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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.

Benefits of Medical Marijuana

The Oral Health Benefits of CBD [VIDEO]

Carissa Stevens

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Oral Health Benefits of CBD

Suffering from toothache and gum problems? CBD may be the answer. Known for its potent pain-relief and anti-inflammatory properties, CBD can provide great relief for gum and tooth diseases as it reduces irritation and promotes faster healing. Watch this video to know more.

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Cannabis Legalization

The Wonderful World of Weed Edibles

Jordan Webber

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Cartoons to Watch with CBD Edibles

Smoking anything can be very harmful to your body and many people prefer not to smoke. Although some people believe that smoking marijuana is better for your overall health than smoking cigarettes, the smoke can still have harmful effects. Sometimes people want an alternative. They want to feel the effects of marijuana, without actually smoking it. Weed edibles are the best way to do so. In this article. we’re going to be talking about what are weed edibles and how they affect your body and the modern cannabis market of today.

What Are Weed Edibles?

Weed edibles are different kinds of foods and drinks that have been infused with marijuana. This is achieved by creating marijuana oil and adding it to a desired food or drink. Some may argue that a drink infused with marijuana is not a weed edible, as you drink it, not eat it, but they may refer to it as a weed drink. The most common types of edibles include baked goods and candies, but the possibilities are endless when it comes to weed edibles. If marijuana and weed edibles are legal in your state or whichever country you live in, you can purchase premade weed edibles at a marijuana dispensary. You can also make your own if you have access to some cannabis.

How Do Weed Edibles Effect The Body?

There are two main types of weed edibles that you can purchase; THC weed edibles or CBD weed edibles which both have different effects. THC or Tetrahydrocannabinol is a cannabinoid and the main psychoactive component in marijuana. CBD or Cannabidiol is one of the major active ingredients in cannabis that comes from the hemp plant which is apart of the marijuana family. If you choose a weed edible with THC, then you will feel a high or a sense of euphoria and some sedation, whereas if you choose CBD, then you won’t experience a high, but you may feel more relaxed or relief from any chronic pain you may be suffering from.

Weed edibles can be a great option if you don’t want to smoke marijuana, but you do need to be careful of how much you eat as they are a lot more potent than your average joint. When eating weed edibles, it is absorbed differently than if you were to smoke it. In short, when cannabis is consumed rather than smoked, it gets metabolized by the liver and changed from delta-9 THC to 11-hydroxy-THC. This creates more of a psychedelic effect which is completely different compared to your average high.

Another thing is that it is a lot easier to dose yourself correctly when you smoke because you can control how much weed you want in your joint, blunt, or bong. With weed edibles, if you eat too much, you may experience extreme paranoia especially if you are inexperienced with marijuana plus it takes longer to feel the effects from an edible than if you were to smoke, so it can be very easy to consume too much. If you are new to marijuana and experimenting, then it is advisable if you decide to eat a weed edible, you only eat a small amount and see how you feel after 30 minutes- 1 hour.

To conclude, weed edibles can be the perfect alternative if you want to feel the effects of marijuana without smoking. There are tons of options in regards to the type of edibles you can get and the effects they have on your body. Whether you choose a CBD weed edible or a THC weed edible, make sure to do your research beforehand and decide which type and how much is right for you. Talk to friends and family that have experience which weed edibles and marijuana or even a budtender at your local dispensary as they may be able to guide you in the right direction. Just have fun and be safe while experimenting, because marijuana has great effects and can be a lot of fun plus help with a lot of issues.

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Cannabis Lifestyle

How to Use CBD Oil for Massage [VIDEO]

Carissa Stevens

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CBD Oil for Massage

When CBD is applied topically, it may help relieve pain and inflammation. That is why CBD oil is ideal for relaxation and is perfect to use on any tense part of the body, such as the shoulders and back. It is also great for those who are suffering from ailments such as arthritis or gout. Watch this video to learn how to use CBD oil for massage.

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