Specialty Advertising Firm Debuts, Offering Guidance for Marijuana Advertisers in the Changing Paid Advertisement Landscape
In the ever-evolving world of the cannabis industry, advertising on major platforms presents a significant challenge. With strict regulations and restrictions on advertising cannabis products on social media platforms like Instagram, Facebook, and TikTok, brands such as Acreage Holdings and Weedmaps are seeking innovative strategies to overcome these obstacles.
Two media and public relations leaders have partnered to help brands navigate this broadening landscape. The partnership is focused on helping brands adapt to changes in the cannabis market due to increasing legalization, as more U.S. states join the 37 that have already legalized marijuana.
## Creative Content Strategies for Cannabis Brands
Cannabis companies are employing several alternative strategies to maintain visibility and build brand loyalty. One such strategy is content marketing and storytelling. This involves focusing on creating informative content that can be indexed by search engines to increase brand visibility, such as SEO-optimized blogs discussing cannabis-related topics that are compliant with regulations.
Another strategy is utilising organic social media posts to share educational content, behind-the-scenes insights, and user-generated stories without directly advertising products. Brands are also partnering with social media influencers who understand and comply with complex cannabis marketing regulations, ensuring that any paid endorsements are clearly disclosed and the content is not misleading or false.
## Building Communities and Advocacy
Cannabis brands are also focusing on community building. This includes encouraging users to share their experiences and stories related to cannabis use, emphasising lifestyle and wellness aspects. Brands are also partnering with local businesses or events to create a community presence without violating advertising restrictions.
Creating educational content that promotes cannabis awareness and supports social causes indirectly builds brand reputation and engagement. This strategy allows brands to position themselves as advocates for the industry while complying with regulations.
## Compliant Platforms and Tools
Utilising platforms like Weedmaps, specifically designed for the cannabis industry, allows for more targeted and compliant marketing efforts. These platforms offer a solution for brands that struggle to advertise on mainstream advertising platforms.
## Challenges and Considerations
Despite these creative strategies, regulatory compliance and platform restrictions remain significant challenges. Brands must ensure that all content and partnerships comply with state and federal regulations to avoid legal issues. Adapting to the absence of paid advertising options on platforms like Instagram and Twitter is also a hurdle that brands must overcome.
In summary, while facing significant challenges in advertising on main social media platforms, cannabis brands are focusing on creative content strategies, compliance, and community engagement to maintain visibility and build brand loyalty. The partnership between the two media and public relations leaders aims to provide guidance to brands as they enter the expanding cannabis market and prepare for eventual federal legalization of marijuana. The Super Bowl, however, remains an unviable advertising platform for cannabis marketers.
Brands in the cannabis industry, like Acreage Holdings and Weedmaps, are actively exploring creative strategies in finance and business to bypass advertising restrictions on major platforms and maintain visibility. Such strategies include content marketing, partnering with social media influencers, community building, and utilizing platforms designed specifically for the cannabis industry. These methods help them to build brand loyalty, promote cannabis awareness, and indirectly advocate for the industry, all while complying with complex regulations. Navigating the challenging regulatory landscape is essential for these brands to successfully operate in the evolving cannabis market.
