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Brief

"Promote cannabis Brands "

Promote cannabis Brands

Research Insight & Analysis

Product Positioning

Cannabis brands can be positioned in various ways depending on their unique selling propositions (USPs). Key positioning strategies include:

  • Health and Wellness: Emphasizing the therapeutic benefits of cannabis, such as pain relief, anxiety reduction, and sleep improvement.
  • Recreational Use: Highlighting the enjoyment and relaxation aspects, targeting users who consume cannabis for leisure.
  • Luxury and Lifestyle: Positioning cannabis as a premium product, focusing on high-quality strains, exclusive packaging, and a sophisticated brand image.
  • Sustainability and Ethics: Promoting eco-friendly cultivation practices, organic products, and ethical business practices.

For new products, consider blending these angles to create a unique market position. For example, a brand could focus on "luxury wellness," combining high-end products with health benefits.

Target Customers

Based on the positioning strategies, the ideal customer profiles can be described as follows:

  • Health and Wellness Enthusiasts: Individuals interested in natural remedies and holistic health practices. They are likely to be aged 25-45, health-conscious, and open to alternative medicine.

    Example: Sarah, a 32-year-old yoga instructor who uses cannabis-infused products to enhance her meditation and relaxation routines.

  • Recreational Users: Adults who enjoy cannabis for its recreational benefits. They are typically aged 21-35, social, and enjoy activities like music festivals, parties, and outdoor adventures.

    Example: Mike, a 28-year-old software developer who uses cannabis to unwind after work and during social gatherings with friends.

  • Luxury Consumers: Affluent individuals who appreciate high-quality products and are willing to pay a premium for exclusivity. They are usually aged 30-50, with a high disposable income.

    Example: Emily, a 40-year-old executive who enjoys premium cannabis products as part of her sophisticated lifestyle.

  • Eco-conscious Consumers: People who prioritize sustainability and ethical consumption. They are generally aged 25-40, environmentally aware, and prefer brands that align with their values.

    Example: Alex, a 35-year-old environmental activist who chooses cannabis brands that use organic farming practices and eco-friendly packaging.

Potential Influencer Matches

To effectively reach the target customers, consider the following types of influencers:

  • Health and Wellness Influencers: Yoga instructors, fitness trainers, and holistic health coaches who can authentically promote the therapeutic benefits of cannabis.

    Example: A popular yoga instructor on Instagram who shares tips on incorporating cannabis into wellness routines.

  • Lifestyle and Recreational Influencers: Social media personalities who focus on lifestyle, travel, and leisure activities. They can showcase cannabis as part of a fun and relaxed lifestyle.

    Example: A travel vlogger who documents their adventures and includes cannabis as part of their relaxation routine.

  • Luxury Influencers: Fashion bloggers, luxury lifestyle influencers, and high-end product reviewers who can position cannabis as a premium product.

    Example: A luxury lifestyle blogger who features exclusive cannabis products in their content.

  • Eco-conscious Influencers: Environmental activists, sustainability bloggers, and eco-friendly lifestyle influencers who can highlight the brand's commitment to sustainability.

    Example: An eco-friendly lifestyle influencer who promotes brands that align with their values of sustainability and ethical consumption.

Content Creation Ideas

To create engaging and viral content, consider the following topics and ideas:

  • Educational Content: Informative posts about the benefits of cannabis, how to use different products, and the science behind cannabis. This can include blog posts, infographics, and video tutorials.

    Example: A video series explaining the different cannabinoids and their effects on the body.

  • User Testimonials: Real-life stories from customers who have benefited from using the brand's products. This can be shared through social media posts, blog articles, and video interviews.

    Example: A testimonial video featuring a customer who uses cannabis for chronic pain relief.

  • Behind-the-Scenes: Content that showcases the cultivation process, the brand's commitment to quality, and the people behind the brand. This can build trust and transparency.

    Example: An Instagram story series showing the journey of the cannabis plant from farm to product.

  • Lifestyle Integration: Posts that show how cannabis can be integrated into everyday life, such as recipes for cannabis-infused foods, tips for using cannabis in self-care routines, and ideas for social events.

    Example: A blog post with recipes for cannabis-infused smoothies and snacks.

  • Collaborations and Giveaways: Partnering with influencers for joint content creation and hosting giveaways to increase engagement and reach.

    Example: A collaboration with a wellness influencer for a giveaway of a wellness package including cannabis products.

By leveraging these strategies, the brand can effectively reach and engage its target customers, creating a strong market presence.

Curated Influencer List

Influencer Matching Criteria

Extracted from Campaign Brief & Market Analysis

Target Market
Campaign Objectives
Promote cannabis brands via influencers
Influencer Persona
Cannabis enthusiasts, lifestyle influencers, health and wellness advocates
Content Themes
#CannabisCommunity #CannabisLifestyle #CannabisHealth
#1
Insider Tech
Insider Tech
@UCVLZmDKeT-mV4H3ToYXIFYg
US
What you want to know about tech. A section of Business Insider. Visit our homepage for the top stories of the day: https://www.businessinsider.com/sai Insider Tech on Facebook: https://www.facebook.com/techinsider Insider Tech on Instagram: https://www.instagram.com/insidertech Insider Tech on Twitter: https://twitter.com/techinsider Insider Tech on TikTok: https://www.tiktok.com/@techinsider Insider Tech on Snapchat: https://story.snapchat.com/p/3da8d712-42b3-4bf6-a361-6d057ab6198b If you have a permissions or licensing request, please connect with our partners at PARS International who will be able to provide you with an accurate quote for the overall usage rights that you’re interested in. A representative from PARS will contact you shortly after filling out this request form: https://www.parsintl.com/publications/insider/
Followers
4.1M
Mega Influencer

Engagement Rate

9999

20%Match Score
Fit for"Promote cannabis brands via influencers"
The channel focuses on technology news and insights, which does not align with the brand's cannabis and lifestyle content ideas.
#2
TED-Ed
TED-Ed
@UCsooa4yRKGN_zEE8iknghZA
US
TED-Ed’s mission is to create lessons worth sharing. Feed and expand your curiosity with our award-winning animated shorts - published on YouTube and available with supplemental learning materials on ed.ted.com. Want to suggest an idea for a TED-Ed animation, nominate an educator or animator? Visit our website at: http://ed.ted.com/get_involved. Consider backing us on Patreon. By doing so, you directly support our nonprofit mission to create free, high-quality educational content: https://www.patreon.com/teded For more information on using TED-Ed content for commercial purposes (e.g. employee learning, in a film, or in an online course), please submit a Media Request using this link: https://media-requests.ted.com/
Followers
20.0M
Mega Influencer

Engagement Rate

9999

15%Match Score
Fit for"Promote cannabis brands via influencers"
The channel is dedicated to educational animated shorts, which does not align with the brand's cannabis and lifestyle content ideas.
#3
NOVA PBS Official
NOVA PBS Official
@UCjHz5SVHeMT0AViCYZvsGDA
US
Blowing your mind since 1974. NOVA is the most-watched primetime science series on television reaching an average of five million viewers weekly. The NOVA website has been pioneering new forms of web-original content since it debuted in early 1996. NOVA's online presence amplifies the impact of its programs, with a website that garners well over a million visitors each month, and with audiences on Facebook, YouTube, Twitter, and more. NOVA's mission is to make science accessible to viewers so that they can better understand the world around them. NOVA is produced by GBH Boston and airs Wednesday nights at 9/8c on most PBS stations. NOVA's content is made possible by viewers like you. Support your local PBS station here: https://pbs.org/donate/
Followers
888.0K
Macro Influencer

Engagement Rate

9999

10%Match Score
Fit for"Promote cannabis brands via influencers"
The channel focuses on science and education, which does not align with the brand's cannabis and lifestyle content ideas.
#4
TEDx Talks
TEDx Talks
@UCsT0YIqwnpJCM-mx7-gSA4Q
TEDx is an international community that organizes TED-style events anywhere and everywhere -- celebrating locally-driven ideas and elevating them to a global stage. TEDx events are produced independently of TED conferences, each event curates speakers on their own, but based on TED's format and rules. For more information on using TED for commercial purposes (e.g. employee learning, in a film or online course), please submit a Media Request here: https://media-requests.ted.com.
Followers
40.9M
Mega Influencer

Engagement Rate

9999

5%Match Score
Fit for"Promote cannabis brands via influencers"
The channel is centered around TED-style talks and ideas, which do not match the brand's focus on cannabis products and lifestyle content.