Cannabis Influencer Marketing ROI: Best Practices

Here’s what you need to know about cannabis influencer marketing ROI:

Industry value: $16 billion
Main platform: Social media
Key benefit: Bypasses advertising restrictions
Main challenge: Measuring ROI

Best practices for cannabis influencer marketing:

Influencer selection
- Choose influencers with matching audience and high engagement
- Ensure compliance with industry regulations
Content strategy
- Mix content types (videos, reels, images)
- Keep content brief and focused on lifestyle
ROI measurement
- Use basic and attributable ROI formulas
- Track both quantitative and qualitative metrics

Aspect	Key Points
Good Points	Reach more people, real opinions, targeted audience, cost-effective
Bad Points	Regulatory issues, potential fake reviews, less content control, difficult ROI measurement
ROI Measurement	Set goals, choose metrics, calculate costs and returns, analyze results
Average ROI	$5.78 for every $1 spent (top 13% earn $20+ per $1)

By following these practices, cannabis companies can effectively use influencer marketing to increase reach and sales while navigating industry regulations.

1. Influencer Selection

Effectiveness

Picking the right influencer is key for good results in cannabis marketing. Look for someone who:

Has followers like your target customers
Is active in the cannabis community
Has loyal fans
Makes good content that fits your brand

Compliance

Choose influencers who follow cannabis industry rules:

Respect age limits
Don’t make health claims
Follow social media platform rules
Are open about working with your brand

Engagement

Good influencers have fans who interact with their posts. Check for:

Lots of likes, comments, and shares
High engagement rates (use social media tools to track this)

Finding Influencers

You can find influencers by:

Searching hashtags
Setting up Google Alerts
Watching social media mentions
Using influencer marketing platforms

What to Look For	Why It Matters
Matching audience	Reaches your target customers
Good content	Fits your brand image
Follows rules	Keeps your marketing legal
High engagement	Shows their fans care
Relevant to cannabis	Understands your industry

2. Content Strategy

Effectiveness

To make your cannabis influencer marketing work well, plan your content carefully:

Mix it up: Use different types of content like videos, reels, and multiple images. This keeps people interested in your brand.
Keep it brief: People don’t pay attention for long. Use short written content and videos under 20 seconds.
Focus on brand and lifestyle: Instead of directly promoting cannabis products, show how your brand fits into people’s lives. This helps build a loyal following.

Following Rules

When making content for cannabis influencer marketing, follow these rules:

Don’t promote directly: Don’t directly promote cannabis products or make health claims. Instead, share general info about cannabis and its uses.
Know social media rules: Learn and follow the rules for each social media platform you use.
Be open about partnerships: Clearly state when content is sponsored or part of a partnership.

Getting People Involved

To get more people to interact with your content:

Use humor and stories: Make content that’s funny or tells a story. This helps people connect with your brand.
Ask questions: Get people talking by asking questions in your posts.
Use hashtags and tags: Use relevant hashtags and tag other accounts to help more people see your content.

Content Strategy Tips	Why It Helps
Use different content types	Keeps people interested
Keep content short	Gets people’s attention
Focus on lifestyle	Builds brand loyalty
Follow platform rules	Avoids problems with social media sites
Be open about partnerships	Builds trust with followers
Use humor and ask questions	Gets more people to interact

3. ROI Measurement Tools

Effectiveness

To check how well your cannabis influencer marketing works, you need to track some key numbers. Here are some tools to help you do that:

Basic Marketing ROI

Use this simple math to figure out your basic ROI:

(Sales growth – Marketing costs) ÷ Marketing costs = ROI

Multiply the result by 100 to get the percentage.

This gives you a quick idea of your ROI, but it’s not perfect. You might need to change it based on what you want to achieve.

Attributable ROI

This math helps you compare sales during your marketing campaign to normal sales:

(Sales growth – Average sales growth – Marketing costs) ÷ Marketing costs = ROI

Multiply the result by 100 to get the percentage.

Numbers vs. Other Benefits

When checking ROI, look at both numbers and other benefits:

Type	What It Means	Examples
Numbers	Things you can count	Likes, shares, website visits, sales
Other Benefits	Things that help but are hard to count	Brand awareness, customer trust

By using these tools, you can see how well your cannabis influencer marketing is working and make smart choices to improve it.

Following Rules

When checking ROI, make sure you follow the rules for cannabis marketing:

What to Follow	Why It’s Important
FTC Guidelines	Tells you how to show sponsored content
State Laws	Each state has different rules for cannabis marketing

Following these rules helps you avoid legal problems and keeps your brand’s good name.

Getting People Involved

Checking how people interact with your content is key. Here’s what to look at:

What to Check	What It Means
How Many People See It	Number of views
How Many People Like It	Percentage of likes, comments, shares
Website Visits	How many people click to your website
Sales	How many people buy something

By looking at these numbers, you can see if your marketing is working and how to make it better.

Tips for More Interaction	How It Helps
Use Funny Content	Makes people want to share
Ask Questions	Gets people talking
Use Hashtags	Helps more people find your content

Good and Bad Points

When using influencers for cannabis marketing, there are pros and cons to think about. Here’s a quick look at the main good and bad points:

Good Points

Good Point	What It Means
Reach More People	Influencers help cannabis brands talk to more possible customers
Real Opinions	People trust influencers’ thoughts on cannabis products
Find the Right Customers	Influencers can help brands talk to specific groups of people
Save Money	Using influencers can cost less than other types of ads

Bad Points

Bad Point	What It Means
Rule Problems	Cannabis marketing has strict rules, and breaking them can hurt the brand
Fake Reviews	Some influencers might not be honest, which can make people not trust the brand
Less Say in Content	Brands can’t always control what influencers say or do
Hard to Check Results	It’s tough to know if influencer marketing is working well

Wrap-up

To get the best results from cannabis influencer marketing, you need a good plan. This means picking the right people to work with, making content people like, and checking how well your marketing is doing. By following good practices and knowing the latest rules, cannabis companies can use influencer marketing to reach more customers and sell more products.

Here are some key things to remember for good cannabis influencer marketing:

Tip	What It Means
Be real and open	Work with people who really like your brand and tell everyone they’re working with you
Use smaller influencers	They can be cheaper and reach specific groups of people
Know the rules	Keep up with the latest laws to avoid problems
Make good content	Work with influencers to make content their followers will like

By using these ideas in your influencer marketing, you can:

Make more money from your marketing
Make people see your brand as good and trustworthy in the cannabis world

FAQs

Can influencers promote cannabis?

Influencers can show and talk about cannabis on Instagram, Facebook, Twitter, and TikTok. But they can’t sell it directly. Some influencers have had their accounts removed or hidden for posting about cannabis.

How to measure the ROI of an influencer marketing campaign?

Here’s how to check if your influencer marketing is working:

Step	What to Do
1. Set goals	Decide what you want to achieve
2. Choose what to measure	Pick things like views, likes, website visits, or sales
3. Add up costs	Figure out how much you spent
4. Work out returns	See how much you made or gained
5. Look at results	Check if you met your goals

By doing these steps, you can see if your influencer marketing is worth the money and plan better for next time.

What is the average ROI for influencer marketing?

On average, brands make $5.78 for every $1 they spend on influencer marketing. The best 13% of businesses make $20 or more for every $1 spent. This shows that influencer marketing can work well when done right.

ROI	Description
Average	$5.78 for every $1 spent
Top 13%	$20 or more for every $1 spent

These numbers show that influencer marketing can be a good way to spend your money if you do it well.