Episode 20: Social Hour: Influencer Magic and the Evolution of Cannabis Marketing

 
 

Episode Summary:

Dive into the future of social media, storytelling, and the booming cannabis industry with Tayla and the Plant.Body.Soul. team in this electrifying podcast episode! Uncover the secrets behind the shift from product promotion to placement on platforms like Instagram and TikTok. Join the discussion on the art of brand storytelling, discovering the importance of knowing your identity and connecting with your audience on a personal level. Tayla and Jen reveal valuable insights, urging brands to invest in creative minds for captivating content. Get an exclusive sneak peek into the exciting trajectory of Plant.Body.Soul., expanding beyond Arizona and venturing into international markets. Brace yourself for the evolving cannabis landscape, psychedelics, and the power of influencer marketing. With engaging banter and industry expertise, this episode is your passport to the future of marketing and cannabis. Don't miss out – hit play now!

Show Notes:

Segment 1: New Year's Intentions

  • Timestamp: 00:01:05

  • Jen, Tayla, and Gordon reflect on their New Year's intentions and experiences with dry January.

  • Gordon shares his struggles with abstaining from beer during concerts.

Segment 2: California Sober and Natural Living

  • Timestamp: 00:01:50

  • Discussion on the concept of California Sober, exploring substances other than alcohol.

  • Jen delves into the paradox of pursuing natural living while occasionally opting for non-natural practices.

Segment 3: Intentions and Foundations

  • Timestamp: 00:03:18

  • Jen shares her intentions, emphasizing love, playfulness, and laying the foundations for freedom.

  • Discussion on the positive energy and motivation that comes with the start of the year.

Segment 4: Social Media Platforms Preferences

  • Timestamp: 00:05:17

  • Exploring preferred social media platforms: Instagram, LinkedIn, Twitter, and YouTube.

  • Gordon expresses TikTok envy, recognizing its potential impact on content creation and E-commerce.

Segment 5: New Social Media App - Lapse

  • Timestamp: 00:10:23

  • Tayla introduces the new photo-sharing app, Lapse, focusing on disposable camera aesthetics.

  • Discussion on the unique onboarding strategy, creating intrigue and exclusivity.

Segment 6: The Evolution of Social Media

  • Timestamp: 00:15:25

  • Reflecting on the evolution of social media, from Snapchat's longevity to the relevance of platforms like TikTok.

  • Acknowledging the professional utility of LinkedIn in business-to-business connections.


Segment 7: The Future of Social Media

  • Timestamp: 00:16:45 - 00:17:57

  • Discussion on the future of social media and anticipated changes.

  • Gordon emphasizes the rise of micro-influencers, highlighting the authenticity and trust associated with smaller, engaged audiences.

  • Tayla adds that authenticity is becoming more crucial, pointing out the trend of influencers allowing their audience to feel a sense of companionship.

Segment 8: Influencer Marketing Evolution

  • Timestamp: 00:18:01 - 00:20:05

  • Tayla discusses the evolving landscape of influencer marketing, emphasizing the shift towards authenticity.

  • Jen notes the growing popularity of their influencer marketing program and the importance of collaborating with genuine and authentic content creators.

  • Excitement expressed about an upcoming podcast episode featuring influencer Aiesha Beasley.

Segment 9: Influencer Culture Dynamics

  • Timestamp: 00:20:23 - 00:21:57

  • Discussion about changing perceptions of time required for influencer success.

  • The observation is that influencers can now achieve success more rapidly, leveraging virality.

  • Gordon touches on the impact of AI, mentioning the emergence of AI influencers that look human.

Segment 10: Leveraging Influencers for Business

  • Timestamp: 00:22:39 - 00:24:57

  • The significance of finding the right fit between influencers and brands for successful collaborations.

  • Gordon emphasizes the importance of authenticity, highlighting the natural and authentic connection between brands and micro-influencers.

  • Tayla shares examples of small businesses gaining rapid success through influencer collaborations, especially on platforms like TikTok Shop.

Segment 11: Maintaining Authenticity Online

  • Timestamp: 00:26:13 - 00:28:57

  • The challenge of maintaining authenticity online without oversharing.

  • Jen emphasizes the importance of influencers being upfront about sponsorships and being genuine in their product endorsements.

  • Discussion on platforms like TikTok implementing features to inform users about edited content and paid promotions, promoting transparency.

Segment 12: Predicting Trends in 2024

  • Timestamp: 00:30:21 - 00:35:58

  • Influencers like Tayla predict a rise in product placement over explicit promotion on platforms like Instagram and TikTok.

  • Tayla emphasizes the importance of parasocial relationships, suggesting that audiences are more likely to engage with products seamlessly integrated into content rather than explicitly promoted.

Segment 13: The Art of Storytelling for Brands

  • Timestamp: 00:35:58 - 00:42:46

  • Discussion on the significance of brands knowing their identity and telling compelling stories.

  • Emphasis on the importance of understanding and targeting specific consumer avatars to create tailored and relatable content.

  • Tayla and Jen stress the need for brands to invest in creative minds or collaborate with agencies to develop impactful narratives, especially in the short attention span context of social media.

Segment 14: Plant Body Soul's Future and Industry Outlook

  • Timestamp: 00:42:49 - 00:45:54

  • Anticipation for Plant.Body.Soul.'s expansion beyond Arizona, with influencers and events reaching New Jersey, Michigan, Illinois, and international locations.

  • Positive outlook for the cannabis industry, expecting growth with new products and consumption settings, including psychedelics.

  • Acknowledgment of the importance of a strong team and gratitude for collaborators like Tayla for their social media prowess.

Segment 15: Closing Remarks

  • Timestamp: 00:45:54 - 00:46:59

  • Jen expresses gratitude for Tayla and the team, emphasizing the importance of a diverse skill set within the team.

  • Calls for listener engagement, encouraging reviews, subscriptions, and social media followings.Follow us on YouTube, Instagram, and sign up for our email list for updates and events.

Tony Jensen