Recently, CBD has become a popular natural remedy and an appealing option for those looking to heal their ailments without pharmaceutical medication. In fact, CBD has grown mainstream and is continuously gaining a positive reputation in the health and wellness industry through topical oils, lotions, gummies, and more. Since it’s legal, more and more consumers have begun to turn to CBD, and thus, more CBD brands have popped up on the market to put their own spin on CBD through various new products and CBD marketing strategies. However, some CBD marketing methods have proved to be more significantly beneficial than others in terms of results.
Top CBD Marketing Strategies
While some CBD brands are experiencing great success on social media in terms of increasing brand awareness, other brands are quickly becoming obsolete because they don’t properly understand CBD marketing or the CBD market in general. Having a deep understanding of CBD products yourself is a major key to being successful, for example, as it can help you understand the target audience and come up with effective media strategies. To put it in perspective, we’ll outline some of the greatest CBD marketing strategies from two major CBD brand role models.
1. iCBD Oils
As a CBD-user himself, Scotty Sire has reported using CBD for pain relief, anxiety reduction, and improved sleep. Sire’s history of using CBD has set up a beneficial foundation for his company because of the sheer fact that Sire knows and understands CBD and the tons of different ways it can be used by different consumers. By creating the first influencer-owned and operated CBD company, Sire and his partner, influencer Jay Boice, took full control of the products they promoted on their social channels.
In almost every post on iCBD’s Instagram, the brand describes and shows users how CBD can be used, the ingredients of the products, and even includes diagrams that explain the health benefits of CBD. This has immensely helped the brand avoid common issues of CBD marketing.
CBDistillery, owned by Balanced Health Botanicals, launched its Gimmick-Free CBD campaign in 2019 to spread brand awareness of their high-quality CBD. The campaign calls out gimmicks such as CBD-infused toilet paper, condoms, and laundry detergent as compared to CBDistillery’s own gimmick-free products to try and make the brand stand out from the competition. Through humor, CBDistillery had consumers look beyond marketing tactics that just use the buzzword ‘CBD’ and instead reminded them to look out for trusted CBD brands that offer high quality products and share third-party tested lab results.
CBD Influencer Partners
With the influencer marketing industry positioned to become a $13.8 billion industry in 2021 and the CBD market growing rapidly, both industries will continue to go hand in hand for years to come. As CBD brands aim to strategize and avoid the common mistakes made with CBD marketing, more will follow the trend of successfully identifying their target audiences and utilizing the power of influencers.
If you’re curious to know more about the influencers that promote CBD products online, check out this list of creators:
- Karli Karberg: Karli is a micro-influencer on Instagram that has promoted iCBD oils and promotes a discount code to her followers in her bio.
- Emmy Lou Styles: Emmy is a motherhood and lifestyle blogger that has promoted Equilibria, a CBD brand made for women in mind.
- Brett W. Robinson: Brett is a popular TikTok and Instagram creator with thousands of followers. Not only does he promote athletic products, but he also has promoted iCBD oils.
- KT Jones: Ever heard of a CBD cocktail? Well, the brand Kill Cliff makes their very own CBD-infused recovery drinks for their audience who usually purchase their energy drinks. To promote the muscle-healing benefits of their drink, Kill Cliff works with fitness bloggers and content creators like KT.
- Lucky the Basset Hound: As you might already know, CBD oil isn’t made just for humans. In fact, there are CBD brands that make CBD-infused products just for your furry friends. Brands like Paw CBD work with popular pages on Instagram like Lucky’s to reach other animal owners on social media that may want to try CBD for their pets.
CBD Marketing Regulations
Like other industries, CBD brands have faced numerous challenges when it comes to marketing, such as a lack of education surrounding CBD amongst the general population online. On the other hand, CBD brands can have issues when working with ad agencies and influencers due to the fact that the laws relating to sales of CBD products at the local, state, federal, and international levels can be complicated, confusing, or conflicting.
Selling and marketing CBD is legal throughout the United States, with varying restrictions from the states as well as the FDA. As of July 2020, these restrictions include the fact that you cannot claim CBD products to prevent, diagnose, treat, or cure serious diseases. In short, it’s important to not make any statements about CBD products in CBD marketing strategies that are scientifically unproven and unsupported by the FDA.
Not to mention some online marketing platforms still have restrictions in place that prohibit or penalize marketers that plan on advertising CBD in paid ads. This is why so many brands have turned to influencer marketing and affiliate marketing to offset the losses – especially while those platforms have not yet updated their policies.