CBD on social networks: popular speech or marketing tool?

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We read it all the time: CBD is everywhere. However, the subject is still little known to the general public. On the other hand, another area is undoubtedly omnipresent in our lives: that of Social networks. With an average of 2 hours spent each day on Instagram, Facebook, Snapchat and the others, it seems logical to give pride of place to the CBD on social media. What common role have these two created for each other? Is social media a simple exchange platform for the general public or an promotional tool ? The answer probably lies somewhere in between.

Arrival of CBD on social networks

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The Internet and social networks have the answer to everything: why not our questions about CBD?

THEinterest in CBD is not new, there are traces of it on social networks dating back several years. What is new, however, is theInternet enthusiasm about her. In a few years and loosening of laws from different timely countries, the cannabidiol gradually passed from a niche product to a consumer substance.

The beginnings of CBD could be marked by a form ofinterest in the forbidden. Since the molecule is directly extracted from cannabis, some people first saw it as an opportunity to obtain a product that had previously been taboo cheaply, legally and getting rid of the risks of the black market. Interest in CBD, however, now goes far beyond.

Today, many consumers see CBD as a chance to meet their needs: to find natural solutions for daily use, whether in terms of cosmetics as a relief for physical and moral pain.

Faced with a media landscape, we are all Manichean, with on one side the marketers touting the qualities of the new products and of the other opposing any form of cannabis derivative, it therefore seems logical that the general public takes up the subject. XNUMXst century requires, this is done on Social networks.

CBD, the king of the image, and therefore of Instagram

Jack-herrer-aesthetic

The aesthetics of the cannabis plant contributes to its popularity on Instagram

In early 2020, the hashtag #cbd displays almost 9 million images on Instagram. #hemp has just over 4 million, #cannabis over 20 and #thc more than 10. The cannabis sector, if more proof was needed, therefore has the wind in its sails. However, one would have expected larger numbers again, we will come back to this later in this article.

Besides being both at the same time visuals and very popular, CBD and Instagram have another thing in common: cosmetics. Both are indeed experiencing rapid development through a young audience (71% of Instagramers are under 35), often female and interested in skin care products. It is no coincidence that Kim Kardashian, one of the best known and best paid influencers to the world, made CBD and cosmetics the theme of their fourth baby shower in spring 2019.

Still in 2019, a study by Social Standards (agency specializing in data analysis) thus became interested in CBD subdomains that mobilize internet users the most. 195 million Instagram posts have been studied for this, based on American territory. The results very clearly positioned the beauty sector as number one in interest. well-being, food and drinkthen alcoholic beverages occupy respectively the following places.

CBD on social media as a marketing tool

With an increasing number of derivatives, the explosion of the CBD market has made the ruthless competition for producers. At the same time, the general public has taken up the subject in its own way, especially on social networks. Logical consequence, the marketers have also moved closer to these new modes of communication with different, but nevertheless complementary, objectives in mind: create a community around their products, engage it by getting them to talk about CBD in turn, and of course, ideally, convert it into customers.

Social networks are therefore a powerful marketing tool for promoting CBD. However, the different national laws and supranational vary widely on the subject, with countries that allow it, others that tolerate it, and some that continue to ban it formally. Talking about CBD on social media is of course possible, it is nonetheless a delicate task. If the general public remains relatively free, the advertising market is much more strictly controlled.

What can you show about CBD on social media?

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CBD promotion on social media meets strict rules

Although there is undoubtedly a place for CBD on social networks, its presence is not as easy or welcome as you might think. Indeed, all belong to heavyweights of the digital market, who do not want to take risks with different governments. Social networks as search engines thus tend to update their algorithms more slowly than the laws evolve. Facebook, Instagram, Google and Bing all take many precautions when talking about CBD, which directly impacts the posts that mention it.

This is a very important limit for the marketing of companies in the sector since the two giants Instagram and Facebook (the first also belongs to the second) have for a long time allowed no advertising campaign mentioning CBD. This does not only concern the texts promoting it, but also the simple presence of the term on a product image or in a product sold by following a link in the advertisement. Since summer 2019, total banishment seems to have been lifted, however promoting CBD on these networks remains a challenge.

Others have officially allowed advertising for CBD on their platform. This is particularly the case with Snapchat, very popular with the youngest (under 25) who published a company policy clearly indicating what can and cannot be published concerning cannabidiol and even cannabis in general.

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