Rolling Out the Green Carpet: The Future of Video in the Cannabis Industry

January 23, 2023

The cannabis industry is rapidly growing and becoming more mainstream, with more and more states legalizing the use of marijuana for both medical and recreational purposes. However, with this growth comes a unique set of challenges, particularly when it comes to marketing and advertising. Traditional methods of advertising, such as television and radio, are often not an option for cannabis companies due to strict regulations and the stigma that still surrounds the industry.

One effective way to navigate these challenges and reach your target audience is through video marketing. Video content allows you to showcase your products and services in a visually engaging way, while also building trust and credibility with your audience. It’s a great way to educate potential customers about the benefits of cannabis and how your company is helping to de-stigmatize the industry. Video also has many many use cases aside from traditional paid advertising channels and can be leveraged greatly by your sales team.

When creating a video marketing strategy for the cannabis industry, there are a few key elements to keep in mind.

1. Target Audience

First, it’s important to understand your target audience and what types of content they are most likely to engage with. Are they looking for information on the health benefits of cannabis? Are they looking for tips on how to use different products? Are they looking for a behind-the-scenes look at your company? Understanding your audience will help you create content that resonates with them and drives conversions.

2. Distribution & Promotion

Next, it’s important to consider the distribution and promotion of your video content. With traditional advertising channels off the table, it’s important to explore other options such as social media, email marketing, and influencer partnerships. Additionally, it’s essential to use SEO techniques to optimize your video content for search engines, this way people can find your videos easily. The use of FAQ videos, internal training videos, and more can also go a long way.

3. Quality

Another important aspect of video marketing for the cannabis industry is to ensure that your videos are of high quality and professional. The cannabis industry is still stigmatized and people are not sure yet if it is legal, so it is important to show that your company is trustworthy and professional. Investing in a high-quality video production team can help to ensure that your videos are polished and professional and that the message you want to convey is communicated effectively.

4. Metrics

Finally, it’s important to measure the success of your video marketing efforts. This can be done by tracking metrics such as views, engagement, and conversions. These metrics will help you understand what is working and what isn’t, and allow you to adjust your strategy accordingly. There is a multitude of platforms that can be used for this purpose, such as Wistia for hosting videos and tracking viewer engagement.

The Future of Video for Cannabis

In the future, video marketing will continue to play a crucial role in the cannabis industry. With the increasing legalization of marijuana and the growth of the industry, more and more companies will be looking for ways to stand out and reach their target audience. As technology continues to advance, we can expect to see an increase in the use of interactive and immersive video content as well alongside more traditional assets. By staying ahead of these trends and adapting your video marketing strategy accordingly, you can ensure that your company stays competitive in the ever-evolving cannabis industry.


In conclusion, video marketing can be a powerful tool for cannabis companies looking to navigate the unique challenges of the industry and reach their target audience. By understanding your audience, promoting and distributing your content effectively, investing in high-quality production, and measuring your success, you can create a video marketing strategy that will help your business thrive.

Let Us Do the Legwork for You

If you choose to get help for your project, we’d love to earn your business. With over a decade of combined experience in the industry, we create videos that work as incredibly powerful tools for your business. During this time, we’ve had the privilege of working with hundreds of highly successful entrepreneurs, business leaders, and global corporations across Canada, as well as internationally.

Get in touch with us and request pricing for your project today!

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