Operators around the world are seeking answers on marketing in the global cannabis industry. Here’s everything you need to know about playing the game on an international scale.
Key Takeaways:
- Advertising restrictions continue to limit cannabis marketing, and regulators show no signs of easing them anytime soon.
- Brands that build on borrowed platforms like TikTok or YouTube take significant risks.
- Cannabis brands need to diversify beyond paid advertising.
- Real growth comes from owned fundamentals like strong branding, customer retention, and community engagement.
- Global markets resemble the US cannabis industry a decade ago; early investors have the chance to become tomorrow’s leaders.
Everyone Is Blaming Regulation
How long can you go in conversation with cannabis operators before you hear “we just can’t market”? It’s a common complaint. While it’s valid, cannabis is not the only industry that faces restrictions.
Time for a reality check: as cannabis moves to a Schedule III substance, regulations around advertising are not going to get easier. The pharmaceutical industry has its own complicated web of restrictions. And as the global cannabis market develops, these restrictions are not going to magically go away.
Success means playing the game well on a bigger scale.
This Isn’t New (US Has Been Here Before)
The cannabis industry has overcome a lot to become an economic success. Operators encounter limited advertising options, experience platform bans from Meta and Google, and deal with restrictions left and right.
However, it’s high time we stopped acting as if we’re the only industry facing these challenges.
The Real Problem: Dependency on Easy Channels
When you try to build your business on channels you don’t own, you’re building a legacy on sand. We call this “Weedmaps-style thinking” — relying on someone else’s platform to build your brand.
Social media channels like Instagram, YouTube, and TikTok do not support cannabis content in any country, so if you build an audience there you risk losing your channel at any moment.
Paid ads are great, but they’re not the be-all, end-all of cannabis marketing. While some platforms allow cannabis operators to buy paid ads, the big ones, Google and Meta, do not.
All of these channels are part of traditional business plans. However, they do not play well with cannabis in the US, and that likely won’t change on a global level.
What Actually Builds Cannabis Businesses
To create an engaged, loyal community, cannabis brands need to rely on tried-and-true marketing tactics. Get off social media, and get into the real world using these points:
- Branding: What’s instantly recognizable about your brand? If your differentiator is just “growing good weed,” you’re already behind.
- Retention Systems: Acquiring new customers is more expensive than retaining existing ones. Cannabis brands need to create engaging loyalty systems that reward customers for coming back.
- Community: Cannabis survived prohibition because of a loyal community. If your brand doesn’t engage with the cannabis community locally, at the state level, or nationally, you’re missing a major opportunity.
- Organic Growth: Like the plant itself, growth should be steady and sustainable. If your company is focused on wild growth and profit numbers, you’re neglecting key pieces of your foundation.
Global Markets Are 10 Years Behind
The global cannabis market is just getting started. Despite the global supply chain’s weak infrastructure, brands that seize the moment, get creative, and adapt will find huge opportunities.
Ten years ago, brands like Camino, Wana, and Wyld launched their businesses. Today, customers across the country recognize these brands nationwide.
That’s the opportunity that global cannabis companies have right now, with the right early-stage branding and strategy.
The Operators Who Win
Cannabis operators know they need to stay flexible. When it comes to the global cannabis market, only those who adapt early, often, and build supportive systems will be the ones to rise to the top.
Skip the “quick fixes”, the “unbelievable hacks,” and the questionable “workarounds.” Invest in channels that you own, the community you’re based in, and the plant itself.
If you’re ready to establish a solid foundation, with channels that you own and a loyal, engaged audience, PufCreativ is here to help.
Reach out to our team today to discuss a new website, a robust SEO strategy, email marketing, and text communications that keep your customers coming back.
DISCLAIMER: The contents of this blog are intended for informational purposes only. Always seek the advice of a physician or other qualified healthcare provider with any questions you may have regarding a medical condition.
