By Falk Altenhöfer, for Cannabis-Startups.com sponsored by THE ORGINAL CONES
In a world where you can’t run ads, trust is your most powerful channel.
The cannabis industry has always played by different rules. While other sectors rely on billboards, sponsored content and Super Bowl commercials, cannabis brands face bans, shadowbans and ever-shifting compliance walls.
Creators such as Dope As Yola, Koala Puffs and Luisfer Alpha reach hundreds of thousands of people every day with authentic content – without any paid ads. And it works because they don’t sell, they create trust. They don’t advertise a brand – they live it.
But where traditional marketing ends, authentic voices begin. In this new era, it’s not brands who tell the story — it’s creators.
Your Brand Is What Others Say When You’re Not in the Room
Today, the strongest cannabis brands aren’t the loudest. They’re the ones people talk about — in group chats, on live streams, in comments and DMs.
And those conversations don’t start with you — they start with creators who’ve built real communities rooted in trust, education and personal experience.
The core truth:
If people only hear your message from you, it’s advertising.
If they hear it from others, it’s reputation.
Forget Sponsorships. Build Relationships.
Working with cannabis creators isn’t about shoutouts or product placement. It’s about collaboration, shared values and long-term alignment. The best brand-creator partnerships feel more like alliances than transactions.
Creators aren’t interested in selling out. They’re interested in telling stories that matter — stories their audience trusts them to curate. If you’re part of that story, your brand becomes part of culture.
Why Micro-Influencers Are the Real Power Players
Contrary to what many marketers think, it’s often micro-influencers — not big celebrity accounts — who move the needle the most. These creators typically have between 5,000 and 50,000 followers, but what they lack in scale, they more than make up for in:
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Engagement: Their audiences respond, comment, and take action.
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Trust: They feel like friends, not distant stars.
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Reach: Social media platforms like Instagram and TikTok actively boost smaller creators in algorithmic feeds because their content feels more authentic. That means micro-influencers often have higher net visibility than larger accounts — especially in sensitive categories like cannabis.
Working with micro-influencers also allows your brand to:
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Stay agile and hyper-local.
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Test messaging and formats across diverse audiences.
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Build grassroots momentum without breaking your budget.
In cannabis marketing, going big doesn’t always mean going wide. Going small often goes deeper — and deeper wins.
What Cannabis Brands Should Do Now
If you’re trying to grow a cannabis brand, here’s where to start:
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Identify micro-creators who truly align with your values
Don’t just look at follower counts. Look at tone, engagement, consistency and vibe. -
Invest in long-term relationships, not one-off posts
Give creators early access to products. Involve them in co-creation. Make them insiders. -
Empower creators to tell your story in their voice
Authenticity is everything. Let go of control — trust their connection with their audience. -
Create a tiered ecosystem of creators
Think beyond one “face” of the brand. Build a network of micro-ambassadors, educators, entertainers and culture leaders.
This Isn’t a Trend. It’s Infrastructure.
The influencer economy isn’t just a clever workaround for cannabis restrictions — it’s the foundation of brand growth in this space.
The creators shaping cannabis culture today are educators, storytellers, and advocates. They help people understand cannabinoids, make safer choices, navigate legality — and yes, fall in love with brands they trust.
If you’re not part of those conversations yet, you’re not part of the future.
Want to build a creator strategy that actually works in cannabis? Klick here.
We help brands identify, activate, and grow with the right voices and know the best in class agencies for each goal you have in mind!
