Snap Inc. has opened its doors to Snapchat 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.
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.
Tokyo Smoke, another Canopy owned brand has run its own series of Snapchat ads, but with a different intention.
Rather than driving potential customers to a landing page with product info, the ads encourage people to sign up to “be the first to know about our product launches and events.”
Swiping up on the ad brings you to a sign-up page, where you can subscribe to receive emails. By doing so, you can “be the first to get the smoke signal when we launch and re-stock your favourite products, open up locations near you and make sure you get a spot at our highly sought-after events.”
In an industry where speaking directly to consumers of legal age is so important, building an email list is one of the most effective marketing methods.