YouTube offers huge potential for cannabis marketing, but navigating the rules can be tricky. Here are 11 key practices to nail your YouTube strategy:
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YouTube’s Rules for Cannabis Content
YouTube allows educational cannabis content, but prohibits promoting recreational use or sales. Focus on objective, informative videos without consumption or links to purchases.
The 2021 policy update lets you monetize educational cannabis content. But all parts of your video must comply, including titles and thumbnails.
1. Make Educational Videos
Educational content is key for cannabis marketing on YouTube. Create videos on:
- Cannabis biology and strains
- Consumption methods and effects
- Medical uses and benefits
- Legal information
- Cultivation techniques
Focus on facts, use visuals, feature experts, and address common questions. The goal is to educate, not promote.
2. Use YouTube Shorts
Shorts can boost visibility for cannabis content:
- High view counts (30B+ daily)
- Algorithm boost
- Mobile-friendly format
- Cross-promotes longer videos
Repurpose existing content, answer FAQs, show behind-the-scenes, or do quick product demos. Use #Shorts in titles/descriptions.
3. Improve Video Search Results
Optimize your cannabis videos for search:
- Research relevant keywords
- Use keywords in titles, descriptions, tags
- Write detailed descriptions (250+ words)
- Rename video files with keywords
- Add accurate captions
4. Work with Industry Experts
Partner with cannabis experts to boost credibility:
- Find aligned partners (educators, influencers, etc.)
- Do interviews, joint videos, cross-promotions
- Ensure mutual benefit and compliance
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5. Show Behind-the-Scenes
Build trust with behind-the-scenes content:
- Facility tours
- Employee spotlights
- Live Q&As
- Production process videos
- Community involvement
Be authentic and let your brand’s personality shine through.
6. Demonstrate Products
Showcase cannabis products without direct promotion:
- Unboxing videos
- Educational content on accessories
- Product features/benefits
- Customer testimonials
- Behind-the-scenes looks
Focus on education, not encouraging use.
7. Engage with Viewers
Build community through engagement:
- Reply quickly and personally
- Handle criticism well
- Focus on positive supporters
- Ask questions to spark discussion
- Use comment analytics
8. Post Videos Regularly
Consistency is key:
- Set a realistic schedule
- Create a content calendar
- Batch film videos
- Mix in YouTube Shorts
- Communicate your schedule to viewers
9. Share on Other Social Media
Boost reach by cross-promoting:
- Share on major platforms (Facebook, Instagram, etc.)
- Use cannabis-friendly networks (Reddit, Weedable)
- Repurpose content for different platforms
- Engage across all channels
10. Use Video Performance Data
Analyze your metrics:
- Track watch time, retention, engagement
- Compare video performance
- Adjust strategy based on insights
Focus on creating content that keeps viewers watching.
11. Follow Cannabis Advertising Laws
Navigate the complex legal landscape:
- Know federal vs. state laws
- Follow YouTube’s cannabis rules
- Avoid health claims and interstate marketing
- Check state-specific regulations
- Consult legal experts when needed
By following these practices, you can effectively market cannabis on YouTube while staying compliant.
