When CBD was legalized in 2018, it opened up a new market for hemp-based products.
Since then, the cannabinoid world has grown quickly. So quickly, it’s estimated to become a billion-dollar market as soon as 2024.
But anyone trying to break into the CBD game will tell you it’s not as easy as it seems when it comes to marketing products online.
What’s The Problem?
First, the rules for how CBD can be advertised vary from state to state and platform to platform, so it’s important to look closely at the policies under which you’re trying to operate. Most companies even take on a lawyer to ensure they’re clear with state laws and the FDA.
Regardless, always ensure you’re informed about what you’re allowed to do because the standards change quickly as new studies are conducted. Regarding the FDA, you need to be careful about what you call your product.
CBD products can be categorized as food, drug, dietary supplement, or cosmetic. However, the list, in reality, is much narrower than that. For it to be considered a drug, it has to be tested and approved by the FDA, a process that isn’t practical unless you have millions of dollars at your disposal.
One drug, Epidiolex, was actually approved to treat epilepsy with CBD as an active ingredient. However, because a drug exists with CBD, it can no longer be added to foods or dietary supplements. Therefore, any product with CBD can only be considered cosmetic.
The standard for your cosmetic product is quite low. Don’t misrepresent your product; don’t market it as a drug.
In the words of the FDA, “any product intended to have a therapeutic or medical use, and any product (other than a food) that is intended to affect the structure or function of the body of humans or animals, is a drug.”
So, using terms that make your product sound like a drug (e.g., “cure,” “treatment,” etc.) is a big no-no unless you want to spend a pretty penny paying off FDA fines.
But you have to worry about more than the FDA. If you’re trying to create a social media page for your hemp-based product, you may have difficulty keeping the account up. And they’re even more strict about advertising.
So, How Can You Advertise CBD?
Despite the challenges, there are effective ways to market cannabinoids online.
Although it may sound strange, the best way to start is to remove any mention of CBD, hemp, or cannabinoids from your advertisements, landing pages, Facebook and Instagram pages, and product pictures.
Words can be cleverly hidden on labels through the placement of graphics, and it's recommended that you hint at what you're selling rather than explicitly stating it.
This can be tricky, but you don’t want to worry about setting up an ad campaign only to have it flagged. Besides, witty wordplay can be more memorable and attention-grabbing for your audience.
This, however, is restricted to just platforms like Instagram and Facebook. Twitter and Google Ads are extremely strict about cannabinoid advertisements and will often reject them.
Another method is to get the help of influencers. Many CBD companies have utilized the power of influencers to get around the official social media guidelines that limit advertisers. Influencers can show your product on their page without as much scrutiny.
But, if you truly want to advertise without the threat of being shut down by social networks, radio, and podcasts are where you should focus your attention. The podcasting world is booming with potential and reaches a range of audiences.
Lastly, the simplest way is not to neglect SEO. Optimizing your site to be visible on the SERPs (search engine result pages) will be valuable in growing your audience.
CBD marketers' situation isn’t hopeless. As long as you’re mindful of your language and smart about your content, digital marketing can help expand your business and take advantage of the ever-expanding landscape of cannabinoid products.
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