How to Leverage Influencer Marketing in a Heavily Regulated Industry

January 27, 2025

Influencer marketing is one of the most effective ways to build trust and visibility in the cannabis space — but it’s also one of the trickiest. With ad restrictions and compliance rules varying by state, a careless collaboration can do more harm than good.

Let’s break down how to do it right:

Start With Strategy, Not Follower Count

Micro and nano-influencers (1K–50K followers) often have higher engagement and stronger trust with niche audiences. It’s not about reach — it’s about relevance. Ask this question before collaborating: Does this creator reflect your values? Do they speak to your audience’s lifestyle and habits? Have they worked with cannabis brands before?

Check For Compliance

Some states ban cannabis giveaways, sales promotions, or influencer gifting. Make sure your campaigns align with state-by-state marketing laws, and educate your creators on what’s allowed. Tip: Avoid actually using the word “cannabis” in sponsored captions when possible — use creative phrasing like “plant medicine” or “elevated wellness.”

Create Co-Branded Campaigns

Collaborate with influencers to create content that feels native to their feed — while still highlighting your product. Think morning routines, skincare rituals, creative sessions, or wind-down evenings. Bonus: UGC (user-generated content) doubles as high-quality marketing assets for your own channels.

Build Real Relationships

The best influencer campaigns are long-term partnerships. Build a roster of creators who genuinely love your brand and can grow with you over time. The Bottom Line: In cannabis, trust and authenticity are everything. Work with influencers who truly get your brand — and let them tell your story in a way that feels real, creative, and compliant.