u/Ok-Analyst-5341

I'm not into the weed world at all, but I'm doing a master's in marketing and communication and I was doing some research on social media for a project when I came across this interesting niche.

I started looking into it a bit more and some of these creators are huge.

＠Koala Puffs has 700k+ on Instagram and basically built a whole personal brand around cannabis content.

＠Dope Kitchen has 500k+ on Instagram. Her whole thing started with cooking videos and weed and turned into a massive creator brand.

＠Jessica Golich is another huge TikTok/IG creator who has worked with cannabis brands like Cookies, Hemper and Eaze.

I was surprised that this niche was this big, but then I found out why it actually makes a lot of sense from a marketing perspective.

Cannabis companies are insanely restricted when it comes to normal advertising.

Meta restricts it, TikTok is extremely strict and Google isn't easy at all. Even what brands are allowed to promote can change depending on the platform and the state.

So instead of just buying ads like a normal ecommerce company, a lot of these brands need creators to get attention organically.

I found this article while looking into the niche and it explains that side of it pretty well: https://sideshift.app/blog/cannabis-influencer-marketing

And the content itself is also not necessarily just some guy going “yo bro smoke this joint”

A lot of these creators talk about what different products actually are, responsible use, laws, effects, harm reduction and cannabis awareness in general. In some cases it's almost more educational than promotional.

Then you have people mixing cannabis with cooking, wellness or just normal lifestyle content, so the niche is way broader than I would've guessed.

I guess it makes sense that brands in an industry like this would want creators who can talk about the topic like normal people without taboo

when old highway diners and roadside bars shut down, their heavy glass neon beer signs go to restaurant auctions for $30 because the high-voltage transformers are broken and dangerous to plug in.

a small two-person shop in Ohio buys the broken metal sign housings, strips the glass tubing, and replaces it with safe 12V silicone LED neon flex rope matching the original font. they rent the restored vintage signs to podcast studios and boutique barbershops for $80 a month as aesthetic video backdrops.