Cannabis Marketing Trends to Watch in 2024
2024 is poised to be a groundbreaking year for cannabis marketing, and Plant.Body.Soul. is always ready to help you ride the green wave.
Did you know, the United States cannabis market is projected to soar to an impressive $50.7 billion by 2028? This would mark an 88% increase from 2022. With 24 states, two territories, and the District of Columbia already regulating cannabis for recreational use, the stage is set for a crazy and exciting journey in canna-marketing.
As we step into this era, marketing teams face the exhilarating challenge of prioritizing brand awareness. Crafting targeted strategies that leverage the spaces where cannabis can be advertised and tapping into the preferred channels of their audiences will be crucial.
Here's a glimpse into our Top Four Cannabis Marketing Trends that will shape cannabis industry marketing this year:
Cannabis Marketing Trend #1: Connecting With Your Audience
We all know the secret sauce in cannabis marketing hinges on the deep connection you form with your audience. In such a saturated market, the key to standing out lies in aligning with the lifestyle of the people you want to connect with. So go ahead and learn about their interests, whether it's cooking, art, family, music—or simply being themselves— and watch them naturally gravitate toward your brand.
Don’t forget that authenticity is what will keep your audience loyal. Plain and simple: consumers seek genuine connections. This is why Influencer Marketing is crucial. Who you scout to represent your brand is a delicate process. It’s important to find influencers who authentically align with your brand ethos to cultivate the trust that drives loyalty in the cannabis industry.
In this landscape, the influential power of authentic voices is what will set you apart. We take care of it all with our Influencer Marketing and Management Program. Our team focuses on identifying influencers aligned with your brand, genuinely amplifying your message and building trust within established communities.
User-Generated Content (UGC) adds another layer to this connection, involving customers in shaping your brand narrative. The magic of UGC helps humanize your brand, making it relatable and trustworthy.
Here are a few ways you can incorporate user-generated content in your campaigns:
Giveaways and Challenges (encourage creative content related to your brand and boost engagement!)
Hashtag Campaigns (a branded hashtag not only builds a sense of community but also collects content you can for your campaigns)
Customer Testimonials (showcasing real experiences with customer testimonials builds credibility and provides potential customers with REAL insights into your product or service)
Email Marketing (encourage photo sharing using your product or service and showcase these in your email campaigns—diversify your content and create that connection!)
Cannabis Marketing Trend #2: SEO Keywords Across ALL Platforms
The strategic integration of SEO keywords across all content platforms is a game-changer. Whether you're navigating social media, crafting compelling emails, or building an engaging website, the use of keywords is pivotal in elevating your brand's visibility and securing a prime spot in search engine results.
Here are some ways to incorporate SEO into different facets of your business or brand:
Social Media Platforms (Instagram, Twitter, TikTok etc.):
Incorporate Relevant Hashtags: On social platforms, hashtags are the gateway to discoverability. Research and utilize industry-specific and trending hashtags to expand your reach. This not only increases visibility within your niche but also taps into broader conversations. Just be sure that the hashtags are not banned or your account may be targeted by the infamous algorithm.
Keyword-rich Captions: Craft captions that seamlessly integrate relevant keywords without compromising the natural flow of your content. Be mindful of your target audience's language and incorporate terms that resonate with them while aligning with popular searches.
Optimize Profiles: Ensure your social media profiles are optimized with relevant keywords. This includes your bio, business description, and any other sections that contribute to your platform's search algorithm. Consistency across platforms is key for a unified online presence.
Email Marketing:
Subject Lines and Preheaders: Infuse your email subject lines and preheaders with strategically chosen keywords. This not only improves open rates but also sets the tone for the content within. Aim for clarity and relevance to encourage subscribers to engage with your emails.
Content Alignment: Align the content of your emails with your overall SEO strategy. This includes incorporating keywords in the body of your emails, especially in sections that highlight products, promotions, or brand messaging. Remember, alignment between your email content and website content is essential for SEO.
Segmentation for Targeted Content: Leverage segmentation in your email marketing strategy to deliver targeted content to specific audience segments. This allows you to tailor your language and keywords based on the interests and preferences of different subscriber groups.
Website Creation:
Keyword-Optimized Content: Develop website content that seamlessly weaves in relevant keywords. From product descriptions to blog posts, ensure that your content not only resonates with your audience but also aligns with search engine algorithms. Regularly update your website content to stay relevant and maintain SEO efficacy.
Meta Tags and Descriptions: Optimize meta tags and descriptions with keywords that reflect your brand and product offerings. These elements play a crucial role in search engine ranking and can significantly impact the click-through rate from search results.
Mobile Optimization: As mobile usage rises, ensure that your website is optimized for mobile devices. Mobile-friendly websites are favored by search engines, contributing to better SEO performance.
The strategic use of SEO keywords across various content platforms is not just about improving search rankings; it's about connecting with your audience in a language they understand. By incorporating relevant keywords into your cannabis marketing strategy, you not only enhance visibility but also position your brand as a trusted and authoritative presence in the growing cannabis market.
Cannabis Marketing Trend #3: Embracing Longer-Form Video Content
In a digital landscape dominated by fleeting moments and snappy content, the winds of change are blowing to longer-form video content.
We saw short, quick-witted, trending content with Vine and Snapchat, and now with TikTok and Instagram Reels. This resulted in shorter attention spans, information overload, and “doomscrolling.”
But in 2023, many platforms tested more long-form content, with mixed reviews. It’s simply not what we’ve been used to. Is this such a bad thing? We don’t think so.
The answer to the pivot is simple: Connection. Short-form videos are perfect when you are starting, building your following, and simply trying to expand your reach. Long-form videos, on the other hand, help you build authentic connections with your niche, create a community, and tell your story.
So what’s the secret to long-form videos? We(ed) got you:
Begin your content with a captivating hook or a visually compelling sequence. Capture attention within the first few seconds to encourage viewers to stay engaged throughout the entire video.
Infuse personality into your content by showcasing the human side of your brand. Share behind-the-scenes footage, introduce team members, or narrate real-life stories that resonate with your audience. This fosters a sense of connection and authenticity.
It’s the year of subtle product placement! Instead of overt advertising, seamlessly integrate your product into the narrative. Let it naturally become a part of the story, making sure it adds value to the content rather than interrupting the viewer's experience. Think of it as a subtle yet effective way to showcase your product.
While trends can be tempting to jump on, stay true to your brand's identity and values. If a trend doesn't align with your community or feels forced, it's better to stay authentic. Authenticity builds trust, and audiences appreciate genuine content over forced conformity.
Cannabis Marketing Trend #4: Getting Up Close and Personal with Experiential Marketing
In an age all about the digital realm, experiential marketing is the key to making a lasting impression IRL. It helps create authentic connections that resonate emotionally, making sure your brand becomes an integral and organic part of your consumers’ lives.
Here’s what makes experiential marketing one of our favorites:
Authentic Engagement:
Experiential marketing enables cannabis brands to engage consumers authentically by creating immersive and memorable experiences. This authenticity fosters a genuine connection that goes beyond traditional marketing methods, resonating more deeply with the audience.
Education and Breaking the Stigma:
In an industry facing unique challenges online, experiential marketing serves as a powerful tool for educating consumers and demystifying preconceptions. These live, interactive experiences provide a controlled environment for cannabis brands to share knowledge, build trust, and reshape perceptions.
Community Building:
Cannabis brands benefit from experiential marketing's ability to foster a sense of community. By participating in local partnerships, events, and providing unique experiences, brands can connect with their target audience on a personal level, creating a supportive community around the brand.
Lasting Impressions and Brand Recall:
Experiential marketing creates lasting impressions that linger in the minds of consumers. The sensory and emotional aspects of these experiences make the brand more memorable. This heightened recall is invaluable in a crowded market, helping cannabis brands stay top-of-mind among their target demographic.
We always advocate for a tailored approach. That’s why Plant.Body.Soul. offers signature events designed to bring your brand to the forefront. From curated product showcases to interactive installations, our events provide an authentic and immersive journey into the true essence of your brand.
In the fast-paced world of cannabis marketing, 2024 invites us to embrace innovation and creativity. Stay ahead of the curve with Plant.Body.Soul. as we navigate these exciting trends, helping to elevate your brand in this flourishing industry.
We hope you found this information helpful! To learn more about cannabis marketing and beyond, be sure to follow us on Instagram, listen to The Plant.Body.Soul. Podcast and subscribe to our newsletter!