic feeling. Don't hide behind lazy branding; Instead, save a hundred and figure out why you make this product and why someone should choose your brand or interact with your message. Additionally, make sure that you and your brand's potential influencer marketing partner agree to existing influencer marketing guidelines. First, influencers must disclose their professional relationship with the brand they are promoting through a disclaimer or designation. Cannabis content creators must confirm the required language in their bio, whether it is “21+” to avoid age restrictions and clearly state that their content is not intended for minors, or in a different language.
The result is income.
These days, it's difficult to secure quality influencer marketing partnerships through a simple product exchange or sample deal. Brands should consider the influencers they work with as legitimate advertising vehicles, such as a paid celebrity spokesperson or an ad in a print magazine. However, don't be afraid to negotiate: many influencers will send you introductions for a fixed price, but may be willing to negotiate a deal within your budget, especially if there is the possibility of a long-term working relationship. Additionally, some cannabis influencers are reportedly open to affiliate marketing, rather than paying up front and receiving a commission on affiliate sales. But this can be a difficult option due to the aforementioned restrictions on paid cannabis advertising. Plus, you need a lot more content than you think. Creating more content generates more views, increases awareness and trust, and ultimately leads to success and sustainability.
Influencer marketing has become the new standard for cannabis brand advertising and is likely to continue to grow as the legalization of adult-use cannabis spreads across the United States and around the world. Influencer marketing is not a one-size-fits-all approach, so it's important to craft your strategy with attention to detail, industry knowledge, and reasonable expectations.
