Cannabis businesses are using various methods to get around an advertising ban on platforms including Facebook and Instagram. Companies such as Kiva Confections are paying influencers to publicise their products and share content, whereas Caviar Gold is working with publishers on branded content, which can be shared to social media because of its editorial rather than promotional nature. Other companies are setting up fake Facebook and Instagram pages to test ad content. Krista Whitley, the CMO of greenRush, said cannabis consumers can be targeted so long as the content doesn't try to sell to them.
Cannabis businesses are using various methods to get around an advertising ban on platforms including Facebook and Instagram. Companies such as Kiva Confections are paying influencers to publicise their products and share content, whereas Caviar Gold is working with publishers on branded content, which can be shared to social media because of its editorial rather than promotional nature. Other companies are setting up fake Facebook and Instagram pages to test ad content. Mike Schwarz, the CMO of greenRush, said cannabis consumers can be targeted so long as the content doesn't try to sell to them.