You’ve probably noticed that Cannabidiol (CBD) products are one of the hottest new trends in health and wellness at the moment. In fact, over the last few years, CBD has become a billion dollar industry and is on track to take over consumer stocks as well.
CBD is one of the compounds found in the cannabis sativa plant, but unlike marijuana, it contains no tetrahydrocannabinol (THC). Many consumers buy CBD to prevent and minimize the symptoms of numerous health conditions. People suffering from chronic pain and mental health disorders are among the biggest consumers of CBD products as they allegedly help to reduce the symptoms of health conditions such as PTSD, arthritis, anxiety, depressio, diabetes and more.
CBD products are legal in much of the world, including Canada and many countries across Europe. While CBD products are also legal in many states in the United States, it isn’t legal in all 50 states. It’s a bit of a grey area, which is why some avoid monetizing it.
Why are influencers not promoting CBD?
Despite the industry’s rise in popularity, companies that produce CBD products struggle to find ways to advertise their products online. This is because key players in digital advertising, Facebook, Pinterest, Google, etc, have deemed CBD as a “dangerous product”. In turn, CBD brands have their ads taken down by these platforms.
However, these businesses have found a new way to bypass ad platforms like Facebook and Google by marketing their products with influencers. By using influencers, CBD brands can advertise without the risk of getting their ads taken down, while effectively reaching highly engaged and targeted audiences.
Yet, there are very few influencers that promote CBD brands to their followers. According to the CEO of Heartbeat, an influencer agency, this is because “There’s a lot of confusion that’s blocking influencers from getting on board,” said Brian Freeman. “They are scared of legal ramifications, and they don’t want YouTube to shut them down.” This applies to influencers that use other popular platforms like Instgram as well. Additionally, there’s the fear of not knowing how their followers will respond to CBD content.
Though, as legalization continues and the cannabis industry continues to become more mainstream, Heartbeat’s CEO, Freeman, believes that influencers are beginning to catch on. For example, Cannabrand, an influencer agency, works with roughly 1000 influencers, some of whom have millions of followers.
The CBD industry is relatively unexplored by influencers and presents a huge opportunity for them as CBD brands start to favour influencer marketing over more traditional digital advertising avenues. Below, we’re going to explore the health benefits of CBD, why you should promote CBD as an influencer, and what kind of products you could promote to your followers.
Health benefits of CBD
The main reason behind the surge in popularity of CBD is because it’s a naturally occurring substance that provides real health benefits to users. Many studies have shown that CBD can effectively be used as a preventative medicine and to treat symptoms of various ailments.
Although there is a multitude of health benefits associated with the use of CBD, it should be noted that some consumers also experience side effects. Side effects include tiredness, fluctuations in appetite/weight, and diarrhea.
The following lists some of the many benefits users have reported when using CBD to treat health conditions.
- Mood disorders and depression
- Anti-inflammatory properties
- Sleep disorders
- Good for the skin:
- Muscle relaxant
- Alleviates cancer-related symptoms
- Can help to prevent Type 2 Diabetes
- Anti-seizure properties
Why should you promote CBD products?
The CBD industry is seeing exponential growth
The CBD market is arguably one of the fastest growing industries at the moment. According to Statista, over the next four years, the CBD industry is expected to reach up to 2 billion in sales, which makes it the perfect new trend for influencers to jump on.
Not only is the CBD industry gaining popularity in the financial world and with consumers, but it’s also piquing the interest of large enterprises. According to BBC, “drinks manufacturer Coca-Cola has said it’s “closely watching the growth of non-psychoactive CBD as an ingredient in functional wellness beverages around the world”.
The CBD market is gaining a lot of momentum around the world, which means it’s also the perfect time for influencers to start looking into this burgeoning industry.
Millennials are the biggest consumers of CBD products
As an influencer, another reason why you should be promoting CBD is that your target audiences are buying these products. For influencers, the majority of their audience is most likely comprised of millennials, who are also the biggest consumers of CBD products. This makes influencers the perfect spokespeople for the products.
As reported by BBC, “Based on a survey of 5,000 CBD users that Brightfield conducted this summer, millennials were the first to begin buying CBD products after various states legalised it.”
At the moment, not many influencers are using this social channels to promote CBD or discuss it, but there is a lot of untapped potentials here, particularly as the industry continues to gain prominence in the financial world, and becomes more widely accepted by society.
You can feel good about promoting CBD products
One of the reasons many influencers shy away from collaborations with CBD products is because their use is still considered taboo to many and, therefore, their followers can respond negatively to the content.
However, as we established earlier, CBD products have amazing health benefits and they’re natural. Contrary to what many think about CBD, its effects have no semblance to those of marijuana. CBD has a very small amount of THC, which means users don’t get that “high” feeling when they use it.
These products can help alleviate the symptoms and pain of many health conditions, and they can even act as a preventive treatment. As we know, promoting quality products that your followers are actually interested in is essential for influencers. It plays a big role in your success as an influencer. Influencers can feel confident that CBD products are a natural and effective treatment, and safe for their followers to use.
As an influencer, you can feel good about promoting CBD products to your followers because they’re good for your health and they’re safe to use for most people.
CBD products are easy to promote for influencers of almost any niche
Influencers in most niches (particularly health and fitness, food, beauty, and lifestyle) can easily promote CBD products. CBD fits right into the health and wellness category, so you can easily fit it into your content library. For example, beauty influencers can promote CBD creams as a treatment for better and healthier skin. Fitness influencers can promote CBD to relieve post-workout muscle pains, and lifestyle influencers can share the anti-anxiety properties of CBD with their followers. Because CBD products can be used for so many purposes, there are many ways influencers can promote them, regardless of their niche.
What kind of CBD products are best to promote and why?
CBD is a huge industry, and as such, there are a ton of CBD products that you can promote to your followers. Here are a few of the more popular products influencers can promote via their social networks:
- CBD oils – CBD oils are probably the most popular CBD product. These oils provide most of the health benefits we listed above (alleviate pain, ease anxiety, mild antidepressant, anti-seizure treatment, etc).
- CBD/hemp-based creams – CBD creams are excellent for relieving pain, improving the condition of one’s skin, minimizing acne, and more. Beauty influencers would be the ideal influencers to promote these products.
- CBD infused edibles – The most common CBD edibles are gummy candies that are infused with CBD hemp oil. If influencers can promote gummy bear hair vitamins (eg Sugar Bear Hair vitamins), why not promote CBD gummy candies?
- Pet products – CBD pet products include CBD oil for dogs, which acts as a natural stress and anxiety relief, kibbles to support healthy joints, and more.