Category
Lifestyle
Assisted Choices
Trend cluster
Category
Cannabis
Influencer
Influencer culture is adapting with the growing use of cannabis.
3.6
Trend score
Trend
What is the Cannabis Influencer trend?
Cannabis Influencer: As the cannabis industry continues to grow due to legalization in some areas in recent years, so does the community around it. Influencer culture is breaching into this space, as individuals use the digital platform to engage with an audience about the topic of cannabis.
Insight
The consumer insight behind the Cannabis Influencer trend
Due to their mass digital consumption in today's era, consumers familiarize themselves with products and services by searching for reviews online. They often trust peer reviews more than advertisements. Specifically, Millennial and Gen Z demographics are likely to engage with digital reviews from real-life sources. This is especially true regarding newer products and industries such as cannabis.
Trend themes
Themes within the Cannabis Influencer trend
Three behaviours holding the trend together01
Influencer Culture
The cannabis industry has breached influencer culture with individuals using digital platforms to engage with an audience about the topic of cannabis.
02
Digital Reviews
Millennials and Gen Z trust peer reviews over ads, making digital reviews from real-life sources essential, especially regarding newer products and industries such as cannabis.
03
Cannabis Normalizing
Online accounts normalize cannabis usage and help educate the public about the extensive plant.
Industry implications
What the Cannabis Influencer trend means for industry
Where the trend changes the playbookFor
Social Media
A digital platform used by cannabis influencers to share personal experiences, reviews, and recipes with audiences.
For
Cannabis
The growing cannabis industry includes edibles, beverages, pre-rolls, and more, providing a medicinal alternative for different medical needs.
For
Publication and Merchandise
Online publication and merchandise sales help cannabis influencers promote education and normalizing the use of medicinal cannabis products.
Workshop question
How can your brand maximize your online platform?
Trend signals
Trend signals for Cannabis Influencer
Trend score 3.6 out of 10, from popularity 54%, activity 46%, freshness 9%.
Popularity54%
Activity46%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Evidence
Examples of the Cannabis Influencer trend
4 featured examples from Aug 25 to Oct 21, 2020CategoryLifestyle
Social Cannabis Enthusiast Accounts
thecannabinista Shares Cannabis and THC Recipes and Reviews
Opportunity for businesses to offer and develop new cannabis and CBD products to tap into the growing market.
CategoryLifestyle
Cannabis-Normalizing Social Accounts
@bluntblowinmama on Instagram Helps Educate the Public
Cannabis companies can embrace the trend of normalizing usage and educate consumers through social media and partnerships with influencers.
CategoryLifestyle
Social Media Cannabis Chefs
JeffThe420Chef on Instagram Showcases Special Recipes
Opportunity for restaurants, catering services, and food manufacturers to introduce cannabis-infused products and capitalize on the growing demand.
CategoryPop Culture
Informative Cannabis Social Accounts
thedankdutchess Offers Important CBD Information on Instagram
Businesses within the cannabis industry can leverage online communities and educational content to build brand awareness and establish themselves as industry experts.
