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Herb Plus | 01.23.2023

Social Media Trends 2023: Cannabis Marketing

What are the marketing trends that will set the pace for 2023?

Cannabis marketing is a game of persuasion. You want to persuade potential consumers to believe your brand surpasses the competition. 

Although traditional marketing channels are useful, social media marketing is a game changer. Cannabis brands can creatively control how viewers see your brand while engaging an entirely new audience that wouldn’t have found you had you not had a social media presence. 

In this guide, we’ll analyze marketing trends and how they apply to the cannabis market, including the most relevant trends and others that shouldn’t go unmentioned. 

Without further ado, what are the top social media marketing trends for this year?

Social Commerce

One of the biggest marketing channels for cannabis brands in 2023 is social media. Brands using social media platforms to promote their goods and services will continue to increase year after year. However, social commerce for cannabis brands can be a bit tricky.

Social commerce allows consumers to see an ad and purchase the product directly from that social media platform. Because cannabis is still federally illegal in the United States, social commerce is limited to cannabis accessories and non-THC products like CBD.

Brands selling these products must use social commerce to their advantage, as it increases the likelihood of purchases by letting the consumer checkout without leaving the page.

Short Videos

Unfortunately, the average human attention span is getting shorter and shorter. With ample stimulation from notifications, apps, videos, and content, consumers will quickly scroll away from your ads if you don’t grab their attention.

One excellent way to ensure you’ll get their attention is with short videos, a trend that took off in recent years and will be heavily utilized in 2023. There’s no denying that TikTok is one of the more popular social media platforms. This video platform has emphasized the relevance of short, informational videos that get users’ attention and teach them something new.

For cannabis brands, making short, entertaining, and/or informational videos about a brand, product, or service will give your social media game a serious advantage. Bonus points if you nail aesthetics.

Content Creators

And who will be making those short videos? Content creators, of course. Check out our list of the top 10 cannabis social media influencers and analyze their pages. What are they doing that consumers admire? How did they land thousands of loyal followers due to their love for weed?

Cannabis brands collaborating with content creators is another promising way to increase organic traffic to your page. We suggest finding a creator that aligns with your brand and can represent your products or services in a way that resonates with your target audience. 

If you’re not looking to collaborate with a content creator, hire one full-time. The key is creating original, high-quality, and engaging content that draws attention to your brand’s offerings.

Social Networks

It’s key for cannabis brands to tap into every social network they can. Establishing a brand presence on social media through Instagram, Facebook, Twitter, and TikTok will help introduce your brand to a new audience while increasing your brand’s visibility and reliability. 

Cannabis brands using social networks to promote products and services will only increase in 2023, especially if rules and regulations loosen up.


That brings us to our next point. It’s more important than ever for your brand to stay up to date regarding social media platforms’ rules and regulations.

These tend to change like the seasons, so staying ahead of the curve and actively reading up on community guidelines will give your brand an advantage. Similarly, it will save you from unwanted hiccups like getting your post deleted or your account deactivated.

Interactivity & Collaborations

In the eyes of a consumer, there’s nothing better than seeing your two favorite brands collaborate on a new product, service, or campaign. The same goes for brands and content creators/cannabis influencers

When two forces join together to promote a product or service, it enhances the relevance and importance of what’s being offered since it’s advertised by not one trustworthy company but two. 

This could mean teaming up for collaborative Instagram posts or designing a new line of limited-time products that bring together notable aspects of two brands.

Human Approach

At the end of the day, you’re marketing your products to humans. We emotional beings feel more compelled to read about a brand or purchase a product when there’s a human approach to marketing tactics. 

Consumers love a brand with a story. They also love to relate to what your brand is offering. By tying in a human approach to written copy on your brand’s website, captions, and product descriptions, consumers will feel more inclined to learn about you and, thus, purchase what you offer. 

If there’s anything we learned in 2022, straight-to-the-point and basic marketing will put your brand on the back burner. Seize 2023 and dive into the human aspects of your brand to help consumers better understand who you are, what you offer, and why it’s relevant.

Final Points

Using social media is essential if a cannabis brand wants to succeed in the modern industry. It’s an excellent marketing channel that guarantees more eyes, awareness, and traffic to your page, products, and services. By using the seven social media marketing trends above, you’ll be ahead of the curve in no time.

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