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Reaching New Audiences: Cannabis in the Age of Social Media

Carissa Stevens

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The cannabis industry is undoubtedly one of the hottest topics just about anywhere you look today. After all, while it is an ever-evolving landscape that calls for prevalence, decriminalization, legality, and accessibility, especially towards the public, there is still very much a stigma surrounding the use of this plant and other cannabis products on the market.

Often, cannabis brands and companies get a bad reputation for conjuring images of lawlessness and regulatory abandon, as well as the perennial stoner archetype that seeks to lump cannabis culture into one tight category. Alongside the continuing fight against prejudices, cannabis products and businesses have grappled to maintain relevance and presence in the public eye through the various social media platforms.

Besides furthering the discussion on the current political climate and economic realities surrounding businesses, medical marijuana and healthcare, and of course, criminal justice, the social networks of today stronghandedly help transform the way we see, think, and consume these cannabis products.

The shift from traditional marketing and advertisement to social media allowed organizations to break barriers and reach more audiences than they can ever imagine. Gone are the days when individuals and businesses solely relied on word-of-mouth marketing or even brick-and-mortar establishments. Today, social media platforms have set a revolutionary approach to marketing and they are certainly not going back.

Cannabis in Social Media Networks

Perhaps the three most influential and powerful social media networks of all time are Facebook, Instagram, and Twitter. All three generally command a strong following and provide a community for discussions, and recently, for selling products.

For a cannabis brand, however, even these platforms may appear restricting, what with the numerous restrictive rules and regulations and place. As a matter of fact, for many marijuana companies, the life in these platforms can be quite gruesome, and truth be told, a different kind of warfare.

Apart from the cutthroat competition, the complex algorithms of these platforms also make it a tough landscape to navigate. One wrong move – whether it be a post that “violates” community standards and whatnot – can get followers removed from accounts, or worse, accounts being disabled. These algorithms can make or break a brand, from followers seeing content churned out by firms to content being closely monitored to closing accounts entirely.

Despite these, all three platforms, particularly Instagram, has served as a revolutionary marketing tool that allowed businesses to thrive and reach new heights. Although these cannabis businesses aren’t exactly permitted to operate businesses on social media, they have come to carve their own niche in these spaces.

To continue reaching audiences organically, cannabis products and related content must adhere to community rules and standards, such as putting age restrictions. With e-commerce out of the picture for those in the marijuana industry, businesses in this category have taken to fresher and more innovative approaches to attract consumer interest and to grow sales. Case in point? Highlighting lifestyle and education, rather than simply erring on traditional promotional and retail techniques.

While there certainly are restrictions in place, there is no surprise that Instagram remains king in marketing. It has become an essential platform for building a cannabis presence and increasing engagement. Not to mention, this also serves as a gateway for getting and bartering goods.

Instagram, after all, has become synonymous for curating beautiful images that tell a story, thereby driving consumers to connect to the growing interest towards cannabis culture and vise versa. One study even shows that despite the restrictions of this Facebook-owned network, cannabis advertisements are still very much prevalent, and have been, in fact, responsible for the increase in cannabis use and interest, including in younger generations.

While Instagram is definitely at the top of the social media marketing game, that is not to say the other platforms are not doing its thing. More than anything, Twitter is serving as an avenue for conversation and dialogue surrounding the various issues the cannabis industry faces. Twitter is also at the forefront of sharing news and all the latest happenings.

Meanwhile, Reddit provides different insights towards the growing interest in stocks, as well as the place to come for more (in-depth) community talk. Meanwhile, YouTube is not behind these platforms, with the video-sharing and content page providing clips and videos of various topics – from growing your marijuana plants, cleaning your CBD vape pen and even reviewing CBD beauty products.

Branching Out to Other Media Sources

Apart from the aforementioned social networking sites, other platforms are also joining the trend and the advocacy of not only legalizing marijuana, but also decriminalizing it. While the majority of the states in America today have legalized the use and selling of this plant, there is still much push against its federal restrictions.

One of the biggest names in the media industry that you can come across is Netflix. This streaming giant has become a household name in the past few years thanks to the extensive collection of titles under its name. In the past few years, Netflix has helped bring cannabis-centric televisions shows and documentaries closer to the people.

One of the more provocative yet downright enlightening shows that center on marijuana is Grass is Greener. More than tackling the war on drugs, this documentary film explores the racial injustices that are still deeply rooted in the United States and its relation to the plant.

Just this 2020, Netflix produced yet another original creation, Cooked with Cannabis, this time attempting to destigmatize the plant by providing viewers with an elevated dining experience. This show emphasizes the artful and creative interpretation of THC and CBD oil creations in food.

Other marijuana documentaries that are worth giving a shot is The Culture High, with Snoop Dogg, Wiz Khalifa, Joe Rogan, and Sir Richard Branson all participating in one hilarious and deeper insight on the drug. Kid Cannabis is also a beautiful and real-life representation surrounding the use of this plant.

Meanwhile, HBO is not far from Netflix, with the network having its own High Maintenance comedy series attract thousands, if not millions, of viewers. Disjointed has also seen millions of viewers get hooked with its content on HBO.

Ronin, on the other hand, has taken cannabis media consumption to a whole new level – dedicating a streaming service entirely for this plant and other CBD oil-related content. Some of the highly controversial and engaging shows that people can watch are Marijuana Mania and Pot Pie.

Even established publications such as the likes of Playboy are using their platform to help change the current landscape. In many ways, these once traditional pillars of publishing, advertisement, and entertainment are now calling for a new kind of advocacy or awareness.

In a recent op-ed, Playboy called for the legalization, decriminalization, and destigmatization of cannabis. Alongside their fight towards cannabis law reform, the brand has kicked off a mentorship and advocacy campaign that assists the underserved and underrepresented entrepreneurs within the cannabis industry.

Another prominent figure that is challenging mainstream media and gearing to put cannabis into the limelight is David Hershkovits. Known for establishing Paper Magazine and a writer for different publication with the likes of GQ and Vanity Fair, Hershkovits is now using podcast closer to the people through this Light Culture segment in partnership with Vancouver’s Burb Cannabis.

Other podcasts that are worth listening to if you have the time is Blunt Blowin’ Mama. This is primarily women-led and centered on moms and who consume cannabis products, which is certainly a breath of fresh air on its own.

How to Know More About Cannabis Culture

Given that the cannabis landscape is constantly changing and expanding, you might want to also grow your knowledge on the various issues and concerns tackled today. If you are interested in appreciating cannabis on your feed and furthering your insights, below are cannabis-focused social media sites and pages to check out:

  • Plants Before Pills

Plants Before Pills is an online publication which provides a great resource on all the latest events and happenings on all things cannabis. They deliver high-quality educational content and stories – from news articles to how-tos ane everything else in between. This is one resource you can find on IG, Twitter, and Facebook.

  • High Times Magazine

No stranger to us, this is arguably one of the most significant and transcendent online marijuana-centric publications around the globe. It lends timely news surrounding the plant, as well as a wealth of other topics such as enjoying cannabis and CBD products, politics, features, and many others.

  • Old Pal Provisions (@oldpal on Instagram)

Old Pal Provisions is a cannabis company that offers a number of quality artisan goods ranging from clothes, paraphernalia to good old marijuana itself. Rather than going the more popular route and tapping influencers, this brand surely carves its own path by working with people who truly identify with cannabis culture.

Old world, groovy meets edgy, modern visuals, Old Pal succeeds in standing out from its competitors by putting up a series of posts that seemingly create a poster-like appearance. More than its eye-catching visuals, the brand is worth a visit because it continually supports and promotes causes – from the feminist movement to the recent Black Lives Matter movement.  

The Bottom Line

The prevalence of cannabis in the age of social media shows that there is a high demand for content and connection with the culture. With these platforms, you can definitely immerse yourself in the movement and learn more about the plant and the culture surrounding it.

Cannabis & Pets

Why Giving Your “FurBaby” CBD Can Be Beneficial

Stacey Wellington

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CBD Hemp Oil

While many are familiar with the incredible benefits of CBD in the human body, only a few are aware that similar effects are attainable for their furry friends. While CBD is part of Cannabis Sativa, rest assured, your pet will not get high from ingesting it, however, they can benefit from it greatly, as cats, dogs, and other pets also have an endocannabinoid system, and since many conditions that exist in humans are also present in animals, they will reap the same benefits from incorporating CBD into their lifestyle as humans would.

How CBD can help your pet depends on what conditions your pet suffers from, below is a list of benefits that CBD provides to pets and their owners. If any of those conditions apply to you or your loyal companion, you might want to take a closer look at CBD products for pets.

CBD Is an Anticonvulsant 
CBD has become a widely known treatment for seizures, that applies to animals as well. Numerous studies have proven that CBD is an effective treatment in controlling tremors, tics, seizures, and spasms. CBD is also able to help manage seizures caused by epilepsy and spasticity due to multiple sclerosis. CBD is a powerful anticonvulsant that can help restore order to the overreactive neurons and allow them to fire at a normal rate, reducing the number of convulsions.

CBD Reduces Stress and Anxiety
While you may be familiar with an emotional support animal for those that suffer from anxiety, pets can too suffer from the same conditions. Animals, similarly to humans, suffer from stress, anxiety, and phobias. CBD has become an alternative to the commonly used anxiety medication due to its similar effects on the body and mind. CBD can help temporarily boost serotonin levels in the brain and decrease stress, making it an effective treatment for anxiety in both pets and humans.

CBD Is Anti-Inflammatory and a Painkiller 
CBD is a powerful anti-inflammatory compound that reduces pain symptoms caused by conditions such as arthritis, multiple sclerosis, migraines, and even cancer. By reducing the inflammation in the body, not only does CBD help reduce pain, but it also helps to manage the condition itself. CBD has also been proven to be a painkiller by its ability to stop the absorption of anandamide. With the increased levels of anandamide in the body, the pain signals to the brain are significantly reduced, therefore allowing for temporary ease in the amount of pain your pet is feeling.

CBD helps ease vomiting and nausea 
Nausea and vomiting are extremely common symptoms in both humans and pets. They can be a result of various conditions or a side effect of certain medications. Although common, they are no less bothersome and can cause a variety of other symptoms such as dehydration, fatigue, etc. Studies show that CBD is a very effective antiemetic and helps to control nausea as well as vomiting, all while stimulating the appetite. While being a powerful treatment for nausea, it lacks the common side effects of traditional medications, making it a safe choice for your pet.

Whether your pet suffers from any chronic conditions or you simply want to better the quality of their life, CBD is a safe for pets supplement that you can easily incorporate into their routines to decrease stress, and increase overall well-being.

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Cannabis Lifestyle

Can CBD Help Improve My Gut Health And Digestion? [VIDEO]

Carissa Stevens

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CBD Help Improve My Gut Health And Digestion?

There are plenty of claims about how CBD can benefit gut health and digestion. According to some experts. CBD can impact the digestive system by providing digestive support and by soothing and calming the digestive organs. Dr Oz and investigative reporter Maria Schiavaocampo sheds more light on these claims.

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Cannabis Blogs

How to Start Vaping

Daniel King

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How to Start Vaping

If you haven’t tried vaping yet but are considering giving it a try this article is for you! Vaping is easy and efficient but you need to choose the right oil and dispenser. So, let’s get stuck in and find out on how to start vaping.

What type of vaporizer?

Firstly, you need to choose a vaporizer. There are different types of vaporizer on the market. Each has their pros and cons, but the easiest and most affordable option when you are starting out is a vape pen.

  • Disposable Pen – These pens are low cost and come prefilled. Each pen is disposable, and you cannot refill it can once you reach the set number of puffs. The range of flavours and ingredients change depending on the manufacturer.
  • Reusable Pen – These use prefilled cartridges that you load into the pen. The cartridges can differ in shape so pay attention to ensure your pen and cartridge are compatible. Again, flavors and ingredient vary by manufacturer.
  • JUUL – JUUL is a brand specific reusable pen that special vape pods. JUUL takes nicotine or CBD pods so you can use it interchangeably.

Can you Vape CBD oil?

Yes, but only CBD oil made for vaping. Regular CBD oil is for oral consumption, and if you try and vape it, the results won’t be pleasant. You should only vape specially formulated CBD e-liquid known as vape juice. If in doubt, ask for advice when you shop.

Choosing an Oil

First of all, it’s important to pay attention to the ingredients of vape juice. Avoid oils that contain harmful ingredients such as diacetyl and 2,3-Pentanedione. These ingredients are toxic may cause bronchiolitis obliterans, also known as popcorn lung. Health and safety should be your primary concern, followed by cost. Also, try to always buy quality oil with known ingredients.

How to Start Vaping

Once you choose your vaporizer and vape juice select, you’re ready to vape! Before you start, please read the manufacturer’s instructions for your vape pen. If you know how to use it properly, you won’t cause damage to yourself or the pen.

Vape pens fall into two categories: draw activated and powered. All disposable pens and JUUL are draw-activated. So, once you have fitted your chosen pod to the JUUL, all you need to do is place the vape pen into the mouth and draw. Some cartridge pens are also draw-activated. Again, install the cartridge, place in your mouth and away you go.

If your reusable vape pen has a power button, install the cartridge, press the power button five times, and then you’re all set.

As you can see, once you have the right product and the corresponding device, vaping is easy. Experiment with different flavours and brands but remember to pay close attention to the ingredients!

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