The Best Social Media News & Trends You Need To Know
Without further ado, let's get into the latest cannabis and social media trends. If this is the first of these blog posts you’re reading, you can find more news and trends here.
How To Maximize Instagram Video Strategy
In late December, we shared that Instagram's lead, Adam Mosseri, revealing that Instagram would put an even bigger focus on video in 2022. Fast-forward to today, and that is still true, with Reels becoming a key post format on the platform and recently rolled out to Facebook. And the algorithm prioritizes Reels despite the increased time needed to create an engaging Reel.
To help provide more inspiration across all of our brands, Social Media Examiner highlights tactical ways to maximize our video strategy. Some of my favorites include:
Expand Audiences with Collaborators - Whether we partner with another brand or influencers, the collab feature enables us to easily get more eyes on our video content by introducing our brands to a new audience.
Make Time to Jump on Trends - Reels are typically fun, entertaining videos that range from dance challenges to lip-syncs and other fun ideas. Life is hectic at times but brands can find inspiration by making time to just scroll through Reels on the platform and look for patterns/trends in top-performing creative.
1 in 4 Americans Today Consume Cannabis
No surprise here, but cannabis consumption in the United States is growing. In partnership with Sunnyside, a national study conducted by YouGov found that nearly one in four Americans consumed cannabis over the past year. The study indicates that the cultural shift in cannabis occurred partially due to a few reasons.
Cresco Labs Regional President, Cris Rivera, summed it up perfectly, stating, "Whether it's the stressors of a global pandemic or increased accessibility due to expanded state decriminalization, cannabis has become the leading CPG [consumer packaged goods] category for exploration as people flock to dispensaries to discover the range of novel formats and modern products available to them."
Tinuiti 2022 Influencer Guide
Last but not least, let's talk influencers! In the Tinuiti 2022 Influencer Guide, there is a treasure trove worth of information! Did you know that 88% of consumers surveyed have been inspired to purchase based on what they saw from an influencer? Or that the influencer industry is on track to be worth up to $15 billion by 2023, up as much from $8 billion in 2019.
Here are some exciting trends worth sharing:
A Greater Focus on Diversity - Representation is a critical part of any marketing strategy, and influencer marketing is no different, especially for an industry like ours. Consumers care about diversity, especially when looking at younger generations. According to Quantilope, "76% of Gen Zers feel diversity and inclusion are important topics for brands to address, compared with 72% of millennials, 63% of Gen Xers, and 46% of boomers." For our Sunnyside Dry January campaign, more than half of our survival kit recipients were from diverse backgrounds, and the majority of our sponsored content creators were also from diverse backgrounds.
Long-Term Partnerships > One-Time Deals - It's general consensus between marketers that consumers typically require multiple touchpoints before making a purchase. A percentage of "organic" sales often come after consumers see our brands or products online or in real life. The best way to truly bring an influencer's audience into ours is by having our brand show up multiple times. More brands are building long-term partnerships with influencers instead of one-off campaigns. Not only does this reduce overall costs, but it cements a brand into an influencer's daily life with consistent sponsored content.
Looking for more on influencers? Check another of my blog posts addressing four misconceptions around influencer marketing. I hope you enjoyed my latest blog post, until next time!
