How Can CBD Brands Reach Their Audiences in the Age of Social Media Restrictions?

The CBD market is booming, with new companies emerging every day. Although selling CBD is legal in France, CBD companies wishing to communicate about their products cannot say everything about it. So how can brands (legally) communicate on these topics and gather ambassadors around their products? Here’s an explanation.

CBD Brands: What Messages Are Allowed When Communicating About Your Products?

Here are the elements to consider in your marketing/communication strategy when talking about your CBD brand:

What You Should Not Say or Do:

Products containing CBD cannot claim therapeutic benefits at the risk of being penalized. This means you cannot state that your products cure stress, anxiety, acne, or that they relieve chronic pain or any other condition.

These are purely speculative therapeutic claims, as there is no scientific evidence to date to validate your statements. The main risk is diverting consumers from their medical treatments in favor of CBD.

Advertisements for CBD-based products must not be confused with recreational cannabis use. This practice would be considered a criminal offense.

Additionally, your advertising campaigns featuring CBD-based products must not be designed to target minors.

Finally, directly consumable CBD products, such as CBD for vaping, CBD-infused foods and drinks cannot be featured in your advertising campaigns.

What You Can Say and Do:

Conversely, you can communicate about the qualities of your product that can be easily proven.

As a legitimate CBD brand, emphasize the low THC content of your products, in compliance with legislation.

If you claim something, it must be supported by scientific evidence that can be directly verified by the customer.

How to Communicate When Selling CBD?

Whether on social media like Facebook and Instagram or on Google, promoting CBD or cannabidiol on these platforms is governed by very strict regulations.

So to promote your products, generate user trust while accommodating all these advertising restrictions imposed by social networks… Influencer marketing is your best ally!

Launch Influencer Campaigns

More than a third of French people follow at least one influencer account on social networks, and nearly 75% of them have already purchased a product following an influencer’s recommendations (Source: Ipsos).

As a CBD brand, working with influencers who have an affinity with your products allows you to gain visibility, establish your reputation on social networks, expand your community, and ultimately achieve your conversion goals.

For your influencer campaign, opt for nano or micro-influencers rather than macro-influencers.

They are closer to their community and more indicative of authenticity. After testing your products, they will talk about them with honesty, transparency, and spontaneity to members of their communities. They will provide sincere opinions, which will strengthen the trust their community places in your products.

However, to implement an effective influencer strategy around your CBD brand, the choice of the right influencers is crucial! To find a panel of qualified influencers aligned with your values and products, Trustt supports you.

Through its SaaS solution, Trustt identifies the best influencer profiles that match your brand, thanks to SophIA, a high-performance machine-learning software that matches product-influencer pairs.

Set Up an Ambassador Program on Your E-commerce Site

As you can understand, to promote your CBD brand, your community is one of the most important resources! Your community – and more specifically your customers who know your products – are your best ambassadors.

Implementing an ambassador program on your e-commerce site is a powerful lever that allows you to expand your visibility and multiply your sales. By recruiting prospects, satisfied customers, or influencers, they will participate in the development and promotion of your product offering.

By implementing an ambassador program on your e-commerce site, you will be able to select your ambassadors, organize product campaigns, and collect detailed and authentic reviews. You can then integrate user reviews into your e-shop.

These qualified reviews lend credibility to your brand image, reassure customers in their purchasing decision, and influence prospects in their buying decision.

In addition to the reviews left on your product pages, your ambassadors can also share their opinions via their own social networks, thus generating authentic and rich User Generated Content (UGC) through photos, videos, and detailed reviews.

Letting your target audience talk about your CBD brand is an excellent way to showcase the benefits of your products. They will talk about their own experience, which only involves them. Through their actions, these ambassadors spread the values and mission of your CBD brand to their respective communities, generating engagement and ultimately, conversions.

The ambassador program developed by Trustt can be installed in a few steps on your e-commerce site. Once your program is integrated and highlighted on your site, you only need to communicate to engage your own ambassadors and invite them to participate in your various product campaigns.

By trying your products and publishing sincere and comprehensive feedback, your ambassadors will become the best spokespersons for your CBD brand on the web.

Moreover, the detailed reviews published following your product campaigns help boost your SEO and traffic to your website! Indeed, the evaluations are automatically displayed in search engines, so you attract more customers and amplify your visibility on Google thanks to the numerous reviews collected.