Today, no brand strategy is complete without social media. And CBD brands are no exception. On the contrary, given some the complexities of advertising CBD, it is an integral part of the mix.
Before we look at the ins and outs of CBD on social, let’s quickly remind ourselves why these platforms are so great for new and more established brands alike.
Social platforms enable you to connect with customers and boost awareness about your brand, while driving leads and sales. With more than 3 billion people around the world on social media every month, the potential to attract and engage more users is incredible. And on the up.
Like any other marketing channel knowing your audience is crucial. Once you start to figure out your audience, brainstorm ways you can add value to their daily social experience. Whether this is through knowledge and education or humour, or just being a force of positivity amid so many fakes and false promises. Creating the perception of value (not just trying to sell) will naturally draw your ideal audience towards your brand.
When it comes down to it, great content means more loyal customers and more conversions.
However, as we all know, CBD is a tricky category. There is lot of uncertainty, some stigma, and reams of unclear regulations.
So, what does this mean for your approach to social media? How can you adapt?
1. Learn together
Once you’ve started to build an audience, you’ll also need to teach them about CBD and its potential benefits, as well as busting some of myths that linger on. Without being preachy, of course. Let them build their interest and learn for themselves through your visually satisfying, engaging content.
2. Keep your feet on the ground
Users and social media platforms are very sensitive about overpromises or the idea that CBD is a miracle cure for everyone – which it isn’t. This means it’s important to remain nuanced, highlight that one size doesn’t fit all and, above all, avoid unsubstantiated health or medical claims – including vocabulary like “cures”, “heals”, “prevents”, “avoids” and “fights against” any illness or health condition.
If you have specific, authorised health claims and evidence, obviously, make good use of them.
Remember that social platforms are great places to share stories. So, encourage your community to share theirs. User generated content usually speaks far louder than anything you can say.
3. Figure out the limits
Major social networks have a rather ambiguous view of CBD. Although Cannabidiol is increasingly mainstream, Google, Facebook, Twitter, Pinterest, and Instagram have all put up barriers to growth. At the same time, some what paradoxically, CBD influencers, brands and professionals abound on these platforms.
Facebook (and Instagram) continues to reject most CBD ads. Google is also strict on CBD-related advertising and most CBD related ads are off bounds. So, you’ll need to be very careful about the content for your paid ad, while simultaneously building a large organic online following.
Given these challenges and to maximise their social media impact, many CBD brands choose to team with specialists – like our teams at grow by mellow – who have experience in creating content, engaging audiences and converting them, not to mention influencer marketing.
If you’re an ambitious CBD brand looking to grow on social media, don’t hesitate to get in touch.