Influencer marketing is not a one-size-fits-all approach, so it’s important to craft your strategy with attention to detail, knowledge of the field, and reasonable expectations.
Thanks to tremendous cultural and scientific progress, we as a society have been able to integrate cannabis into multiple aspects of our daily lives, and with that comes the emergence of distinct brands and products targeting various consumer demographics. So it should go without saying that the target audience of your brand should align with that of the influencer’s audience. And you should be creating audience-specific, highly curated content.
Consider the quality and engagement of followers, rather than simply a mass quantity of people who perhaps can’t even access your product because they’re not in the same state where your brand is available.Two of the most cliche and overused statements in cannabis branding are “premium” and “luxury.” Luxury isn’t a trait that can be manufactured. It’s a feeling and overall aesthetic.
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