Cannabidiol also known as CBD is quickly growing in popularity throughout the US and world-wide. Found in most products and being the number one focus in most medical trials, CBD has become an industry of its own and is estimated to be worth $16.32 billion in the US by 2026. Its popularity growth has a lot to do with booming research, but is also thanks to advertising. In the age of social media, how do you advertise CBD products online?
CBD interests a diverse range of people from all ages including animals. With growing popularity comes more companies releasing products including CBD due to its demand. It is said that approximately 40% of US consumers aged 21 and over say that they would consider trying CBD products.
Can I Advertise CBD?
First of all, before you start an online business selling any sort of product containing CBD you need to understand the rules of advertising CBD so you can make sure your business is following and complying with statewide laws.
Despite being one of the fastest growing trends in consumer goods, popular channels such as Instagram, Facebook, Google, Amazon and Snapchat don’t allow the advertising of CBD products. Therefore, it is important to advertise CBD correctly.
If you are wondering how to advertise your CBD products effectively and legally online here is how:
How to Advertise CBD Online
1. Available Platforms
In 2021 Instagram, Facebook and other social media platforms are more lenient with CBD advertising. Brands can get their ads approved on Facebook and Instagram. However, It requires some effort from your brand, and there’s still no way for approval to be fully guaranteed.
In this day and age, advertising on social media platforms is still a valuable form of exposure to drive sales. In order to try and get an approval from your business it is possible to remove CBD Product References & Run a Brand-Focused Campaign.
You would not be able to sell products or talk openly about the nature of your products, but a brand-focused campaign will drive increased awareness which can lead to product sales later on.
This is best to avoid any complications with Facebook and Instagram as you are fully compliant with their policies.
2. Influencer Marketing
Influencer marketing allows CBD brands to bypass the advertising restrictions in place on popular platforms such as Facebook and Instagram. Influencer marketing allows brands to tap directly into the organic following of selected influencers on each platform.
Choosing the right influencers is essential to ensure your brand message is being sent across. Partnering with influencers enables CBD brands to reach a wider audience through organic social posts. This is because influencers already have a large community of followers that put a lot of trust into them.
It’s also important to keep in mind that sometimes influencers with smaller followings (micro-influencers) can actually be better options for brands as they fit into the CBD niche than influencers with larger reach but less engagement in the CBD niche.
3. Affiliate Marketing
Affiliate Marketing is a performance-based type of marketing in which a business rewards an individual for each sale of product. Affiliate marketers can be valuable people who can spread the message to the world about your product. The affiliate marketing industry alone is worth over 12 billion and accounts for 15% of all digital revenue. This can help CBD brands drive online sales for an agreed commission.
3. Podcast Ads
Not being able to invest in advertising CBD through the usual digital platforms and channels, podcast ads are a great way to boost awareness of your brand. Listening to podcasts has grown tremendously over the last year. It has been said that 76% of people act on an advert they have heard from a podcast.
Podcast Ads are not something you always think of but it is a great way to find a highly engaged audience.
5. Content Syndication
Content syndication is when web-based content is re-published by a third-party website. This will leverage your brand's content to increase awareness.
Funny enough, yes you can advertise CBD products on your website by optimizing SEO (Search Engine Optimization) practices. SEO is one of the most organic ways to build your brand on the internet and will help your CBD brand outrank competitors.
Most brands tend to hire an SEO expert to help write content so that when people are searching on the internet they will be able to find your website based on what they are searching for.
7. Email Marketing
Adding to your website, you can create a pop up to encourage visitors to sign up to your marketing list. Email marketing is an effective tool to put your CBD brand in front of its target audience and reach potential customers. It is also cost-efficient and will build you a 1-on-1 relationship with your consumer.
You need to make sure you are adding personalized touches that reflect your brand to your emails and invest time in writing quality content without forcing the product down the consumers throat.
8. Cannabis Social Networks
Knowing your audience is always one of the first steps before launching a business. There are popular network sites such as High There and Weed Life that bring together communities that are interested in cannabis.
Advertising on these platforms can enhance your brand value as all users on this platform are interested in the same thing. There are also minimal restrictions on these platforms that your brand will need to worry about.
Things to Remember
Advertising your CBD products online can be tricky. Remember to always keep an eye on:
1. Legal Changes
Having a number of restrictions in place in terms of advertising, it is important to keep up to date with the legal changes in the space. You do not want your brand to be caught under fire due to breaking any relevant laws.
2. Advertising Restrictions
As of now, you have to be careful not to highlight any health benefits of CBD when advertising. No medical claims should be made and you cannot claim that the product will cure any conditions in the body.
However, as the CBD space is rapidly growing the restrictions on advertising CBD is subject to change in the future so always remember to look out for the changes.
It is always important to be on top of things in your industry. In this case, paying attention to any news in the cannabis space that relates to CBD. These can be news on marijuana or hemp.
Written by Emily Nguyen