Advertising cannabis brands on YouTube might seem tricky because of all the rules. YouTube is a huge place where lots of people hang out online, so it’s a great spot to tell folks about cannabis products. But since we’re talking about cannabis, there are special rules you have to follow to make sure you don’t get into trouble and risk getting banned from the platform.
Mastering these essential elements can set a cannabis business on sustainable growth and prominence. We’ll get into each of these elements, unveiling their significance and offering insights into how they can be harnessed effectively to thrive in the cannabis market.
Table of Contents
Key Takeaways✔ You can promote CBD on YouTube. Still, you must navigate strict guidelines to ensure your content is eligible for monetization and doesn’t violate platform policies. ✔ Avoid content that glorifies drug use, targets minors, provides how-to guides on consumption or production, and makes unfounded medical claims to stay compliant with YouTube’s regulations. ✔ Educational content, discussions on scientific effects, news reporting on cannabis without promoting use, and music videos with incidental depictions of cannabis are permitted under YouTube’s guidelines. ✔ Successful marketing involves creating educational and compliant content, engaging with your target audience, utilizing YouTube’s advertising features wisely, and building a loyal community around your brand. |
Can You Promote CBD on YouTube?
YouTube has historically imposed stringent controls over the monetization opportunities for content related to marijuana and drugs. This policy has unequivocally barred any channel — whether a media house, brand, collective, or individual creator — from earning revenue through videos featuring such topics.
However, in 2021, YouTube is reported to have softened its stance on content related to cannabis, recreational drugs, and drug-related topics. Under the revised policies, creators can now monetize content dealing with drug purchase, production, or distribution, signaling a new era for content creators and cannabis brands on YouTube.
The Dos and Don’ts When Promoting Cannabis Products on YouTube
The updated guidelines say only cannabis content that is objective, informative, educational, and non-celebratory qualifies for monetization. Therefore, all content not meeting these criteria, including those that show drug abuse, buying, making, selling, or detailed discovery of drugs or drug tools, will still face restrictions.
What is Allowed When Promoting Cannabis on YouTube?
When it comes to promoting cannabis-related content on YouTube, there are specific types of content for which you can enable advertisements.
Permissible Content | Content in Gray Areas |
Educational content informing viewers about drugs or drug paraphernalia, including scientific effects of drug use. | Visual representation or discussion of drug use effects, creation, or distribution potentially perceived as comedic, non-educational, or non-documentary. |
Narratives or discussions addressing drug use without promoting it, like personal experiences related to the opioid epidemic. | News reports featuring drug use without promoting or glorifying it. |
Coverage of drug-related news issues like busts or trafficking reports without explicit depiction of drug use or distribution. | |
Music videos briefly show drugs or paraphernalia without glorifying drug use. | |
Discussions or reports on drug purchase, production, or distribution for educational or newsworthy purposes, e.g., documentaries on cannabis cultivation or opioid production methods. |
How to Market Cannabis Products on YouTube
Marketing cannabis products on YouTube requires a strategic approach that navigates the platform’s strict guidelines while effectively engaging your target audience.
Creating Compliant Content
Developing content that adheres to YouTube’s guidelines while engaging your audience is key to successful cannabis marketing.
- Informative Over Promotional: Focus on creating content that educates your audience about cannabis, such as its benefits, usage methods, legal aspects, and scientific research, rather than directly promoting product use.
- Use Case Studies and Success Stories: Share real-world applications and success stories related to medical cannabis use, ensuring that the information is presented in a non-promotional, educational manner.
- Highlight Legal and Safety Aspects: Educate viewers on the legal status of cannabis in various regions and the importance of safe consumption practices.
- Create Content Series: Develop a series of videos on topics like the history of cannabis, how it’s grown, or the science behind it to engage viewers and encourage them to return for more information.
- Utilize Expert Interviews: Feature interviews with industry experts, medical professionals, and researchers to lend credibility to your content and provide viewers with authoritative information.
Engaging Your Target Audience
Once you understad how to create compliant content, engaging your target audience effectively is the next step.
- Identify Your Audience: Understand your target audience, including their interests, demographics, and what type of content they are likely to engage with.
- Leverage SEO Strategies: Use relevant keywords in your video titles, descriptions, and tags to improve visibility in search results and attract the right audience.
- Interactive Content: To build a community around your brand, encourage viewer interaction through Q&A sessions, live streams, and comment engagement.
- Use Visuals and Thumbnails: Create compelling thumbnails and use high-quality visuals within your videos to grab attention and stand out in search results.
- Cross-Promotion: Promote your YouTube content on other social media platforms and your website to drive traffic to your videos and increase viewership.
Utilizing YouTube Advertising Wisely
Advertising on YouTube can help you reach a broader audience, but navigating the platform’s advertising restrictions for cannabis-related content is important.
- Ad Formats: Choose the right ad formats, such as display ads or sponsored cards, that are allowed for cannabis-related content, and avoid formats that might be restricted.
- Targeting Options: Use YouTube’s targeting options to reach your ideal audience based on interests, demographics, and viewing behaviors while complying with advertising policies.
- Content Pairing: Pair your ads with relevant content that aligns with your brand and message, ensuring that the content does not violate YouTube’s policies.
- Brand Safety: Monitor where your ads are placed to ensure they appear alongside content that reflects positively on your brand and adheres to YouTube’s guidelines.
- Track and Optimize: Review your ads’ performance, including engagement and conversion rates, regularly, and adjust your strategy accordingly to maximize ROI.
Grow Your Presence with CannaMack
If this sounds like a lot to handle alone, don’t worry! CannaMack is here to help you navigate the world of YouTube advertising for your cannabis brand. As a specialized cannabis dispensary marketing agency, CannaMack knows how to create campaigns that follow the rules while grabbing attention.
Contact CannaMack today and start making a splash on YouTube with your cannabis brand. Let’s grow your presence together!