7 Tips for Marketing CBD Drinks on Social Media for Businesses
Do you have an amazing idea for a CBD drink? Whether you’re still in the dream stages or are already marketing CBD drinks, you can use social media to take your ideas to the next level.
We are living in an era of unexplored possibilities when it comes to CBD products, and now is the time to take note of the trends surrounding us. These days, a successful marketing strategy needs the familiarity and user engagement that only social media can offer.
Here are 7 tips that will help you use social media as an effective tool in marketing your next CBD drink:
1. It’s All About the Visuals
Do you have a social media coordinator or graphic designer on board? Excellent.
If not, it’s something you should consider. Popular social media accounts thrive on visual content, and the text is often a supporting piece. When your post is just one square among a sea of visually stimulating content, you need an image that viewers can engage in.
If you’re marketing with Facebook, you should know that user engagement more than doubles when the post includes an image. If you’re advertising with Instagram, you need to understand its mysterious and ever-changing visual algorithm.
Taking and uploading some photos of your product could look nice, but you might be missing the eye for aesthetics that social media requires. Beyond photographs of the product itself, consider sprinkling in some vector designs or collages of photos and graphic art.
To try these options, you can hire a freelance artist to make some designs for you or a social media expert who can scope out the competition and let you know what kind of branding to go for. Because social media algorithms are constantly updating based on the massive amount of data that users upload daily, it’s more important than ever to notice aesthetic trends.
2. Know Your Market
If your company doesn’t have the promotional skills to navigate social media smoothly, you may be able to partner with someone who does.
Social media influencers are extremely skilled at reaching wide audiences. After all, this is what they’ve built their livelihoods around. We’ve already seen from traditional media that celebrity influencers have brought attention to the benefits of CBD. As CBD drinks enter more mainstream markets, we can expect to see these products in the hands of social media celebrities very soon.
3. Make a Big Impact with Micro-Influencers
‘Micro-influencers’ have this label because they don’t have the millions of follower that mega-influencers might have, but their audiences are actually far from micro. These social media stars can have between 1,000 and 100,000 followers, and many businesses see this as a sweet spot between influence and relatability.
Micro-influencers are sometimes sponsored not in cash, but in the actual product being sold. For example, popular beverage companies can get micro-influencers to promote their product by paying them in vouchers for cases of LaCroix.
4. The Honest Review
A similar way you can partner with micro-influencers on social media is by sending them gift packages of your drinks. Then you can ask the micro-influencers to give their followers an honest review, positive or negative. This way, the resulting post comes off less like an ad, and the followers have more reason to believe what they’re hearing.
The risk here is that an agreement like this might end up with the micro-influencer giving your product a bad review. But the niche market of CBD drinks means that the novelty alone might be a positive you can bank on. The likely outcome is that the micro-influencer will post a review that has pros as well as cons, but the honesty of this type of post will make any praise extra valuable.
So if exchanging a small number of drinks for the promise of a larger customer base is something that sounds good to you, creating relationships with micro-influencers might be the right path for you.
5. Partnering With a Design Team
We’ve gone over freelance artists, social media coordinators, and influencers, but perhaps the easiest approach for professional design would be a hands-off one.
If you have the opportunity to work with a design team like ours, this could be a great option to reduce decision fatigue for the members of your team who aren’t so well-versed in design. This would leave the whole team—including you—more available to focus on the work you love doing.
6. Don’t Be Afraid to Use Video
Videos on social media aren’t the same as the expensive, professional videos that are used in TV commercials and ads for streaming services. You do not necessarily need actors, scripts, cinematographers, and directors. In fact, the ‘under-produced’ look of social media videos can give this content a nice homemade feel.
Some ideas that work well with this style are: how-to videos, behind-the-scenes clips, and mini-interviews with people on the team. You could make the videos interactive by asking what viewers want to see next, or even featuring their video submissions of your product. Posting this kind of content will let your audience know that you’re human, that you’re approachable, and that you’re responsive to feedback from the community.
Because CBD drinks are a relatively new product in the drink market, videos like these can also serve to dispel myths and promote trust between you and your audience.
7. Marketing CBD Drinks for Wellness
You might think that, as a company that makes drinks, your competitors would be other drink companies. This is true, to an extent.
Another thing to consider, however, is the special place CBD has within the wellness industry. To follow in the footsteps of the success that other wellness-based products have had on social media, you may need to align your social media marketing strategy closer to the patterns of the wellness industry than the drink industry.
What does this mean for you?
An analysis of 2.1 million social media posts on health and wellness reported that this content was highly visual, generated by women, driven by micro-influencers, and often interconnected in an ecosystem of wellbeing-based content. You can pay special attention to these patterns to create a social media presence that embraces its role in this niche.
Social media is not just a new platform for marketing CBD drinks. It is a visually-driven community that depends on partnerships between users with different skillsets.
Navigating these mysterious waters isn’t easy, but it will all pay off once you’ve finally carved out your place in the social network. So what are you waiting for? Formulate your CBD drink today, and explore the world of possibilities.