Snapchat Opens Its Doors To Cannabis Advertising
Snap Inc. has opened its doors to cannabis advertising in Canada. The country legalized cannabis for recreational use in October and now Snapchat is accepting marketing dollars from Canadian Licensed Producers and cannabis-related technology companies.
Users on Snapchat follow their friends and favourite creators and watch their “Stories”. Users can also view content from companies they are subscribed to and explore and discover other creators. In between these “Stories”, which is the content form on Snapchat, advertisements will pop-up. These ads give the user the option to swipe-up to go to the brands landing page or website.
Here are a few examples of Snapchat cannabis advertising.
Weedmaps, the world’s first and largest cannabis directory, is running ads on Snapchat to help Canadians “find the best products, deals, storefronts, deliveries and mail order services nearby.”
The ad features the messaging “High Canada. Weed is Legal.” over a cannabis plant background.
Swiping up on their ad brings you to Weedmaps website homepage.
HEXO, a Quebec-based licensed producer, is heavily utilizing Snapchat’s ad platform.
Their creative features different tropical backgrounds and they also have some seasonal festive ads.
Swiping up on these advertisements takes you to HEXO’s website where you can explore all of their products and learn more about cannabis.
Tweed, owned by Canopy Growth Corporation, is using Snapchat as one of their many advertising channels.
Their creative features a 15 second video with the text “we go from seed to weed” over a background video of the growing process and their facilities.
This ad also allows you to swipe-up to be taken to a Tweed landing page.
This is an interesting move from Snapchat. Other social media platforms like Facebook and Instagram continue to widely ban the promotion of cannabis, even in areas where the plant is legal for recreational and medical use.
Snapchat’s audience is known to skew younger than other social platforms. This begs the question if Snap is sending these ads only to users over the legal age or distributing them to all of their users. This is especially important because the marketing regulations set out by Health Canada specify that cannabis promotion is only allowed in a place where young persons are not permitted by law or “communicated by means of a telecommunication where the person responsible for the content of the promotion has taken reasonable steps to ensure that the promotion cannot be accessed by a young person”.
Hopefully more social media platforms follows Snapchat’s lead and start working with the regulated cannabis industry.