Tweeting about Buds: Twitter Now Allows Cannabis Advertising
Twitter has been known for being a platform for sharing ideas, news, and opinions since its inception. But now it's revolutionizing the cannabis industry by becoming one of the first major social networks to introduce cannabis advertising. This is a huge step forward in terms of cannabis brands' ability to reach consumers and share their message with the world.
Let's take a closer look at what this means for the industry, as well as how businesses can make use of this new opportunity.
Why Twitter Opened Up to Cannabis Advertising
The move by Twitter to allow cannabis advertising comes on the heels of several other major platforms doing so, including Facebook and Instagram. However, there are some unique benefits that come with using Twitter for cannabis advertising.
For one, Twitter has always had an incredibly engaged user base, which makes it ideal for reaching potential customers with timely updates about products and services. Plus, because Twitter is primarily used by millennials and Gen Zers—the generation's driving demand in the cannabis industry—it's a great way to connect with younger audiences who may be more likely to purchase products from your dispensary.
Moreover, there has been an apparent market shift in this particular market. According to Ashley Fields, the Senior Vice President of Marketing and Communications at Cann, in an interview with Digiday.com, her company previously utilized TikTok for short-form video content and Instagram to draw in adults of drinking age before the ban was lifted. However, she stated that she had observed a trend in 2021 among people over 21 who were searching for an alcohol-like experience without the negative side effects of alcohol.
Fields stated that "We've observed a substantial trend, particularly among Gen Z but across various age groups, genders, and income levels, in which people are shifting their habits away from alcohol and seeking alcohol substitutes." Indicating the gradual shift from alcohol to cannabis as the preferred lifestyle product for this young and thriving market.
What Types of Ads Can I Run?
At this point, only certain types of ads are allowed on Twitter. These include promotional tweets linking directly to product pages on dispensary websites, as well as targeted campaigns featuring images or videos that highlight products or services offered by dispensaries.
Keep in mind though that all ads must abide by state laws and regulations regarding cannabis advertising. Additionally, you'll need to ensure that all ads comply with Twitter's own policies which prohibit any content promoting recreational use or advocating against current laws governing the sale and distribution of marijuana products.
What are Twitter's Requirements For Potential Canna-advertisers?
Twitter has set out a number of requirements for potential cannabis advertisers on their platform. To advertise on Twitter as a cannabis business, you must follow certain rules to avoid breaking the platform's terms of service. Here are some of the key requirements:
- Obtain the necessary licenses and pre-authorization from Twitter to advertise your cannabis products.
- Advertise only in areas where it is legal to sell cannabis products. For instance, if your dispensary is located in California, your Twitter ads will only target California residents.
- Follow all applicable laws and guidelines that regulate the advertising of cannabis products in your state or region. This includes avoiding any health claims that you can't substantiate, and not making any medical promises.
- Avoid promoting the sale of cannabis directly in your ads.
- Your advertising should not appeal to minors or target people under the age of 21. Ensure that your ads include an age-gate to prevent minors from accessing your content.
Other restrictions include not using images or celebrities that appeal to minors, no minors, and pregnant women on the visual, not including any medical claims, refraining from depicting cannabis use or people under the influence, avoiding misleading or false statements, and not encouraging the transport of cannabis or cannabis products across state lines.
How Much Will Dispensaries Spend on Twitter Marketing?
It's no secret that cannabis brands are eager to get in on the action of Twitter marketing. With the recent changes to Twitter's advertising policy, cannabis companies now have the opportunity to promote their products and services on the platform. According to a survey conducted by Adweek, nearly half of cannabis marketers said they would be willing to spend up to $50,000 on Twitter ads this year.
The survey also found that cannabis brands are most interested in targeting audiences with the content related to product education, brand awareness, and promotions. This is likely due to the fact that many consumers are still unfamiliar with the various products and services available in the cannabis industry. By leveraging Twitter's ad platform, these companies can reach potential customers with informative and engaging content that will help them make informed decisions about their purchases.
Overall, it appears that cannabis brands are ready and willing to invest in Twitter marketing this year. With its expansive reach and ability to target specific audiences, Twitter provides an ideal platform for these companies to connect with potential customers and build relationships with them over time.
Where Else Can Dispensaries Advertise?
Various other online platforms have also adjusted their advertising policies to allow certain types of cannabis-related products.
For example, Meta has authorized adverts for specific hemp items, but only if they don't contain THC or CBD. Reddit approves advertisements for hemp-derived CBD products that are topical and non-ingestible in the US. In addition, Google recently made changes to its advertising policies to allow approved CBD pharmaceuticals and topical, hemp-derived CBD products with very low THC content to be advertised in some states, including California, Colorado, and Puerto Rico.
However, some advertising formats like YouTube remain prohibited, and some CBD-based products such as supplements are still not permitted to be advertised. It's crucial to note that advertising regulations for cannabis and CBD products can vary widely based on location and country.
In a Nutshell
Twitter is opening up a new world of possibilities for those wanting to advertise their cannabis-related businesses online. Combining an engaged user base and creative ad formats offers an exciting opportunity for dispensaries looking to get their name out there while connecting with potential customers in meaningful ways. So if you're looking for a new way to reach your audience, why not give it a try?
With proper research and strategic planning you could find yourself tweeting about buds in no time!