Successful Influencer Marketing for Cannabis Businesses (Who? What? Why? and How Much?)

In the cannabis industry, influencer marketing offers a powerful, and under-utilized way to connect with your audience. But if influencer marketing isn't done right, it can impact your brand reputation. Many brands have been turned off from influencer marketing due to bad experiences or the fear of missteps.

With all of the restrictions the industry faces, it can be hard to make the decision to invest in influencer marketing. However, when done right, it can propel a brand into consumer consciousness effectively and most of all, authentically.

Many cannabis/ancillary brands struggle with where to start. How do you find local or national influencers who align with your values? How much should you pay? How do get great results? How do you even know what good results are?

If you have been thinking of trying out influencer marketing in 2025, the perfect time to test and learn is now.

This article aims to give you a starting point and help you develop a strategy to see if influencer marketing is for you.

Who Should You Work With?

When it comes to cannabis marketing, who you choose to represent your brand is crucial. Many mainstream influencers shy away from working with cannabis companies due to the potential risks—both to their reputations and their social media accounts. Platforms like Instagram and TikTok have strict rules about cannabis-related content, and influencers fear penalties such as content removal, shadowbanning, or even account suspension. Moreover, these influencers may be concerned about alienating future, non-cannabis-related brand partnerships.

But this doesn’t mean influencer marketing is off-limits for your cannabis brand. Niche micro-influencers—creators with smaller but highly engaged audiences—can be incredibly effective in connecting with the cannabis community. These influencers tend to be more authentic, often sharing personal stories about cannabis use, wellness, or lifestyle topics. They’re not just promoting your product—they’re genuinely interested in it, which resonates with their followers. They are cannabis advocates first.

Local or National?

Are you looking to reach people who are new to cannabis in Ohio? Or do you want to reach cannabis enthusiasts across the entire US? Well, let's think about your audience. Draw a picture of your ideal customer in your mind. Maybe you have 3 ideal customers. Now look for influencers who fit the description of the customer. Or, even better, spend time learning about their audience. Does it cross over with yours? Then this person could be an ideal fit for you.

If your customer is someone who is constantly traveling, or loves to go out to dinner, reach them through influencers who talk about these topics. Cannabis influencers will naturally share with their audiences how your product fits into their lifestyle.

Why Should You Work with Influencers?

Let’s address the why behind influencer marketing for cannabis brands. The main reason is authenticity. In an industry that’s still heavily regulated and misunderstood, the power of authentic voices cannot be overstated. Influencers who genuinely believe in the benefits of cannabis can provide credible endorsements that traditional ads simply can’t replicate.

At Hi-Curious, we recently partnered with a cannabis brand for an influencer campaign in Arizona and Florida. We worked with local micro-influencers who were true cannabis users and advocates. The campaign was a success—building brand awareness, creating engaging content, and establishing a strong connection with the local community.

However, in Q3, the client wanted to pivot and collaborate with larger, mainstream influencers, including sports figures and media personalities. None of these individuals had an obvious personal connection to cannabis, which raised red flags. As expected, the content they created lacked authenticity and did not do well in the algorithm. Even worse, several posts were flagged and deleted by Meta, hurting the campaign's momentum.

Hot tip: Influencer posts are the ideal advertising. If your contract is negotiated correctly, you may be able to repurpose content as advertising (Meta, Twitter/X, LinkedIn). This UGC style advertising is highly effective and can also be negotiated with an influencer after you see the content doing well organically.

What Should You Ask Influencers to Do?

Once you’ve identified the right influencers, you’ll need to determine what you want them to do. The key is aligning your goals with content that feels natural for the influencer’s audience. Here are some examples of what you can ask influencers to create:

1. Sponsored Posts and Stories: A simple but effective way to showcase your products, especially for launches or promotions. Ask influencers to highlight the benefits of your product while weaving it into their usual content.
2. Unboxing Videos and Product Reviews: These are great for giving the audience a detailed look at your product. Unboxings feel spontaneous and genuine, while reviews help build trust through personal recommendations.
3. Instagram Reels or TikTok Videos: Short-form video content has the potential to go viral, making it a powerful tool for brand exposure. Ask influencers to create fun, engaging videos that highlight how they use your product (creatively to keep the algorithm happy).
4. YouTube Integrations: For influencers with established YouTube channels, a longer-form video can be a great way to integrate your product into their daily routines or wellness practices. This is especially effective for educating viewers about your product’s benefits in a more in-depth way.

Hot Tip: Always provide a brief and a contract that spells out exactly what you are looking for. Provide your key messages, features and benefits and a clear CTA (call to action.) Be specific about the number of posts and about payment timing. I use ChatGPT to help me create briefs and contracts that help me communicate in ways that are easy to understand. Also, remember that no one has any attention span, so the brief should be; brief. Also, offer a phone call or FaceTime to go over the brief.

How Much Should You Pay Influencers?

Determining how much to pay influencers can be tricky, especially in the cannabis space where risks are higher. Rates depend on various factors, including the influencer’s audience size, engagement rate, and the type of content being produced.

Here’s a general guideline to help you navigate pricing:

• Micro-influencers (5,000–50,000 followers): $200–$1000 per post
• Mid-tier influencers (50,000–100,000 followers): $1000–$3,500 per post
• Macro-influencers (200,000+ followers): $3500+ depending on engagement and content type

Bear in mind that video content, especially on platforms like Instagram and TikTok, tends to cost more than static posts. This is because videos require more time and effort to produce. Also, since cannabis content carries risks of being flagged or deleted by social platforms, influencers may ask for higher compensation to offset this potential downside.

Hot Tip: Try to negotiate with creators for more than one post (even if you have to spend a little more). One post can unexpectedly flop and now neither you nor the creator can do anything to fix it. If the first post doesn't do as well as expected, you can work with the creator to make changes so that the second post soars.

How to Manage Your Influencer Campaign

Once you’ve selected the right influencers, negotiated rates, and outlined deliverables, the next question is how to run an effective campaign.

For smaller brands or those with limited resources, a DIY approach might be the best option. You can start searching on Instagram or TikTok, or you can use Hi-Curious to search for cannabis creators across the country (and some in Canada).

For larger brands or those who prefer a more hands-off approach, you may want to consider partnering with an agency. Hi-Curious offers full-service influencer marketing solutions, from finding the right influencers to managing the entire campaign process and ensuring it stays on track. Whether you choose DIY or agency support, having a clear strategy and reliable tools is key to making your influencer marketing efforts pay off.

Hot Tip: "Advertising" traditionally has 2 sets of costs:

1 for creating the ad (production)

1 for placing the ad (media buying)

Influencer marketing gives you the creative, the production and the media buy (access to the creator's audience) all for one price. And, you can reuse this content on your platforms if negotiated.

Final Thoughts

Influencer marketing can be a game-changer for cannabis brands, but it’s essential to approach it with the right strategy. By working with authentic, cannabis-friendly influencers, offering fair compensation, and being clear about deliverables, you can create campaigns that resonate with your target audience and help your brand grow.

Whether you prefer a DIY approach or need full-service support, Hi-Curious is here to guide you through every step of your influencer marketing journey. Let’s work together to build your brand’s presence in the cannabis community.