In the latest episode of Cannabis Insider, Sarah Safari, the founder of Influencer Nexus, the first-ever influencer marketing agency founded by influencers, discusses the complexities of influencer marketing within the cannabis industry.
Safari’s insights reveal the challenges and possibilities for cannabis companies looking to use the power of influencers in a digital world governed by stringent regulations.
Influencer Fraud in Cannabis Marketing
Safari delved into the prevailing issue of influencer fraud, a considerable hurdle in digital marketing. “Engagement and follower fraud are rampant in this space; you can tell by the number of followers versus the engagement.
When you get someone with ten thousand plus followers but 20 likes on a post, it’s suspicious,” she explained. “It’s about finding those influencers whose engagement and following are real, who truly resonate with the brand’s ethos.”
This fraud stems from bot-generated followers and engagements. It poses a risk for cannabis brands seeking authentic representation in the influencer market.
Safari says InfluencerNexus looks for this and sorts out to have a more trustworthy database of influencers to work with.
Evolving Social Media Policies
Safari also touched on the fiery nature of social media regulations, especially concerning cannabis content.
“As platforms gradually change their policies, there’s a new terrain for cannabis brands to explore in influencer marketing,” she noted, indicating a shift towards more open social media environments that could benefit cannabis marketing strategies.
Currently, she says it’s not uncommon for social media platforms to flag, remove, and sometimes even ban creators for posting cannabis content.
This has caused influencers to steer away from working with cannabis retail brands.
The Future of Cannabis Influencer Marketing
Looking ahead, Safari sees an evolving landscape for influencer marketing in cannabis.
“The potential shift in social media policies could open up new avenues for cannabis brands and a positive move towards promoting those products,” she stated. This change could impact how cannabis companies engage with their audience through digital platforms.
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