
YouTube Marketing for the Cannabis Industry
Research shows your customers are already watching online videos and many of them prefer to learn about products and services through video content. During 2020, the amount of time people spent watching online videos jumped by 43%. Furthermore, 31% of cannabis consumers prefer to learn about products on YouTube today. In fact, YouTube ranked as the second most preferred source to learn about products overall.
In other words, the data tells us that online video marketing must be a priority for cannabis and cannabis-related businesses for two simple reasons – people are spending more time watching digital video than ever and many of them want to learn about products and services through online videos.
How to Get Started with YouTube Marketing
Whether you’re a cannabis business selling products directly to consumers or you’re an ancillary business selling products and services to cannabis license holders, YouTube video content can help you achieve a number of strategic goals, including:
- Raising brand awareness
- Building brand trust
- Positioning your brand as a visible expert
- Educating consumers
- Increasing positive signals for improved social media marketing and search engine optimization results
- Providing proof that your business lives up to its brand promise
- Making your brand seem “human”
- Building emotional connections with your brand
- Integrating visual content into your omni-channel marketing strategy
- Leveraging content repurposing (either from your videos to your blog, email marketing, and so on or vice versa)
- And much more
The key to use YouTube for your online video marketing is to set up your branded channel and start publishing useful, interesting, educational, and meaningful content. Follow YouTube’s rules for creating content related to cannabis and be sure not to break the rules and have your channel taken down.
Remember, your goal shouldn’t be to promote or sell. It should be to educate, explain, entertain, and/or engage.
What to Publish on Your YouTube Channel
Very few people want to watch promotional videos. They see enough ads every day, so not only will avoiding publishing promotional videos keep you out of trouble with YouTube, but it will also make viewers happy.
Of course, that doesn’t mean you can never create and publish promotional videos. Just do so sparingly so people don’t perceive your channel as nothing more than a series of ads.
With every video you create, think about how you can use it to indirectly promote your business. For example, a video about cannabis culture or research could easily connect to the products and services offered by many different types of companies. Hire a great copywriter and let them do their magic to create a great script!
With that said, here are some popular YouTube video ideas to help you start brainstorming your own content plan:
- How-to videos
- Interviews
- Unboxing product videos
- Tutorials
- Behind the scenes at your business
- Customer testimonial videos
- Case study videos
- Product or service launch videos
- Cannabis culture videos
- Research and data videos
- News videos
- Event videos
- Webinars and presentations
- Demo videos
Don’t be afraid to get creative and brainstorm different video ideas that will help you indirectly promote your products and services by providing useful, engaging, educational, and relevant content in video format.
Your Next Steps to Use YouTube Marketing for Your Cannabis Business
YouTube is an important part of the content marketing strategy for all cannabis and cannabis-related businesses. Get started by creating your brand’s YouTube channel, putting together some videos, and promoting them across social media, your business blog, and your email marketing campaigns.
Did You Know? Subscribers to the Cannabiz Media License Database can promote their YouTube videos and other content directly to cannabis and hemp license holders using the built-in email marketing tool. Schedule a demo and see how it can help you connect with verified cannabis and hemp license holder leads in the United States, Canada, and international markets.
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