Weed influencers use social media to post about anything weed-adjacent. Sometimes that’s discussing specific strains, recommending stores in their areas to get paraphernalia or products from, or reviewing equipment or edibles. They tend to be young women and mainly post on YouTube and Instagram.
“They appear to be getting products for free from various shops, and doing reviews and giveaways,” says James Lange, a researcher at San Diego State University who has been following drug use in online videos for several years. “But when you look at the style of videos and the types of people who are doing well, they fit into what you’d expect from just about any other similar content: young, attractive and upbeat.”
Some weed influencers post confessional videos, like talking about their breakup while smoking a joint, while others offer more straightforward reviews, such as comparing different pipes. Some advocate for more lenient laws and talk about incarceration rates. There are even recorded “potcasts”.
Much like in the influencer-friendly world of beauty, some in the scene are starting to offer their own subscription boxes, where you can get a box of cannabis-related products delivered to your door once or twice a month. The Hippie Butler, one of earliest producers of such services, offers boxes containing grinders, gifts and snacks for munchies. Others have Patreon accounts where fans can sponsor them directly.
One reason weed influencers are on the up is the difficulty of marketing cannabis even in places it has been legalised, including Canada and certain US states. (In the UK, cannabis remains illegal except for specific medical purposes.) In the US, cannabis agencies and companies can’t advertise on TV in states where more than 30 per cent of the population is likely to be under 21. In Canada, adult use products have to be sold in plain packaging, and can’t suggest the promise of a glamorous or dangerous lifestyle. Social media platforms also have their own restrictions on advertising.
“Traditional media and paid advertising are completely out of the picture – no Facebook, no Instagram, no Google ads,” says Jared Mirsky, who runs marketing for Wick and Mortar, a cannabis branding agency. “The laws are continually changing. So there is no one distinct set of challenges which we face, but dozens – so cannabis is one of the most difficult legal products in the world to market.”
The full article can be read at Wired . https://www.wired.co.uk/article/cannabis-weed-instagram-influencers-social-media?mc_cid=e9d7263394&mc_eid=178dec0b63
And if you want a list of cannabis influencers – here’s a top 10 for you
From lawyers to chefs, these influencers have their own ways to inform and educate the crowd about CBD, even top celebrities and doctors have recommended and even participated in discussions to raise awareness on CBD’s contributions to our current society. We have heard news being posted in social media that CBD is being used as medical treatments for disorders or mental illnesses, how it helped patients as well as veterans to overcome conditions which literally changed the way we look at CBD.