5 Cannabis Brands Leading In Social Media
It's been a minute since I've taken the time to focus on the cannabis industry. Over my 2.5 years in the cannabis industry, I've had the privilege to work for two of the largest multi-state operators (MSOs). During that time, I launched and led the social media presence of 13 unique cannabis brands.
But today, I want to focus on other brands that I believe are leading best-in-class social media in the cannabis industry. Let's dig in!
Weed For Black Women
Launched in February of 2022, Weed For Black Women is considered a media, culture, and community hub for all things Black women & weed. Weed For Black Women co-founders Gbemi and Jade have a vision for their organization specifically "We envision a world where Black women that love weed are able to talk about it openly and unapologetically."
By providing educational and engaging content like "Iconic cannabis trailblazers to watch" and "Hemp vs. Cannabis," they've grown their Instagram account to nearly 2,500 followers in less than 90 days.
INSIGHT: I love this post for a few reasons. Weed for Black Women not only elevates BIPOC influencers in the cannabis space but also leverages the carousel feature on Instagram. This content will not only create an impactful relationship with the influencers featured and Weed For Black Women.
Cann
Recognized as the world's first low-dose cannabis beverage, Cann boasts not only as a celebrity-endorsed brand but also has a unique voice on social. For those unaware, Cann is a low-dose seltzer beverage that "gets you a little bit high—a very mild sort of light, floaty head feeling that's engaging and social," according to Cann co-founder Jake Bullock. Costing roughly $18 per six-pack and come in various flavors like Lemon Lavender and Cranberry Sage, these products lean into "craft" flavor profiles at an approachable price.
On social, Cann reminds me of the "Wendy's" and "Moon Pie's" of the social media world. Think snarky creative, and copy that can be tongue-in-cheek. Their celebrity partnerships, like this one with Adam Devine, enable them to create unique influencer content.
INSIGHT: Cann decided to lean into its "low-dose" and celebrity backing with this piece of creative by leveraging the recent coverage from their Pride campaign, and newly-released song “Taste So Good.”
Pure Beauty
During my trips out west, another favorite cannabis brand of mine was Pure Beauty. The brand is known for its sustainably-grown cannabis flower and playful and eyecatching packaging. Cofounder Tracy Anderson explains how the brand was inspired by the style of California artist John Baldessari, including his iconic 1966 work "Pure Beauty.”
INSIGHT: I am a huge fan of leveraging creative to showcase how a brand fits into a consumer's daily life. Otherwise known as occasion-based creative. This particular post hits on this very idea by having their pre-rolls conveniently placed near this purse.
Gorilla Rx Wellness
Gorilla Rx Wellness is a Los Angeles-based dispensary that opened its doors in late August 2021. As the first black women-owned dispensary, their brand has been featured both inside and outside the industry.
They prioritize Instagram compared to other platforms like Facebook or Twitter on social media. And as a local brand, they find a way to connect with both a national cannabis audience and their local Crenshaw community.
On the influencer front, GorillaRx Wellness has partnered with various content creators, artists, and more influential celebrities who have helped get the word out about this new cannabis brand.
INSIGHT: From this video, GorillaRx Wellness recently partnered with a local plant business for a unique 420 wellness Event focused on plants. From a creative standpoint, I love how they superimposed the images of Gorilla RX Wellness' founders and @ThePlantChica over a variety of plant videos.
Herbal Notes
Last but not least, I wanted to highlight Herbal Notes. Started by Chicago-based Chef Manny Mendoza, Herbal Notes is a communal dining and event-focused company located in Chicago.
Chef Mendoza grew up in Chicago's Pilsen neighborhood, and his Mexican and Salvadorian background inspires Herbal Notes' menus. Not only do I love the food Chef Manny Mendoza and his team put together, but I love his overall goal for the cannabis industry.
They explicitly educate people on the cannabis plant while also advocating for people of color imprisoned for non-violent cannabis offenses.
INSIGHT: Yes, that's exactly what you think is happening. This is a man smoking cannabis out of a broccoli stalk. Not only is this such a visually-arresting creative if you're scrolling through the feed, but it provides a unique insight into their dining experiences.
There are thousands of cannabis and ancillary brands across the country, and I've only shared five of them. And I've surely left off some fantastic brands in this list. Let me know in the comments what cannabis brands you think are leading the way when it comes to social media.
