How Instagram Is Pushing Cannabis Brands Onto Influencers

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Summary

Brands that are having their social media pages deleted for content violations are now relying on influencers to help market their products, and cannabis brands are no exception. Influencers have a ready-made platform and attentive audience, with recent studies showing that social media influencers have 16 times higher engagement rates than paid media and media-owned alternatives. Whether it is the rules themselves or the enforcement thereof that is inconsistent, the impact of social media silence on businesses and the trend towards tapping social media influencers to pick up the marketing slack is indisputable. Social media sites tend to be more lenient with individual content, which makes influencers an ideal adaptation to online regulations around promoting cannabis. Nugg Club in particular has worked with over 1200 influencers since July 2020, and 700 influencers so far in 2021.

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Social media sites tend to be more lenient with individual content, which makes influencers an ideal adaptation to online regulations around promoting cannabis.

The power of the social media influencer has evolved from a curiosity of internet culture to a fixture of the modern-day marketplace, and one that brands across sectors ignore at their peril. Brands that are having their social media pages deleted for content violations are now relying on influencers to help market their products, and cannabis brands are no exception.

Instagram, which is owned by Facebook, in particular, has a low tolerance for the marijuana industry, freely deactivating...

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