Reaching Your Target Audience More Authentically

The Creator Economy has been on the rise for some time. Before we talk about why cannabis businesses should be tapping into this trend, let’s explore why companies choose to work with creators.

Big brands like PepsiCo and L'Oreal use creator and influencer marketing to reach specific audiences in a more targeted and authentic way. PepsiCo has worked with popular creators and influencers in the gaming community to promote their Mountain Dew Game Fuel drink to a younger demographic who are passionate about gaming.

Similarly, L'Oreal has partnered with beauty influencers to promote their makeup and skincare products to a more diverse and inclusive audience. These collaborations allow big brands to connect with consumers on a deeper level and leverage influencers’ credibility to drive sales and brand awareness.

In addition to big brands like PepsiCo and L'Oreal, smaller brands have also found success in working with creators and influencers who are directly in their niche. One example of this is Sasquatch Soap, a small business that creates all-natural soap products for outdoor enthusiasts. By partnering with creators who share their passion for nature and adventure, Sasquatch Soap has been able to reach a highly targeted audience. The brand experienced a remarkable 400% year-over-year sales growth driven almost exclusively by online channels.

While in the past bigger brands used flashy, polished advertising, now companies are choosing to work with creators & influencers. Creators make content that is authentic, organic and relatable. And, influencers have audiences that trust their recommendations and take action to purchase.

How Cannabis Companies Can Leverage Creators & Influencers

The cannabis industry, which faces strict regulations around advertising and marketing, struggles to reach its target audience through traditional methods like advertising.

But, given what we see in the mainstream with creator marketing; maybe traditional methods aren’t all they’re cracked up to be.

Here’s what the big brands do that most cannabis businesses do not: DEFINE THE TARGET AUDIENCE.

You don’t see Mountain Dew trying to reach everyone with their marketing. Even a big brand that can afford Super Bowl style marketing knows that their dollars are wasted if they are spending to reach an audience that would never consider buying Mountain Dew. They’re not working with mom influencers and creators, they’re working with gamers.

Many cannabis companies think they want to reach “all cannabis consumers.” And, in creating products and messaging for everyone, it often feels like products are for no one.

So, who is your target demographic and how do you reach them?

Many cannabis & ancillary companies want to reach moms. Moms are changing the stigma of cannabis. Cannamoms tend to also eat healthy, take their mental and physical health seriously and are committed to raising well children.

The Cannamom community on Instagram and TikTok is pretty tight and very supportive. Bianca Snyder, aka High Society Mama is one of the leaders of the Cannamom movement. She hosts a weekly Sunday 9-11AM open forum (some call it their church) on Clubhouse where hundreds of moms flock to share stories about how cannabis heals and lift one another out of stigma. Bianca has the eyes and ears of more than 100K Cannamoms across the US on her social media platforms. Her funny videos get thousands of views and help moms feel better and less alone. Brands who work with Bianca get to reach her powerful network and receive the endorsement of one of the most trusted women in weed. Check out Bianca’s channel on the Hi-Curious Content Marketplace.

If your target isn’t moms, maybe, like Sasquatch, your product is made for outdoor enthusiasts. Maybe you make a great smell-proof bag, or you have a safer and more discreet method for consuming in the great outdoors. Find creators and influencers who live the lifestyle that you want to see your product as a part of everyday, and partner with them.

Here are some ways that cannabis companies can partner with creators & influencers to reach audiences more authentically:

1. “Lifestyle Partnership” - This is where a creator or influencer includes a product/brand/business in their everyday lifestyle content. For example, creator Krystale Ortiz includes brands like TribeTokes, Chill Steel Pipes & Mama Jane’s Cleaner in her content throughout the week. The products appear organically in her stories and reels. The brands pay her monthly and she includes them in multiple pieces of content.
2. “Promotional Campaign” - If you have a big sale coming up, or, even better, a new product launching, working with one or more influencers will help you create content that resonates with and reaches customers. BeautyWhoBurns is a cannabis creator who makes scroll-stopping videos and helps brands with their social media marketing. Victoria can help you maximize your budget with creative posts, hashtag research and even taking over your instagram to go live and/or optimize you for the algorithm.
3. “Influencer Collaboration” - want to get your product in front of a cannabis audience that’s dying to get their hands on all of the latest gadgets? Partnering with Bradley King can get your products seen by thousands in his popular reels and inspiring stories. Bradley King currently works with top brands like Ccell, MooseLabs, and Gpen. By partnering with Bradley, cannabis ecommerce businesses can tap into his audience of hundreds of thousands of cannabis consumers and drive traffic to their websites.

The Creator Economy has continued to thrive, even during the pandemic and economic recession. It offers a way for businesses to adapt to changing circumstances and reach their full potential in the industry. Cannabis businesses that want to connect with their target customers in meaningful ways that lead directly to sales can get started by visiting Hi-Curious.com.