Twitter has made some significant adjustments to their advertising policy to allow cannabis brands to directly promote the sale of product.
2023 has been a big year for the cannabis industry and its relationship with social media platforms, namely Twitter. The social networking site continues to be the “water cooler” for our society and one of the largest social media platforms, with over 330 million monthly active users. Notably, Twitter is fast becoming the most popular cannabis-friendly social media network in the world.
Earlier this year in February of 2023, Twitter began allowing cannabis advertisers to promote brand preference and informational cannabis-related content for CBD, THC and cannabis-related products and services. Importantly, these ads could only feature brand elements and awareness campaigns but could not directly drive sales or direct to e-commerce platforms.
On Monday, June 26th, Twitter made important updates to their cannabis advertising and promotional policy.
Twitter Policy Updates for Cannabis Advertisers
Cannabis advertisers are now allowed to feature the following in Twitter Ad creatives:
- Discounts
- Promotional Marketing
- Call-To-Actions (e.g. shop now)
Twitter does not require any additional certification from its cannabis advertisers for this change. Approved cannabis advertisers can begin running these types of creative instantly.
Twitter and Cannabis Marketing
In 2022, there were over 20 million tweets about various cannabis topic – which is more conversation surrounding the topic of cannabis than there was about coffee, golf, the NHL, and other mainstream industries. This is yet another sign that Twitter may be the biggest 420-friendly social media network across the globe. As Twitter continues to evolve and offer more options for cannabis marketers, it is likely that more brands will gravitate towards the platform for advertising.
By allowing cannabis brands and companies to outright promote the sale of product via discounts, promotional marketing and call-to-actions, Twitter has solidified itself as one of the most cannabis-friendly advertising networks online. This move marks a meaningful and significant milestone in the world of paid media within the cannabis industry. At ADCANN, we commend Twitter for taking such a stance and hope that other social media networks make similar policy adjustments.
If you’d like to learn more about Twitter advertisements, email us at info@adcann.ca and we will connect you with a representative from the company.
Last Updated on July 5, 2023 by ADCANN
