As of 2024, TikTok has more than 1 billion monthly active users. Its parent company, Bytedance, has been valued at $223.5 billion in 2023, with 23.02% of active online users using the TikTok app. With a vast and still growing market, TikTok poses many opportunities for CBD advertisers and users alike. But what does CBD advertising look like on TikTok and what are the guidelines for this group of products and services?
What are TikTok’s Guidelines on CBD and Cannabis?
TikTok was the seventh-most downloaded app of the 2010s and is considered to be a true competitor of Facebook in the West. However, when it comes to advertising substances like CBD and cannabis, TikTok enforces stringent guidelines. These rules reflect the platform’s commitment to legal compliance and user safety.
General Policies on Substance Advertising
TikTok maintains strict guidelines when it comes to advertising substances like CBD and cannabis. Given the platform’s broad reach and young audience, these rules are designed to prevent the promotion of items that could be deemed illegal or harmful.- Prohibition of Drug Promotion: TikTok explicitly bans the promotion, depiction, or trade of drugs, and controlled substances, including CBD, due to its origin from the cannabis plant.
- Tobacco and Alcohol Restrictions: Advertising tobacco and alcohol products, along with related items like vaping devices and E-cigarettes, is also prohibited.
- No Promotion of Illegal Activities: Content that promotes illegal products, services, or activities, including the purchase or trade of controlled substances, is not allowed.
- Restriction on Substance Misuse: TikTok disallows content that depicts or promotes the misuse of legal substances or provides instructions on creating intoxicating substances.
- Branded Content Ban: TikTok specifically bans all branded content for CBD, preventing the use of influencer marketing to sell or promote CBD products.
Exceptions and Specifics for CBD and Hemp
While TikTok’s overall stance on CBD and cannabis is restrictive, some nuances and exceptions can be leveraged, especially concerning hemp-derived products. These exceptions are particularly relevant for businesses focusing on topical hemp and CBD products, which may find a legal pathway to advertise under strict conditions.- Topical Hemp and CBD Products: While CBD advertising is generally banned, TikTok may allow advertisements for hemp and CBD topical products, subject to additional restrictions.
- No Ingestible CBD Promotion: Advertisements for ingestible CBD products, including oils, edibles, and supplements, are not permitted due to their association with the cannabis plant.
- Geographical and Legal Compliance: Advertisers of permitted CBD products must ensure compliance with local laws and regulations, as the legality of CBD can vary by location.
- Content Nature and Education: Content that educates about CBD or hemp without directly promoting their sale or consumption may navigate the restrictions more effectively.
- Non-Branded Educational Content: Informational and educational content about CBD that does not promote specific brands or products may be allowed, focusing on the substance’s benefits and uses without encouraging trade or consumption.
5 Ways to Advertise CBD on TikTok
Navigating the complex landscape of TikTok’s advertising policies can be challenging, especially for CBD-related products. Despite the stringent restrictions, there are creative and compliant ways to promote CBD on TikTok. Here are five strategies to consider:
1. Educational Content
Creating educational content about CBD provides a way to engage and inform the audience without direct promotion, helping to build brand authority and trust.- Focus on Information: If you find yourself asking “Can I advertise CBD on TikTok?,” always stick to informational content factual, research-backed information about CBD to educate the audience without directly promoting sales.
- Utilize Graphics and Animations: Create engaging and informative videos using graphics and animations to explain the benefits and uses of CBD.
- Host Q&A Sessions: Conduct question and answer sessions to address common misconceptions and educate viewers about CBD.
- Leverage Expert Opinions: Feature interviews or collaborations with healthcare professionals or industry experts to add credibility.
- Create How-To Guides: One of the most effective ways to market cannabis in 2024, is to offer content on how CBD products are made or how to use them correctly.
2. Topical Product Promotion
Advertising topical CBD products on TikTok can be done by focusing on their application and wellness benefits, aligning with the platform’s guidelines for external use.- Highlight External Use: Emphasize that the product is for external use only, aligning with TikTok’s allowance for topical CBD products.
- Showcase Application Methods: Demonstrate how to apply the product, highlighting its ease of use and potential benefits.
- Share Customer Testimonials: Use customer reviews and testimonials to showcase the effectiveness of the product. Just like selling CBD products on Amazon, it’s best to go with listings without making health claims.
- Focus on Wellness Aspect: Position the product within a wellness or self-care routine, avoiding any medical or therapeutic claims.
- Utilize Before and After Visuals: Provide visual evidence of the product’s effectiveness, ensuring to comply with TikTok’s guidelines.
3. Lifestyle Integration
Integrating CBD products into daily lifestyle content allows for subtle promotion, showcasing the product’s fit within a holistic wellness routine.- Feature the Product in Daily Routines: Integrate the CBD product into lifestyle content, showing how it fits into a regular wellness or beauty regimen.
- Collaborate with Lifestyle Influencers: Partner with influencers who can subtly incorporate your product into their content. However, similar to promoting CBD products on YouTube, avoid discussions that directly promote the product.
- Create Themed Challenges: Develop fun and engaging challenges or hashtags that indirectly relate to the lifestyle or benefits associated with CBD.
- Showcase Sustainability Practices: Highlight eco-friendly aspects of the product or brand, appealing to environmentally conscious consumers.
- Use Ambient Marketing: Place the product in scenarios or setups that suggest its use without directly focusing on it.
4. User-Generated Content
Encouraging user-generated content around CBD experiences builds community engagement and brand visibility without explicit product advertising.- Encourage Story Sharing: Invite users to share their experiences with CBD in general, fostering a community of interest without direct advertising.
- Host Contests or Giveaways: Conduct contests where participants create content that aligns with the brand’s values, without explicitly promoting CBD.
- Feature Success Stories: Share stories or testimonials from users about how CBD has impacted their lifestyle, ensuring not to make direct product endorsements.
- Leverage Reviews and Unboxings: Encourage influencers to review or unbox products, focusing on the brand and user experience rather than the CBD aspect.
- Create a Branded Hashtag: Develop a branded hashtag that encourages engagement and content creation, indirectly related to CBD.
5. Indirect Advertising
Focusing on brand values and related wellness topics allows for indirect advertising of CBD, avoiding direct product promotion while maintaining brand relevance.- Promote Brand Values and Mission: You can boost CBD brands and products on social media by focusing on the brand’s ethos and mission, which can be associated with wellness and natural living, indirectly related to CBD.
- Highlight Ancillary Products: Advertise products related to CBD, like accessories or complementary items, without promoting CBD directly.
- Educational Series on Hemp: Provide educational content on hemp, separating it from CBD but maintaining relevance to the industry.
- Partner with Non-CBD Wellness Brands: Collaborate with brands in the wellness space that don’t directly sell CBD but share a similar audience.
- Utilize Art and Design Elements: Create content that aligns with the aesthetic and values of the CBD brand, focusing on art, design, and lifestyle rather than the product itself.
Amplify Your Presence with CannaMack
If you’re looking to make a mark on TikTok and connect with your target audience effectively, reach out to CannaMack. Our tailored approach to cannabis marketing ensures your brand not only meets TikTok’s advertising standards but also stands out in the crowded marketplace. Let CannaMack guide your journey to success on TikTok with their innovative and compliant marketing solutions.