Pinterest for Cannabis, Hemp & CBD Companies
Do cannabis, hemp, and CBD companies need to be on Pinterest?
The short answer – yes.
Managing the content of a cannabis company is no small task, especially once you consider the thick red tape of regulations and advertising restrictions placed on a state and federal level. Between executing a digital content strategy, optimizing website content for SEO, and trying not to get banned on Meta platforms like Instagram and Facebook, there's a lot of balls for cannabis (and hemp) companies to juggle.
But I'm here to tell you: if Pinterest isn't a part of your cannabis content strategy, it needs to be.
Why Should Cannabis Companies Use Pinterest?
Pinterest is often thought of as a girly platform, best fit for inspirational quotes, recipes, and wedding planning. But this social media platform is actually a powerhouse search engine, with as much potential to drive traffic to your website as Google.
Don't believe me? Consider this: Pinterest boasts an astounding 533 million users every month. The platform also has a much wider demographic appeal than you may think. In the US alone, 46% of 18 - 24 year olds, 40% of 25 - 34 year olds, and 39% of 35 - 44 year olds use Pinterest regularly.
And yes, the audience of Pinterest skews towards women (70/30 split) - but women make up the fastest growing demographic of cannabis consumers and deserve to be marketed too well, not just with half-naked models and strain names like "MILF", "Dirty Girl" or "Asian Fantasy." Women also buy more CBD than men do.
Pinterest is a Search Engine
According to Pinterest, 96% of top searches are unbranded, showing that most people are in the "research" phase of the buyer's journey, giving you the perfect opportunity to introduce yourself.
While search engines like Google are focused on delivering exact answers to specific queries, Pinterest is more focused on discovery and exploration. If someone is looking for skincare tips, an article on how CBD is good for the skin is welcome. If a searcher wants to know more about pain management without pills, information on the endocannabinoid system and topicals is timely.
Pinterest aims to introduce brands to its users in a relevant and meaningful way. In a world where cannabis brands are kept down at every turn, Pinterest provides an opportunity to meet new audiences authentically and organically.
Shopping Happens on Pinterest
50% of users think Pinterest is a place to shop, and more than 25% of the time spent on the platform is used for shopping. As if that's not enough, 85% of Pinterest users have made a purchase from brands they saw here.
Perhaps most interestingly, Pinterest is a tool for reaching high-income shoppers, as 40% of the platform's users have an annual income over $150K.
Cannabis Consumers are on Pinterest
Want to reach Gen Z cannabis consumers? They're the fastest-growing segment of Pinterest users, making up 42% of global users.
Want to reach millennials? You're in the right place - 80% of millennial women use the platform. Around 40% of Millennial men also use Pinterest, 10% more than the global average
Want to reach moms? Look no further - 80% of US moms are right here, on Pinterest.
Want to reach Gen X? They're here too - about 41% of US Gen Xers use Pinterest.
Pinterest Helps Cannabis Blog Content Reach Further
Pinterest can make your blog content work harder. You already know that time is a key component to SEO, but utilizing Pinterest can open your content to a new audience, 6 to 12 months after you first pin it.
And while you can't run ads for CBD or cannabis brands here, you can create organic pins. Infused recipes, skincare, menstrual, menopause, and cannabis sex products, spa days - the possibilities are endless.
Pinterest presents an opportunity to market to women where they are, with products tailored for their needs. Users of this platform are actively seeking information on new products and brands, and the more you show up in their research, the more authentic consumer touch-points you create - and the more they move through the sales funnel with your brand top of mind.
If your cannabis, hemp, or CBD company is looking to maximize your marketing and advertising budget, Pinterest should be right up there with SEO and AEO. If you’re curious about putting the power of Pinterest to work for your cannabis or hemp brand, reach out and let’s talk about how this social media platform can enhance and maximize your existing content strategy.
