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The Do’s and Don’ts of Cannabis Marketing

Sari Klaczkowski
Written By
Sari Klaczkowski
Published On
Oct 06, 2021
A mobile phone with a cannabis leaf cut out

Canada’s recreational cannabis market has grown exponentially since its legalization in 2018. With an increase in brick-and-mortar retail stores in Ontario, British Columbia, and Quebec the competition to stand out among the crowd is more difficult than ever. That’s why creating and executing cannabis marketing campaigns that resonate with your target audience is integral to your brands success.

Unfortunately, navigating the murky waters of the ever-evolving cannabis digital marketing laws can be difficult. From accounts being blocked on social media, to the uncertainty surrounding promoting discounts or testimonials – The Influence Agency is here to break down the do’s and don’ts of cannabis marketing, so your brand can shine online without having to worry about content being reported. 

Get ready to weed out the competition with our help!

Don’t Market Blindly; Study the Rules

Unlike most industries — where there is more freedom in designing digital campaigns — marketing cannabis requires you to follow a strict set of rules. Studying the cannabis marketing regulations set out by the Canadian government will help you avoid your creative efforts going to waste and will enable you to steer clear of any potential penalties. 

After all, an informed marketer who adheres to cannabis digital marketing laws will always be a more proactive and effective one!

Solidify Your Brand as an Industry Expert

Joining niche websites that are geared towards cannabis consumers and industries is one of the safest ways to put your business’ name out there. Getting banned on social media is such a common occurrence, therefore, leaning on hyper-focused websites, podcasts, and magazines are among the best options in terms of directly connecting with an interested audience – all without having to worry about getting blocked. Looking into these opportunities will help you gain traction much faster. 

While advertising partners are crucial to cannabis marketing, these mediums alone are often not enough to establish a stable name. Building a website and social media presence that manages to resonate with your target audience should be prioritized as well.

Highlight the Medicinal Benefits, Not Just the Recreational

The cannabis industry may be thriving, but the stigmas that surround it continue to be prevalent as well. Highlighting the products’ medicinal benefits with the purpose of educating is one of the best ways to navigate cannabis marketing and gain the trust of your target audience. 

According to reports, cannabis can be helpful in terms of sleep management, reducing inflammation, and pain management for chronic conditions such as fibromyalgia, arthritis, and migraines. Sometimes, it’s also prescribed to patients who suffer from anxiety, epilepsy, Parkinson’s disease, or multiple sclerosis. 

Rather than stating its recreational benefits alone, sharing information based on these medical studies will help establish your brand as more trustworthy in the public eye — and it might just contribute to reducing the stereotypes surrounding cannabis

cannabis leaf art on a latte and a mobile phone

Leverage Brand Testimonials, Not Product Testimonials

One of the basic rules in cannabis marketing is that you can’t use customer testimonials that talk about your products, but you can use them if they talk about your business as a brand. 

If you want to feature testimonials on your website or on social media, encourage your clients to speak up on what they love about your brand rather than specific products. Do you offer excellent customer service? Do you provide other services for added convenience, such as same-day delivery? Has your business succeeded at educating the masses with interesting information? It’s these types of comments that can generally be used to paint your brand in a good light, while still following cannabis digital marketing laws. 

Gift Influencers Instead of Paying Them

You probably didn’t realize it, but the power of influencer marketing can cross over to the cannabis side — you just have to carry it out strategically and discreetly. One of the ways to do this is by connecting with cannabis influencers

While you can’t pay influencers to promote a cannabis brand, you can gift them with your products and leave it up to them to post about it or not. Up your chances of gaining a “thank you” post on their social media by presenting your brand and the gift in a unique way. Don’t forget to include a thoughtful note! From there, all that’s left to do is keep your fingers crossed. 

Use Appropriate Imagery, Not Animations

Cannabis marketing campaigns should only be targeted towards those who are 21 years old and above. Therefore, using imagery that might appeal to younger audiences should always be avoided. This includes cartoon-like images or animations that might spark the interest of children. 

Remember to always stick to appropriate branding elements to ensure a smoother cannabis marketing process. 

cannabis buds, marijuana leaf, and a grinder on a pink background

Execute Cannabis Marketing the Smarter Way

Cannabis digital marketing laws make designing campaigns a tricky process — but you don’t have to figure it out alone. 

Looking for a team that can make your cannabis marketing efforts stand out online? Whether it’s social media marketing or influencer marketing, we’ll show you how far your business can go when the experts at The Influence Agency have your back. 

Connect with us today to start seeing accelerated success in your cannabis marketing efforts!


  • Sari Klaczkowski is a Client Success Manager at TIA. She is passionate about influencer marketing, building strong relationships and delicious coffee.

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  • Sari Klaczkowski is a Client Success Manager at TIA. She is passionate about influencer marketing, building strong relationships and delicious coffee.

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