Marketing Cannabis Brands in 2025

How to Market a Cannabis Company in 2025


Understanding the Restrictions

Marketing for cannabis brands and other restricted industries presents a unique set of challenges. Traditional advertising platforms like Facebook, Instagram, and Google Ads have strict policies against promoting products associated with cannabis, vaping, or anything perceived as facilitating illegal activity. Content mentioning words like "vape," "cannabis," "THC," or "marijuana" often gets taken down, shadowbanned, or restricted from reaching a wider audience.

This crackdown can be traced back to 2019, when Juul faced intense scrutiny over youth vaping. The resulting regulations led to widespread ad bans and social media content restrictions, affecting not just nicotine-based brands but also cannabis and alternative wellness companies. Even within platforms like Weedmaps, you’ll notice discrepancies—certain information is accessible through the browser version but not the app due to app store restrictions.

Strategies to Overcome Marketing Challenges

While the restrictions are frustrating, there are several creative and effective ways to market your brand without getting flagged.

1. Careful Language Choices

One of the most effective ways to navigate these restrictions is by adjusting your wording:

  • Instead of "vape", use "hardware" (e.g., brands like iKrusher have adopted this strategy successfully).

  • Instead of "cannabis" or "marijuana", use "flower", "herbal products," or "botanicals."

  • Avoid making direct health claims that suggest medical benefits, as this can trigger content removals.


2. Leverage Lifestyle and Experience-Driven Content

Cannabis and vape brands that shift their focus away from product-centric messaging and into storytelling see better engagement. Showcase:

  • The lifestyle and culture around the product.

  • How it enhances experiences (relaxation, creativity, wellness, social settings, etc.).

  • User-generated content and community-driven engagement.


3. Influencer Marketing & Local Partnerships

Instead of relying on traditional paid ads, work with:

  • Local influencers and micro-influencers who align with your brand.

  • Budtenders at dispensaries who can recommend your product.

  • Events and experiential marketing opportunities, such as dispensary activations, private parties, or wellness retreats.


4. Paid Advertising in Cannabis-Friendly Publications

While Google and Facebook restrict cannabis-related ads, there are niche publications and websites that offer paid ad placements, such as:

  • 420 Magazine

  • Ganjapreneur

  • High Times

These platforms allow targeted advertising without the risk of content takedown.


5. Trade Shows & Offline Marketing

Cannabis brands can benefit greatly from offline marketing, including:

  • Sponsoring or exhibiting at major trade shows like Hall of Flowers (HOF), Champs, and MJBizCon.

  • Using giveaways like branded grinders, rolling papers, lighters, and apparel to keep your brand in front of customers.

  • Building relationships with dispensary owners and distributors through exclusive networking events.


6. B2B Strategies: Presentations, Transparency, and Tailored Content

For B2B cannabis businesses, the marketing approach must be refined and professional. Key strategies include:

  • Creating in-depth presentations that highlight your value proposition and unique selling points.

  • Trade shows remain essential, offering opportunities to build direct relationships with retailers, suppliers, and partners.

  • Ensuring website transparency, with clear product specifications, compliance details, and industry insights.

  • Most importantly, producing content that speaks directly to B2B clients, such as case studies, white papers, and educational articles addressing industry trends and challenges.


Conclusion

Navigating the grey market of cannabis marketing requires strategic creativity, adaptability, and a deep understanding of platform policies. By focusing on lifestyle branding, smart language choices, influencer partnerships, and alternative advertising channels, cannabis brands can successfully grow their presence and customer base despite restrictions. For B2B businesses, prioritizing professional presentations, trade show presence, and content tailored to industry decision-makers will maximize credibility and opportunities. The key is to stay ahead of industry trends, continuously test new approaches, and engage with your audience authentically.