Cannabis Marketing in 2025: What’s Working, What’s Not

January 13, 2025

The cannabis industry moves fast — and marketing strategies that worked even a year ago might already feel outdated. With increasing competition, shifting regulations, and evolving consumer behavior, brands have to stay sharp. Here’s what’s driving real results in 2025 — and what’s falling flat.

What’s Working

Story-Driven Content

People are craving connection — and brands that tell real, relatable stories are winning. Whether it’s the founder's journey, behind-the-scenes moments, or community impact, storytelling builds trust and loyalty.

Community-Led Growth

From Discord channels to in-person pop-ups, brands are prioritizing community over followers. Engaging directly with your audience — especially micro-communities—creates loyal customers who market for you.

Email Marketing (Still Underrated)

With ad restrictions and constant algorithm shifts, email continues to be a top-performing channel. High open rates, owned audience, and strong conversions? Yes, please.

Strategic Collaborations

Cross-pollinating with brands in fashion, wellness, food, and culture helps cannabis brands tap into new markets — and look cooler doing it.

Educational Content

Consumers still have questions — especially newer users. Brands that prioritize education (without sounding clinical) build credibility and position themselves as trusted guides.

What’s Not Working

Overused Weed Leaf Logos

We’re begging you — ditch the cliché iconography. Unless it’s done in a fresh, unexpected way, it instantly ages your brand.

Trying to Be Everywhere at Once

Spreading yourself thin across TikTok, Instagram, Twitter, LinkedIn, and Threads? Focus on where your audience actually is — and show up consistently.

Shouting, Not Listening

One-sided marketing is a thing of the past. Your audience wants to feel seen, heard, and part of something. If you're not responding, engaging, or co-creating — you’re missing out.

Ignoring SEO

Even with ad restrictions, SEO can drive long-term organic growth — especially for educational content. If you’re skipping this step, you're leaving traffic on the table.

In short: 2025 is the year of intention. It’s not about doing the most — it’s about doing what works best for your audience. If you're not sure where to start, we’ve got you.