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Cannabidiol products are gaining increasingly more momentum lately. However, there’s still a lot of controversy around them, explaining the strict legal marketing regulations.
Experts agree on one thing: this strategy can increase your profit, brand awareness, and brand recall. Choose the right influencers, and you’ll get massive reach.
Read this guide to find out more about the pros and cons of influencer marketing for CBD brands. We’ll discuss some legal background, plus how to pick the right influencers and channels.
Keep reading below!
Advantages of Influencer Marketing
Risks of Influencer Marketing
Choosing the Right Influencers
Top Examples of CBD Influencers
Choosing the Right Channels
Influencer Marketing Challenges
CBD Brands have seen a massive boom in the last few years. Micro-influencer marketing is an excellent way to promote these brands because:
If you want to reap all the advantages above, you’ll have to put together a sound plan. Often, that means adding PR to the mix.
PR isn’t limited to a catchy slogan or jingly tune. Public relations efforts build transparency around your brand. Thus, you’ll become a credible and trustworthy partner for your customers.
Besides, PR can go around common advertising laws that are a problem, particularly for CBD brands.
Remember: 50% of Gen Z-ers and Millennials buy products recommended by influencers.
Before moving forward, let’s review some risks of influencer marketing for CBD brands.
This subject is sore because CBD has medicinal uses. So, you need trustworthy influencers with a reliable background in this area. Ideally, you’d look for medical experts such as medical journalists or even physicians. Influencers who are continually researching and practicing healthy living are reliable options as well.
What happens if you choose the wrong influencer?
Your entire marketing effort will spiral into an abyss that doesn’t stare back. Nietzsche would be proud.
Joke aside, selecting the wrong people means losing credibility and money, plus the very high possibility of never recovering.
But here’s another risk:
Some states and platforms don’t allow CBD-related content. Ask your legal team to research all these restrictions because otherwise, you’ll face legal consequences.
For instance, did you know that California-based cannabis brands can’t highlight any health benefits on their packaging?
Thus, the crucial question is:
Is it legal to hire influencers that promote CBD products?
The short answer is yes, but you want to be careful about how your influencers discuss your products. Luckily, Facebook, Insta, and YouTube don’t prohibit CBD marketing. Phew!
Now, all you have to do is choose the right influencers.
You want influencers that can create thumb-stopping content that sells. You also need people that can work creatively around rigid regulations and limitations.
We already told you that the best CBD influencers ideally have medical backgrounds or are archetypes of healthy living.
During our research of CBD brands, we’ve discovered a secret. It’s what makes all these CBD marketing campaigns tick:
Your influencers should present your CBD products as essential – even defining – for customers’ lifestyles.
Basically, their content says, “You don’t have to get CBD to live healthily, only if you want to live extremely healthily.”
Influencers should engage their audience through this offer customers can’t refuse. Here’s how:
1. Tommy Chong symbolizes counter-culture because he’s been saying that hemp flower is exceptional since before Millennials were born. Tommy Chong has had cancer twice, and he believes that CBD saved him. Thus, he appears very trustworthy.
2. Michelle Ross from Big Brother 11 has a not-so-secret real life: she’s a neuroscientist and expert in mental health. Her reputation, credibility, and expertise reflect upon the CBD products she promotes. Besides, Michelle Ross claims she has effectively used CBD in the treatment of her chronically ill patients.
3. Sanjay Gupta is CNN’s chief medical expert. He can attract an audience of skeptics because he was against marijuana use too. However, thorough research has convinced him of the benefits of CBD products and hemp flower. He also caters to his audience of skeptics on their favorite channel: public interviews.
4. Vaping Kamea is the queen of beauty, self-love and wellbeing. She promotes a well-balanced lifestyle that includes the use of CBD. She addresses younger hipster Millennials and older Gen Z-ers through professional photos.
5. Rachna Patel is another medical doctor who uses an excellent strategy to promote CBD products. Thus, she uses her YouTube channel to discuss the pros, cons and uses of CBD products.
As you can see from the examples above, you need to select the proper channels for your audience. Thus, you need to figure out first:
For example, medical experts that address skeptics or older generations may have more success on YouTube, magazines, or even TV interviews. Conversely, the younger, chill audience is likely on Instagram and Twitter.
You can also try:
Warning: The majority of social media platforms don’t allow paid ads to CBD products, especially in edible shape.
As you’ve seen from the article above, influencer marketing for CBD brands is a double-edged sword. It’s challenging to market your products transparently when the legal intricacies are, well, intricate.
However, people have cultivated and used cannabis for millennia. Even so, the medical community and the world, in general, don’t embrace CBD products with open arms.
Here are some “fun” facts:
Even so, you can still distribute content on these platforms if you’re careful about it. Choosing the right influencers for your audience and your products will bring your brand:
You have to plan your strategy carefully and take into account a myriad of factors. That’s why it’s best to work with a professional agency, like inbeat.agency
Try inBeat below. Our database of influencers is free.