All About Cannabis Influencers and How to Become One

A cannabis influencer is an individual who uses social media platforms to share content related to cannabis, including information about strains, products, and the overall cannabis culture.

In our digital age, reaching potential customers is more uncomplicated than ever — banner ads, emails, personalized discounts, and cannabis influencers. 

The profession began to pick up steam during the early 2010s with the rise of the social media platform—Instagram. They don’t always use the term “influencer”; some of them like to refer to themselves as “content creators” instead. But the task is the same.

How Can You Benefit From Being in the Canna-Business?

According to sociologists, people implicitly trust feedback from others over industry-run marketing campaigns or brand ads. Imagine if your good friend or cousin were to recommend you something, you would surely give it a thought. 

The Canna-Business

Your favorite social media influencer is also someone you have been following for a while, so they naturally have your trust. Here are some benefits you can reap by becoming an influencer–

  • Managing Payments:  Many influencers earn income through sponsored content, affiliate marketing, or direct partnerships with cannabis-related brands. They may receive payment or free products for promoting specific items.
  • Brand  Ambassadorship: Influencers might become brand ambassadors for cannabis companies, helping to promote and endorse their products in exchange for compensation.
  • Affiliate Marketing: Affiliate marketing is like being a digital matchmaker. You connect people with cool products and earn a reward if they click your special link and buy. It’s all about creating engaging content.
  • Increasing Visibility: Joining clubs and online communities, participating in discussions, and collaborating with other influencers help you widen your horizon as well as enhance your following.
  • Advocacy and Education: This includes emphasizing the benefits, legal risks, and pernicious aspects of Cannabis use. It can be successfully done by reaching out to like-minded people, considering potential risks, and keeping the legal aspects of cannabis products in mind.

Top Cannabis Influencers

Despite the business being so financially and professionally beneficial, most of these content creators are genuinely dedicated to their audience. Ultimately promoting responsible cannabis use and fostering a positive community.

Snoop Dogg

Rapper and Entrepreneur launched his cannabis brand [Leafs by Snoop] in 2015. The brand offers a variety of products, consisting of flowers, edibles, and concentrates. 

His marketing approach often includes a blend of his unique personality, cultural references, and a laid-back vibe, reflecting his personal connection to the cannabis culture. He has been a vocal advocate for the legalization of cannabis and has used his celebrity status to promote his brand.

Willie Nelson

The legendary country music artist and a cannabis connoisseur has been involved in the legal cannabis industry. He is the co-founder of the brand “Willie’s Reserve,” which offers a variety of cannabis products. 

He uses his personal brand and music while advocating for the legalization of marijuana. His approach includes using his iconic image and lifestyle to connect with like-minded consumers, emphasizing the benefits of cannabis, and promoting responsible use. 

Additionally, he has been involved in various events and collaborations within the cannabis community to further support his brand and the industry.

Syd Smiley

Fitness enthusiast and Instagram model has almost 39k followers. She uses her platform to educate and promote the use of cannabis. This wellness content creator is the founder of the brand “Medicated Melanin.”

Dr. Rachel M Knox

Knox is a dedicated cannabis MD and cannabinoid medicine specialist. She passionately leverages her expertise to educate individuals about the medicinal benefits of cannabis. As the driving force behind the “Cannabis Health Equity Movement,” she advocates for fair access to cannabis-related healthcare.

Golnesa Gharachedaghi 

Golnesa owns Wusah, where she sells vape items. She is also a model and an influencer with a massive following consisting of 884k followers. Golnesa thinks that hemp is really important for a country’s success and protection. She sees it as a valuable resource with many uses that can contribute to the well-being of the nation.

Jorge Cervantes 

Mr. Cervantes is a horticulturist who won two awards for cannabis promotion and farming. One of them is the Benjamin Franklin Gold Award, and the other one is the Lester Grinspoon Lifetime Achievement Award. He wrote The Cannabis Encyclopedia.

Steve DeAngelo 

The “Father of the Legal Cannabis Industry” is an activist, investor, and author. He founded the “Last Prisoner Project” and has partnered with Cannabis brands like Hash Marijuana and Hemp Museum.

How to Become a Cannabis Influencer: A Detailed Guide

Becoming a cannabis promoter involves a combination of industry knowledge, networking, and marketing skills. Here’s a step-by-step guide:

Become a Cannabis Influencer
  • Understand cannabis regulations: Familiarize yourself with the cannabis laws and regulations in your region. Compliance is crucial when promoting cannabis.
  • Educate yourself: Stay informed about the cannabis industry, different strains, products, and their effects. Knowledge about the plant will enhance your credibility.
  • Build a network: Connect with people in the cannabis community, including growers, dispensaries, and other promoters. Attend industry events and conferences and join online forums.
  • Develop your brand: Establish your personal brand as a cannabis promoter. This could involve creating a unique identity, logo, and online presence.
  • Utilise social media:  Leverage social media platforms to share information about cannabis, industry updates, and your personal insights. Engage with your audience and build a following.
  • Collaborate with influencers: Partner with influencers and key figures in the cannabis community to expand your reach. Collaborations can help you tap into established audiences.
  • Stay compliant: Ensure that all your promotional activities adhere to local and national regulations. Cannabis advertising often has specific guidelines.
  • Create quality content: Develop engaging and informative content related to cannabis. This could include articles, videos, or podcasts that showcase your knowledge and passion.
  • Host events: Organise or participate in cannabis-related events. This could be seminars, workshops, or community gatherings to promote education and awareness.
  • Collaborate with brands: Partner with cannabis brands to promote their products. This can involve sponsored content, reviews, or joint promotional campaigns.
  • Seek legal advice: Due to the complex legal landscape surrounding cannabis, consider consulting with legal professionals to ensure your activities comply with the law.
  • Adapt to changes: The cannabis industry is dynamic, with regulations and trends evolving. Stay adaptable and be ready to adjust your strategies accordingly.

Challenges and Tips for Success 

Becoming a cannabis promoter on social media comes with its share of challenges, mainly due to the complex and often restrictive regulations surrounding cannabis. Here are some common challenges:

Challenges and Tips

1. Advertising Restrictions: 

Social media platforms typically have strict advertising policies related to cannabis. Paid promotions may be limited, and some platforms may entirely prohibit cannabis-related content.

2. Legal compliance:

Navigating the legal landscape of cannabis can be challenging, especially considering that regulations vary widely across regions. Ensuring compliance with local laws is crucial to avoid legal issues.

3. Account restrictions and bans:

Social media platforms might suspend or ban accounts that violate their content policies. Cannabis-related content can be flagged, leading to the removal of posts or, in extreme cases, the deactivation of accounts.

4. Limited payment options:

Cannabis-related businesses often face challenges with payment processing. Some social media platforms may restrict or block transactions related to cannabis, impacting your ability to monetize your promotions.

5. Stigma and Perception:

Despite increasing acceptance of cannabis, there can still be stigma associated with its promotion. This may affect your personal or professional reputation, mainly if your audience includes individuals with conservative views.

6. Algorithm Challenges:

Cannabis-related content might face challenges with algorithms that dictate the visibility of posts. This could result in reduced reach and engagement compared to content in other niches.

7. Platform policies: 

Each social media platform has its own set of rules regarding cannabis-related content. Keeping up with these policies and adapting your strategy accordingly can be time-consuming.

8. Community Guidelines:

Building a community around cannabis promotion may be challenging due to community guidelines on certain platforms. Interactions and discussions around cannabis could be limited.

9. Changing Regulations:

Cannabis regulations are dynamic and subject to change. Staying informed about updates in legislation and adjusting your strategy accordingly is a continuous challenge.

10. Competitive landscape:

The cannabis industry is becoming increasingly competitive. Standing out among other promoters and brands requires creativity and unique approaches to content and promotion.

Despite these challenges, many individuals successfully navigate the complexities of promoting cannabis on social media. It requires a combination of industry knowledge, strategic planning, and adaptability to overcome these obstacles.

Here are some tips on your social media journey of representing cannabis:

1. Educational content:

Focus on educational content that informs users about cannabis without explicitly promoting its sale. Discussing the benefits, history, or cultural aspects can often be more acceptable.

2. User-generated content:

Encourage your followers to share their experiences or opinions about cannabis. User-generated content can be engaging and help you build a community without directly promoting products.

3. Use of cannabis accessories:

Highlight cannabis accessories or lifestyle products that are legal and comply with platform policies. This could include showcasing vaporizers, storage solutions, or other related items.

4. Advocate for legalization:

Advocate for cannabis legalization and share news or updates related to changing regulations. This positions you as an advocate for a cause rather than someone pushing the sale of cannabis.

5. Engage with cannabis influencers:

Collaborate with influencers in the cannabis industry. Sharing their content or participating in joint initiatives can expand your reach while adhering to guidelines.

6. Diversify platforms:

Don’t rely solely on one social media platform. Diversify your presence across multiple platforms to mitigate the risk of losing your audience if an account is suspended.

7. Focus on ancillary services:

If applicable, highlight ancillary services or products that complement the cannabis industry without directly involving the sale of cannabis itself.

8. Community building:

Build a community around your brand or persona. Engage with your audience on a personal level, fostering a sense of belonging that goes beyond the promotion of cannabis.

9. Stay informed and adapt:

Regularly monitor changes in platform policies and cannabis regulations. Adapt your strategy accordingly to ensure compliance while still effectively reaching your audience.

Conclusion

Navigating the realm of cannabis promotion on social media requires a delicate balance between passion, creativity, and compliance. Remember, the journey involves adapting to changes, exploring diverse platforms, and finding innovative ways to share your enthusiasm for cannabis within the boundaries set by both the law and social media platforms. 

Photo of author

Nazmul Nahid

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