Table of Contents
Key Takeaways
✔ Partner with influencers who align with cannabis culture, values, and audience interests for stronger engagement.
✔ Always follow state and platform-specific rules to keep influencer campaigns compliant and risk-free.
✔ Focus on content that informs and educates to build trust and credibility with cannabis-curious audiences.
✔ Encourage and share real user content to boost authenticity and social proof around the brand.
✔ Invest in ongoing influencer relationships to create consistent messaging and long-term growth.
✔ Measure success through engagement, clicks, and ROI to fine-tune influencer strategies over time.
Influencer marketing has quickly grown from a niche approach into a powerful strategy for brand growth across nearly every industry, including cannabis. As traditional advertising channels remain heavily restricted for cannabis, more businesses in the space are turning to influencers to build real connections with their audiences through relatable, engaging content.
In fact, the global influencer marketing market was valued at nearly $10 billion in 2020 and is expected to exceed $30 billion in 2025. So, if paid ads aren’t an option and organic reach feels limited, influencer marketing offers a practical and impactful alternative.
Wondering what the best marketing strategies are for cannabis businesses using influencers? Here are some of the most effective ways to grow.
6 Effective Influencer Strategies for Cannabis Brands
1. Identify the Right Influencers
Finding the right influencer is one of the best marketing strategies for cannabis businesses. With strict industry regulations and a niche audience, thoughtful influencer partnerships are far more effective than traditional advertising—especially since nearly half of people now rely on recommendations from social media influencers.
Why Micro and Niche Influencers Work Best
Cannabis businesses often operate in tightly regulated markets. This makes working with influencers who are already part of cannabis-friendly communities more effective than mainstream celebrity endorsements.
- Micro-Influencers Have Stronger Engagement: Influencers with 5,000–50,000 followers tend to get more likes, comments, and shares per post compared to larger influencers. This is because their audiences are more niche and interested in what they say.
- Niche Communities Build Trust: Cannabis-specific influencers are already educating and engaging with people who are curious or involved in the culture. Their followers trust their opinions and are more likely to try a product they recommend.
- More Affordable and Flexible Partnerships: Micro-influencers often charge lower fees and are open to long-term collaboration, which helps cannabis brands stretch marketing budgets without sacrificing quality.
Focus on Lifestyle Fit and Authenticity
One major difference in digital marketing for cannabis compared to other industries is how important it is to look and feel real. Audiences in this space are sensitive to “fake” promotion. Influencers must actually use, understand, and believe in the product.
- Align With the Influencer’s Values: The influencer’s overall message and vibe should match the brand’s mission. A cannabis wellness brand might work better with a yoga or holistic health creator than a nightlife-focused influencer.
- Look for Real Cannabis Use: It’s not just about mentions. Ideal influencers talk about cannabis in their regular content, showing how it fits into their daily life—whether it’s for wellness, sleep, creativity, or relaxation.
- Promote Educational Value: Influencers should help educate, not just sell. That builds credibility and addresses audience questions like what are the legal restrictions on marketing for cannabis products?
2. Ensure Compliance With Regulations
Staying legally compliant is one of the most important parts of cannabis marketing. Since cannabis is still heavily regulated, businesses must understand and follow the rules to avoid penalties or getting banned from platforms.
When considering what are the best marketing strategies for cannabis businesses, legal compliance should be a top priority. Influencers can be powerful marketing partners, but they also need to follow the same rules—especially when creating content for cannabis products.
Know the Regional Rules
Cannabis laws vary depending on where the business is located or where the content is shared. That means what works in one state or country may not be allowed in another.
- Understand State or Country Laws: Every state in the U.S. has its own advertising laws around cannabis, and these rules can change often. When asking what are the legal restrictions on marketing for cannabis products?, it’s important to check local laws regularly to stay protected.
- Check Age Restrictions: Many cannabis regulations require brands to prove that their content is not accessible to anyone under 21 years old. Violating age rules can result in content removal, legal fines, or even business shutdowns.
- Platform-Specific Rules: Platforms like Instagram, TikTok, and Facebook often restrict or flag cannabis content, even when it’s compliant with state laws. Digital marketing for cannabis often depends on creating content that avoids banned terms and visuals.
Partner With Informed Influencers
Cannabis businesses should work with influencers who already know how to follow advertising rules. Understanding what are the legal restrictions on marketing for cannabis products is essential, as it’s risky to work with creators who don’t grasp the basics of legal cannabis promotion.
- Awareness of FTC Guidelines: Influencers are legally required to label content as paid partnerships and avoid false claims. This ensures full transparency, which protects both the creator and the cannabis brand.
- Cannabis Marketing Experience: Influencers who’ve worked in the cannabis space before are more likely to know what’s allowed and what isn’t. This makes campaigns smoother and prevents delays from flagged posts.
- Clear Communication Skills: Influencers should know how to talk about cannabis in simple, educational ways that avoid misinformation. This builds trust and also protects the campaign from violating platform rules.
Why Digital Marketing in Cannabis Looks Different
Compared to other industries, digital marketing for cannabis comes with more roadblocks. Ads often get rejected, and posts may be removed or hidden by algorithms. That’s why working with the right influencers is one of the few ways to get around ad bans and still build awareness.
- No Paid Ads on Major Platforms: Most cannabis businesses can’t run ads on Google, Facebook, or TikTok due to strict platform policies. This pushes brands to rely more on influencer partnerships and organic growth strategies.
- High Risk of Shadowbanning: Even legal cannabis content can be quietly hidden or suppressed by platforms’ algorithms. That’s why many ask how does digital marketing for cannabis differ from other industries?—the answer is that it often requires more caution and creativity.
- Creative Messaging Required: Brands need to market cannabis without using direct language about effects, health benefits, or product claims. This forces teams to focus on storytelling, lifestyle content, and community-focused campaigns.
3. Prioritize Educational Content
Education plays a powerful role in cannabis marketing, especially with a product that many people still have questions about. When exploring what are the best marketing strategies for cannabis businesses, providing educational content stands out as a highly effective approach. Influencers can help make complex or intimidating topics easier to understand by creating approachable, informative content.
Why Education Builds Trust
People are more likely to trust a brand that helps them make informed decisions. Educational influencer content doesn’t push sales—it provides value. When audiences learn something useful, they’re more engaged, more curious, and more likely to convert into long-term customers.
- Breaks Down Stigma: Educational content helps normalize cannabis use by presenting facts and busting common myths.
- Improves Product Confidence: When people understand how to use a product correctly, they feel more confident trying it.
- Encourages Safer Use: Teaching about proper dosage and responsible use promotes health and safety, which reflects well on the brand.
Focus on Usage, Dosage, and Benefits
To make content more helpful and less promotional, influencers should share what the product does, how it works, and why it’s used. This type of content answers the question: how does digital marketing for cannabis differ from other industries?—because unlike most consumer products, cannabis demands clear guidance.
- How to Use It: Show simple steps, like how to use a vape pen or apply a topical. The goal is to remove confusion.
- How Much to Use: Dosage matters, especially for new users. Influencers should talk about starting small and adjusting slowly.
- What to Expect: Whether it’s pain relief or better sleep, people want to know what kind of benefits to expect and when.
Use Real-Life Scenarios
Educational content becomes more relatable when influencers tie it to everyday situations. Real-life examples make it easier for viewers to connect the dots between a product and their needs.
- Lifestyle Integration: Show how cannabis fits into a person’s daily life—whether it’s winding down after work or improving sleep quality.
- Problem-Solution Format: Address a common issue (like stress or soreness) and explain how the product can help solve it.
- Beginner-Friendly Tips: Many cannabis users are first-timers. Offering basic guidance makes content more inclusive.
4. Leverage User-Generated Content (UGC)
User-Generated Content (UGC) is one of the most powerful tools cannabis brands can use when working with influencers. When considering what are the best marketing strategies for cannabis businesses, UGC consistently ranks high for its ability to build trust, encourage community interaction, and give potential customers a more real and relatable view of the brand.
Types of UGC That Matters in Cannabis Marketing
Sharing real customer experiences and content from trusted influencers can go a long way in convincing potential buyers. It also helps cannabis brands create more content without having to produce everything from scratch.
- How-To Videos or Demos: Influencers can show how to use a product properly, from rolling accessories to CBD tinctures. These help educate first-time users while keeping the content friendly and relatable.
- Day-In-The-Life Content: This style helps normalize cannabis by showing how it fits into everyday routines. For example, an influencer might share how they use CBD for focus or relaxation.
- Before-And-After Experiences: With legal, wellness-focused products like topicals or oils, influencers can share their journey and results, which builds social proof.
- Q&A Stories or Polls: By asking their audience questions or running polls, influencers can spark engagement and collect insights while helping promote the brand in a casual way.
Repurposing Influencer Content
Once influencers post quality content, cannabis businesses can make more use of it—if they have permission. This approach saves time and extends the value of the original post while still staying within marketing rules.
- Social Media Reposts: Brands can share influencer content directly on Instagram, Facebook, or X, giving credit while gaining exposure to new audiences.
- Email Campaigns: Including influencer photos or quotes in emails adds a personal, trusted touch that traditional ads can’t always provide.
- Website Testimonials: Turning a great review or video into a featured spotlight on the website boosts trust and helps answer common questions about the product.
- Ad Creative (Where Legal): In areas where cannabis advertising is allowed, influencer content can be turned into paid ads—with proper legal review.
5. Build Long-Term Partnerships
Building long-term influencer partnerships is one of the best marketing strategies for cannabis businesses, especially in an industry where trust, education, and community matter more than flashy ads. Instead of working with influencers for just one post or product shoutout, cannabis brands benefit more by creating relationships that evolve over time.
Ways to Build a Long-Term Influencer Strategy
A long-term influencer strategy is not just about more posts—it’s about creating meaningful content over time. Here’s how cannabis brands can do that:
- Create Influencer Campaigns: Instead of single posts, work with influencers on 30-day or 90-day themed campaigns. These can include product highlights, behind-the-scenes stories, and how-to guides.
- Host Events Together: Co-host virtual or local events like product demos, educational sessions, or Q&As. These can be especially helpful in states where cannabis education is still growing.
- Build Content Series: Develop video or blog series where influencers share experiences, product usage tips, or lifestyle integrations that make cannabis feel more normal and less intimidating
- Offer Brand Ambassador Roles: Give top-performing influencers long-term roles with benefits such as early access to new products, commission-based affiliate links, or co-branded collaborations.
6. Track Metrics That Matter
Every cannabis business using influencer marketing should know that results aren’t just about how many people saw a post. It’s about how people reacted, what actions they took, and what that means for the brand’s growth.
Focus on Engagement, Not Just Impressions
A high number of views doesn’t always equal success. What really counts is whether the audience is interested and taking action.
- Engagement Rate: Measures how often people like, comment, share, or save influencer posts. This helps brands see what content people care about.
- Follower Sentiment: Tracks how people feel in the comments or direct messages—are they curious, excited, confused, or negative?
- Click-Through Rate (CTR): Shows how many viewers click links provided by influencers. This is a strong signal that the content inspired action.
- Referral Codes and UTM Links: These tools track exactly where new customers are coming from, allowing brands to credit the right influencer.
Listen to What People Are Saying
Numbers tell one side of the story. The other comes from actual feedback. This helps answer important questions like how does digital marketing for cannabis differ from other industries?—because feedback often reflects industry-specific concerns, curiosity, or confusion.
- Comment Analysis: Reading and categorizing follower comments helps find common questions or themes.
- Direct Messages (DMs): Some consumers are more comfortable messaging influencers privately. This feedback is gold for improving brand messaging.
- Influencer Reports: Trusted influencers can share what they’re hearing from their audience, offering valuable context beyond the numbers.
Use ROI to Guide Strategy
Return on investment (ROI) is a simple way to understand whether influencer campaigns are worth the money. It shows if the business is getting more value than it’s spending.
- Sales from Codes: If a discount or referral code brings in actual sales, that’s a clear win.
- Cost per Acquisition (CPA): This shows how much it costs to get a new customer through an influencer. A lower CPA is generally better.
- Repeat Purchases: Tracking if new customers come back again gives insight into long-term value.
Adjust Campaigns Based on What Works
Tracking is not just about reports—it’s about learning what to do better next time. The best cannabis influencer strategies are flexible and improve over time.
- Optimize Creative Style: If videos perform better than photos, shift future content accordingly.
- Double Down on High-Performers: Continue working with influencers who bring quality results and honest audience feedback.
- Pause Low ROI Campaigns: If something’s not working, don’t keep spending on it. Use those resources elsewhere.
Frequently Asked Questions
The best marketing for cannabis combines influencer partnerships, educational content, and local SEO. Brands that focus on transparency, compliance, and community engagement see stronger results. Digital marketing must follow platform and legal rules, so strategies like content marketing, email campaigns, and referral programs work well. Paid ads are limited, so organic reach and partnerships matter more.
The target market for cannabis includes adults 21 and over, with growing interest among wellness users, medical patients, and lifestyle consumers. Younger adults, particularly those aged 25–40, are often early adopters. Many consumers seek natural alternatives for stress, pain, or sleep. Regional preferences and local regulations also shape the ideal audience.
Current cannabis market trends include a rise in wellness-focused products, microdosing, and low-THC options. There’s also growing demand for transparency, lab-tested goods, and sustainable practices. Consumers are shifting from just smoking to edibles, drinks, and topicals. Brand storytelling and education are becoming essential to stand out.
To promote a dispensary, focus on local SEO, customer reviews, and community events. Use educational content to build trust and highlight product quality. Loyalty programs and email lists help retain customers and boost repeat visits. Partnering with influencers or local creators can expand reach without violating ad rules.
Most major platforms like Facebook, Instagram, and TikTok have strict policies that prohibit or limit advertising for cannabis products—even in regions where cannabis is legal. These restrictions are due to federal laws and platform guidelines. As a result, cannabis brands must rely on organic strategies like influencer marketing, educational content, and SEO to reach their audience without being flagged or penalized.
Boost Cannabis Brand Visibility with Expert Influencer Strategies
CannaMack supports cannabis brands with strategic guidance on using influencer marketing to reach the right audience. As a full-service agency, CannaMack helps develop campaigns that align with industry regulations and audience interests, while advising on how to collaborate effectively with trusted creators. Backed by experience across cannabis markets and product types, our team builds marketing strategies that deliver measurable results.
Work with CannaMack to create a marketing plan that leverages influencer potential the right way!