As the cannabidiol (CBD) market continues to flourish, new and existing brands must strive to find new ways to expand their audience. In this article, we break down the basic CBD marketing strategies needed to succeed in this business.
The CBD industry has grown exponentially over the last decade, finding its way into a variety of different consumer markets. The Global Market Insights reports that the CBD market size accounted for $12.8 billion in 2021. By 2024, the CBD market is estimated to grow to $20 billion.
CBD’s Rise In Popularity
The passage of the 2018 Farm Bill, which legalized the production of hemp on a federal level, allowed CBD’s popularity to skyrocket. Since then, CBD has entered mainstream markets and become widely accessible to most of the general public.
From ointments, to gummy bears, to pet oils, it’s clear that the demand for CBD products is higher than ever before.
Educational campaigns and scientific research on CBD’s effects have contributed to the reduction of the stigma that has long surrounded hemp.
Across the world, researchers have been conducting studies on CBD treatments centered around:
- reducing anxiety and depression
- Treating PTSD and opioid addiction
- Alleviating ALS symptoms and chronic pain
- Treating inflammation and diabetic complications, among many others
In spite of this, the Food and Drug Administration prohibits CBD brands from making any medical claims on their products. As a result, digital advertising channels also impose strict restrictions on CBD advertising on their platforms.
Challenges Surrounding CBD Advertising
From an advertising standpoint, CBD is treated the same way that guns, tobacco and gambling are. Digital platforms create firm restrictions for brands to market their CBD products online.
This doesn’t mean that CBD companies cannot develop an effective online marketing plan. It just means they have to be more careful and strategic in their approach.
CBD Advertising Rules
Facebook and Instagram allow organic CBD content to be posted on their platforms. However, neither will allow any ads that use the keywords CBD, cannabis, marijuana or hemp. Google also does not allow ads that promote the consumption or sale of cannabis, CBD and hemp.
This is why CBD brands need to develop a strong SEO strategy, focused on educational and engaging content, to draw visitors to their website.
Effective CBD Marketing Strategies
CBD’s growth and success comes with its own marketing and advertising challenges. Even though we cannot fit all of the CBD advertising do’s and don’ts in one article, we can leave you with a few tips to overcome these obstacles.
In order to effectively advertise your CBD brand, your CBD company must develop organic content that is supported by:
- Strong search engine optimization (SEO) strategies
- Impactful branding
- Interactive websites
- Social and educational content
In addition to these essential building blocks, your CBD brand should also consider the following tactics to increase brand visibility:
The most successful CBD brands focus on the lifestyle and well-being aspects related to CBD by working with influencers.
By tapping into influencer marketing, CBD brands are able to reach wider audiences and push forward educational content. Leverage the pre-established trust that influencers have with their followers to promote your product in a more organic way.
CBD brands cannot exclusively rely on the seamlessness of search engines and social media advertising. That’s why more and more brands are redirecting their focus to native advertising. With native advertising, you can also leverage the audience of digital publications, in a relevant manner, to grow awareness of your brand.
Clearly, CBD advertising is a complex and unconventional venture. Navigating these murky waters isn’t easy and we are here to help.
Island Products can give your CBD brand the push it needs to stand out from the competition. Backed by our years of marketing and SEO experience in the cannabis industry, we offer our clients the following services:
- Brand development
- Website development
- Marketing planning
- SEO strategy
Avoid the risks of CBD marketing tactics that just don’t work and tap into our team’s insights instead. Contact us today to learn more.