Influencer Marketing in the Cannabis Industry


Influencer Marketing, as we know it, has been popular since the early 2010s. Actual influencer marketing has been around for millennia according to the internet. In about 2009 with the huge increase of bloggers, vloggers, and YouTubers, the influencer industry took off.

All influencer marketing is paying creators a commission to promote your brand. This gets more eyes on your product with the goal of increasing brand awareness and sales.

#DidYouKnow – In 2022, influencer marketing grew into a $16 billion dollar business.

Cannabis Influencer Marketing

Cannabis influencers are a growing branch of the influencer marketing industry. It’s important to know what cannabis influencer marketing is and how it’s different.

Cannabis influencers are people with a substantial social media audience. They are able to influence their followers’ opinions about cannabis. Influencers in the industry can promote Mary Jane on platforms such as Facebook, Instagram, Twitter, etc. They can do this without offering direct sales, which is a big no-no on social media.

So, does cannabis influencer marketing operate in the same way “mainstream” influencer marketing works? In a way, yes. But, and that’s a huge but, there are important differences. Cannabis influencers, as a whole, are currently charging an average $260 for a sponsored post. Ranges for cannabis creators start at $50 and can go as high as $400 for branded content. This is in line with what mainstream micro-influencers (10,000-50,000 followers) are charging ($100-500). The reason for this is that cannabis influencer marketing is not as popular as influencer marketing and with more restrictions there are more risks with influencer marketing in the cannabis industry.

The main risk with cannabis content creators is making sure the content produced is compliant with social media regulations. Local and federal laws can have an impact on the brand and creator partnership. Is this creator’s post too risky? What is the demographic makeup of their core audience? Remember, you want to connect with customers who are of legal age. Cannabis brands need to ask these questions when reaching out to creators to partner with.

How to incorporate influencer marketing in your marketing strategy

With influencer marketing being a strong marketing tool and the cannabis industry on a steady path of growth, it only makes sense to inquire about combining the two. So what are some ways to make sure you’re doing influencer marketing right in this industry?

Partner with Cannabis Creators

Identify content creators who have a genuine passion for cannabis and a dedicated following. These influencers can help you develop authentic content that resonates with your target audience. By collaborating with influencers who share your brand values, you can create content that highlights the unique aspects of your products while complying with industry regulations. Look for influencers who are well-versed in cannabis culture, ensuring their knowledge and content align with your brand’s messaging.

Understand Your Audience

Before selecting an influencer, it’s crucial to understand your target audience. Knowing their preferences, interests, and behaviors will help you find the right content creator to connect with them. By tailoring your influencer marketing strategy to your audience’s needs, you can create content that provides value and resonates with potential customers. In the cannabis industry, audiences vary greatly, from medical patients seeking relief to recreational users looking for an enjoyable experience. Ensure your chosen influencer can cater to your specific niche.

Ensure Compliance and Transparency

Navigating the cannabis industry’s strict regulations is a top priority when implementing influencer marketing. It’s essential to work with influencers who understand and adhere to these rules. Encourage transparency in sponsored posts by ensuring all content is compliant with regional laws and regulations. Make sure influencers clearly disclose their partnerships with your brand, enhancing credibility and trust among their followers. Compliance not only protects your brand but also helps maintain the integrity of the cannabis industry as a whole.

Collaborate with Creative Content

Influencer marketing isn’t just about endorsements; it’s about fostering creative collaborations. Encourage your chosen influencers to bring their unique style and creativity to your brand. Work together to develop engaging and informative content that resonates with their audience. Whether it’s educational content about the benefits of your products, entertaining videos, or informative blog posts, a collaborative approach ensures that your cannabis brand’s message is conveyed effectively.

You know by now that influencer marketing is a powerful tool for cannabis brands to enhance their visibility and connect with their target customers. By selecting the influencers that align with your brand, understanding your audience, ensuring that you’re in compliance, and cultivating creative collaborations, you can unlock the great potential of influencer marketing for your cannabis brand. This strategy can help your business not only thrive in a competitive market but also contribute to the growth and validity of the industry as a whole. Stay ahead of the curve by embracing influencer marketing and the potential it has to elevate your cannabis brand.

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