Dec 02, 2023

How to Find Cannabis Influencers – A-Z Guide, Criteria, Precautions, Pros, FAQs

How to Find Cannabis Influencers

Cannabis influencing involves individuals promoting cannabis products and lifestyle on social media. With a growing cannabis market, its influencers have a significant impact on user perception. Brands can leverage cannabis influencers to reach a niche audience, build brand awareness, and navigate the evolving landscape of cannabis-related products.

JoinBrands allows you to connect with cannabis influencers with ease. You can use the seamless filters of JoinBrands to find cannabis influencers that align the best with your brand’s values. 

This article guides us through finding cannabis influencers using JoinBrands in 6 steps as well as 5 other methods. You also get a complete 9-step cannabis influencer marketing guide. It highlights 10 key traits of a good cannabis influencer, outlines 10 precautions when collaborating, and discusses 10 benefits of such partnerships. FAQs and a conclusion offer additional insights.

Now we will answer: How to Find Cannabis Influencers. 

How to Find Cannabis Influencers

Table of Contents

What is a Cannabis Influencer? 

Cannabis influencers are individuals with expertise and influence in the cannabis industry who promote related products and content. Their attributes include industry knowledge, audience engagement, and authentic representation. Three types of cannabis influencers include advocates, lifestyle influencers, and medical experts. Brand owners can leverage cannabis influencers by providing targeted reach, fostering authenticity, enhancing product visibility, and navigating complex industry regulations.

Here are the three types of cannabis influencers that can help your brand grow:

  1. Cannabis Advocates: Passionate individuals who support cannabis causes and products, making them ideal for brands focused on advocacy and community engagement in the cannabis space.
  2. Cannabis Lifestyle Influencers: Individuals who incorporate cannabis into their daily lives, suitable for brands aiming to promote cannabis as part of a lifestyle or wellness routine.
  3. Cannabis Medical Experts: Professionals with expertise in the medical aspects of cannabis, well-suited for brands focusing on medicinal cannabis products or those addressing health-related aspects.

Now, we will discuss how to find these types of cannabis influencers. JoinBrands is the recommended method and we will discuss other methods as well. 

6 Methods to Find Cannabis Influencers

In this section, we will discuss some of the other methods to find cannabis influencers. We will include the overview, tools used and step by step procedure so you can promote your brand or sell products effectively through influencer marketing. 

Let’s review 6 methods in detail. 

Method 1: Finding Cannabis Influencers with JoinBrands (Best & Most Recommended) 

JoinBrands offers a streamlined approach for finding cannabis influencers, catering specifically to brand needs. This platform allows brands to customize their cannabis influencer search based on various criteria, including content type, influencer demographics, and product details.

Here are the 6 steps to find cannabis Influencers using JoinBrands:

  1. Sign Up on JoinBrands: Register as a brand.
  2. Start a Campaign: Choose between ‘UGC Images: Content Only’ for cannabis images or ‘UGC Videos: Content Only’ for cannabis videos.
  3. Add Product Information: Include details like type, name, price, industry, and an external link, along with an image.
  4. Choose Delivery Option: Decide between reimbursement or direct delivery to cannabis influencers.
  5. Customize Creator Demographics: Select specific cannabis influencer demographics like gender, age, and ethnicity.
  6. Review and Create Your Campaign: Finalize your choices and launch the campaign.

The significance of this method lies in its customization capabilities, enabling brand owners to precisely target the types of cannabis influencers that align best with their brand’s image and audience.

In order to have a step by step (image based guide) to find cannabis influencers on JoinBrands, click here

Now we will look at the next item on the list, finding cannabis influencers on social media platforms.

Method 2: Social Media Search for Cannabis Influencers

Conduct a comprehensive search on social media platforms like Instagram and Twitter using cannabis-related hashtags and keywords to discover influencers actively engaging with cannabis content.

Here are the 3 steps to find cannabis influencers using this method:

  1. Use Relevant Hashtags: Identify popular and niche-specific cannabis-related hashtags on platforms like Instagram and Twitter.
  2. Explore Cannabis Content: Browse through posts using these hashtags to discover influencers actively engaging with cannabis content.
  3. Assess Engagement Metrics: Evaluate the engagement levels on cannabis influencers’ posts to gauge their influence and authenticity.

This method is significant for brand owners as it allows direct identification of influencers within the cannabis space, streamlining targeted collaborations and outreach.

Now, we will look at the next item on the list.

Method 3: Online Cannabis Communities for Influencer Discovery

Engage in online forums and communities dedicated to cannabis discussions, where influencers naturally participate, providing an organic way to discover influencers connected to the cannabis community.

Here are the 3 steps to find cannabis influencers through online communities:

  1. Join Relevant Forums: Become a member of cannabis-related forums and groups on platforms like Reddit or specialized cannabis community websites.
  2. Observe Active Members: Pay attention to members actively participating in discussions related to cannabis products, lifestyle, or advocacy.
  3. Evaluate Content Quality: Assess the quality and authenticity of cannabis influencers’ content within these communities to identify potential collaborators.

This method is valuable for brand owners as it fosters authentic connections and enables the discovery of influencers deeply embedded in the cannabis community.

Now, we will look at the next item on the list.

Method 4: Utilizing Cannabis Influencer Platforms

Leverage specialized influencer marketing platforms focused on the cannabis industry for efficient and targeted discovery of cannabis influencers, streamlining collaboration efforts.

Here are the 3 steps to find cannabis influencers using specialized platforms:

  1. Sign Up on Platforms: Register on specialized influencer marketing platforms designed for the cannabis industry.
  2. Set Campaign Goals: Clearly define your campaign goals, target audience, and collaboration preferences within the platform.
  3. Utilize Platform Filters: Use platform filters such as audience demographics and engagement metrics to identify cannabis influencers aligned with your brand.

This method is essential for brand owners as it provides a centralized and streamlined approach to discovering and collaborating with influencers in the cannabis niche.

Now, we will look at the next item on the list.

Method 5: Referrals and Recommendations from Industry Contacts

Seek recommendations and referrals from industry contacts, colleagues, or other businesses to discover trustworthy cannabis influencers with a positive reputation.

Here are the 3 steps to find cannabis influencers through referrals:

  1. Network with Industry Contacts: Establish a network within the cannabis industry through conferences, online events, or professional groups.
  2. Seek Recommendations: Directly approach industry contacts for recommendations on reputable cannabis influencers.
  3. Evaluate Reputation: Assess the recommended influencers’ reputation, credibility, and past collaborations to ensure a good fit for your brand.

This method is crucial for brand owners as it taps into trusted networks, ensuring the discovery of influencers with proven credibility in the cannabis space.

Now, we will look at the next item on the list.

Method 6: Event Attendance for Networking with Cannabis Influencers

Attend cannabis-related events and expos to network with cannabis influencers in person, establishing authentic connections and potential collaborations.

Here are the 3 steps to find cannabis influencers through event attendance:

  1. Identify Relevant Events: Look for cannabis-related conferences, expos, or meetups happening in your region.
  2. Plan Networking Strategy: Prepare a networking strategy to engage with influencers, including introducing your brand and expressing collaboration interest.
  3. Attend Networking Sessions: Actively participate in networking sessions during events to establish genuine connections with potential cannabis influencers.

This method is significant for brand owners as it provides real-world interactions, fostering genuine connections and paving the way for impactful collaborations within the cannabis community.

The Complete Cannabis Influencer Marketing Guide (9 Easy Steps)

To establish a successful cannabis influencer marketing strategy, begin by defining your brand niche, focusing on wellness, recreation, or specific product categories. Understand your target audience by analyzing preferences and using surveys. Set campaign goals aligned with business objectives, like increasing brand awareness. Research relevant keywords and hashtags for effective cannabis influencer discovery. Utilize social media search and engage in online communities to connect with potential cannabis influencers authentically. Evaluate cannabis influencer authenticity and engagement metrics before initiating genuine outreach, creating meaningful collaborations for brand growth.

1. Define Your Brand Niche

Clearly articulate the unique focus and values of your cannabis brand, emphasizing whether it centers around wellness, recreational use, or specific product categories. Conduct market research to identify gaps or trends in the cannabis industry that align with your brand’s mission. A CBD-infused skincare brand aims to define its niche by focusing on the intersection of wellness and beauty, offering products tailored for consumers seeking holistic skincare solutions.

2. Understand Your Target Audience

Analyze the characteristics and preferences of your target audience within the cannabis community, considering factors like age, interests, and consumption habits. Utilize surveys, social media analytics, and customer feedback to gather insights on your audience’s preferences. A cannabis accessories business aims to understand its target audience, discovering that environmentally conscious consumers who value aesthetics are a primary demographic.

3. Establish Campaign Goals

Set specific and measurable goals for your cannabis influencer marketing campaign, such as increasing brand awareness, driving sales, or promoting a new product launch. Collaborate with your marketing team to define key performance indicators (KPIs) and align them with your overall business objectives. A cannabis-infused beverage company establishes campaign goals focused on increasing brand visibility among young adults interested in alternative beverages and wellness.

4. Research Relevant Keywords

Identify keywords and hashtags associated with your cannabis brand to facilitate effective search and discovery of cannabis influencers. Use tools like keyword planners, social media analytics, and industry research to compile a list of relevant cannabis-related keywords. A cannabis dispensary researching relevant keywords discovers that terms like “organic cannabis” and “sustainable cultivation” resonate with their eco-conscious brand positioning.

5. Utilize Social Media Search

Explore cannabis-related hashtags and keywords on platforms like Instagram and Twitter to identify cannabis influencers actively engaging with cannabis content. Conduct searches using popular and niche-specific hashtags related to your brand and products. A cannabis wellness brand uses social media search to find cannabis influencers using hashtags like #WellnessJourney and #CannabisHealing.

6. Engage in Online Communities

Participate in cannabis forums and groups where cannabis influencers naturally engage, gaining insights into potential collaborators deeply embedded in the cannabis community. Actively contribute to discussions, share relevant content, and build relationships with community members. A cannabis advocacy organization engages in online cannabis communities, discovering cannabis influencers aligned with their mission of promoting responsible cannabis use.

7. Evaluate Cannabis Influencer Authenticity

Assess the authenticity and credibility of potential cannabis influencers by reviewing their content, engagement patterns, and audience interactions. Scrutinize a cannabis influencer’s content for genuine testimonials, personal experiences, and consistent messaging. A CBD brand seeks authentic cannabis influencers by evaluating candidates who openly share personal wellness journeys and experiences with CBD products, ensuring genuine advocacy.

8. Determine Engagement Metrics

Evaluate a cannabis influencer’s engagement metrics, including likes, comments, and shares, to gauge their impact and connection with the audience. Use analytics tools and platform insights to analyze a cannabis influencer’s engagement rates and audience interactions. A cannabis-infused beverage brand identifies cannabis influencers with high engagement rates, ensuring that their content resonates effectively with the target audience.

9. Initiate Genuine Outreach

Reach out to selected cannabis influencers with personalized and authentic messages, expressing your brand’s interest and proposing collaboration opportunities. Craft tailored messages that highlight specific reasons for selecting the cannabis influencer, and offer details on potential collaboration benefits. A CBD brand initiates genuine outreach to a cannabis influencer, expressing admiration for their commitment to wellness and proposing a collaboration to create informative content on CBD benefits.

Now that we have an idea of the steps to find the right cannabis influencers, we will explore what makes a good cannabis influencer.

What makes a Good Cannabis Influencer? (10 Things to Consider to Find the Right Cannabis Influencer)

A successful cannabis influencer must align with the brand’s niche, exhibit authenticity, boast high engagement metrics, maintain content quality, and adhere to industry regulations. Influencers should connect with the target audience, possess a positive collaboration history, share brand values, and exhibit professionalism. Genuine passion for cannabis is crucial. Understanding these criteria is essential before leveraging cannabis influencer marketing for a cannabis brand.

1. Relevance to Niche

Ensure the cannabis influencer’s content aligns closely with your cannabis brand’s niche, focusing on specific aspects like wellness or lifestyle. Relevance enhances brand authenticity and attracts a target audience genuinely interested in your products. A CBD brand prioritizes cannabis influencers creating content centered around natural wellness, aligning with the brand’s emphasis on holistic health. A cannabis influencer with a broad lifestyle focus lacks specific relevance to your CBD brand’s wellness-centric niche.

2. Authenticity and Transparency

Seek cannabis influencers who authentically share personal experiences with cannabis products, fostering trust and transparency. Authenticity builds credibility and resonates with an audience seeking genuine recommendations. A cannabis influencer openly discusses their journey with cannabis products, creating a relatable connection for their followers. A cannabis influencer who provides scripted endorsements without personal insights lacks authenticity.

3. Engagement Metrics

Evaluate a cannabis influencer’s engagement rates, emphasizing factors like likes, comments, and shares to gauge audience connection. High engagement indicates a loyal and active audience, increasing the potential impact of cannabis influencer promotions. A cannabis influencer consistently receives high levels of engagement, demonstrating an active and responsive community. A cannabis influencer with a large following but low engagement may not effectively connect with their audience.

4. Content Quality and Consistency

Assess the quality and consistency of a cannabis influencer’s content, ensuring it aligns with your brand’s image and standards. Quality content enhances the perceived value of your brand, attracting and retaining a discerning audience. A cannabis influencer consistently produces visually appealing and informative content, reinforcing a positive brand image. Irregular content quality or a lack of thematic consistency may dilute your brand’s messaging.

5. Compliance with Industry Regulations

Verify that cannabis influencers adhere to legal and ethical standards related to cannabis advertising, avoiding any regulatory pitfalls. Compliance safeguards your brand from legal issues and upholds industry integrity. A cannabis influencer clearly communicates and follows cannabis advertising regulations, ensuring responsible promotion. A cannabis influencer disregards or downplays regulatory guidelines, posing legal risks for your brand.

6. Audience Demographics

Examine a cannabis influencer’s audience demographics to ensure alignment with your target customer base. Reaching a relevant audience enhances the likelihood of converting followers into customers. A cannabis influencer’s audience demographics match your brand’s target market, increasing the potential for meaningful engagement. A cannabis influencer’s audience predominantly falls outside your brand’s target demographics, limiting campaign effectiveness.

7. Collaboration History

Investigate a cannabis influencer’s past collaborations to assess their experience, professionalism, and success with similar campaigns. A track record of successful collaborations indicates reliability and the ability to deliver on campaign objectives. A cannabis influencer showcases a history of effective partnerships with cannabis brands, demonstrating expertise in the industry. A cannabis influencer lacks a documented history of successful collaborations or displays inconsistent performance.

8. Alignment with Brand Values

Ensure that a cannabis influencer’s personal values and beliefs align with your cannabis brand’s mission and ethical stance. Shared values contribute to a more authentic and harmonious partnership, resonating positively with your audience. A cannabis influencer’s personal values align with your brand’s commitment to sustainability and responsible cannabis use. A cannabis influencer’s personal beliefs conflict with your brand’s values, risking a dissonant brand image.

9. Communication and Professionalism

Assess a cannabis influencer’s communication skills and professionalism to ensure effective collaboration and representation of your brand. Effective communication fosters a smooth partnership and reflects positively on your brand. A cannabis influencer demonstrates clear communication and professionalism in negotiations and campaign execution. A cannabis influencer exhibits inconsistent communication or unprofessional behavior, hindering collaboration.

10. Genuine Passion for Cannabis

Seek cannabis influencers genuinely passionate about cannabis, as their enthusiasm translates into more compelling and convincing endorsements. Genuine passion contributes to authentic advocacy, resonating strongly with an audience. A cannabis influencer expresses sincere enthusiasm for cannabis products, showcasing an authentic passion for the industry. A cannabis influencer lacks genuine interest in cannabis and portrays a dispassionate approach to endorsements.

Now that we know what makes a good cannabis influencer, let’s explore key precautions to take while working with them.

How to Find Cannabis Influencers

10 Things to Take Care of While Working with Cannabis Influencers  (Necessary Precautions) 

When working with cannabis influencers, precautions include legal compliance, brand reputation management, content approval processes, and target audience alignment. Additionally, disclosure of partnerships, avoiding competitor associations, maintaining message consistency, assessing influencer reliability, considering ethical implications, and fostering long-term relationships are crucial. These precautions ensure effective collaborations, protect brand integrity, and optimize influencer marketing outcomes.

1. Legal Compliance

Cannabis influencers must strictly adhere to cannabis advertising regulations to avoid legal repercussions. Compliance is crucial to prevent potential fines or legal actions against the brand. For instance, a CBD brand educates cannabis influencers on regulations to ensure accurate and lawful promotions.

2. Brand Reputation Management

Rigorous monitoring of cannabis influencers’ online behavior is essential to safeguard the brand’s reputation and image. Protecting brand reputation is vital for sustaining customer trust. An example scenario involves an influencer’s controversial behavior negatively impacting a CBD brand’s image.

3. Content Approval Process

Implementation of a content approval process is necessary to maintain consistency in brand messaging. Ensuring approved content aligns with brand values and messaging is vital. Failure to follow this precaution may result in unapproved content deviating from brand messaging or misleading the audience. A practical example is a cannabis brand requiring influencers to submit content for approval before posting.

4. Target Audience Alignment

Verifying that cannabis influencers’ audience demographics align with the brand’s target audience is critical for effective collaboration. Ensuring alignment enhances the likelihood of reaching a relevant audience and increasing engagement. Failing to consider this precaution may result in cannabis influencers with audiences outside the brand’s target demographics, limiting campaign effectiveness.

5. Disclosure of Partnerships

Cannabis influencers must transparently disclose partnerships with the brand to maintain trust and comply with advertising guidelines. Transparency builds credibility and trust with the audience. Failure to disclose partnerships may lead to audience mistrust and potential regulatory issues.

6. Competitor Associations

Careful consideration is needed to avoid cannabis influencers having simultaneous partnerships with competitors. Associating with competitors can dilute brand messaging and confuse the audience. An example involves a cannabis influencer promoting multiple cannabis brands simultaneously, causing confusion and diminishing brand exclusivity.

7. Message Consistency

Ensuring consistent messaging across cannabis influencer content is crucial for reinforcing brand identity. Consistency contributes to a coherent brand image and message. Inconsistencies in messaging may lead to confusion among the audience regarding the brand’s values and offerings.

8. Cannabis Influencer Reliability

Assessing a cannabis influencer’s reliability through their collaboration history is essential. A track record of successful collaborations indicates professionalism and reliability. Engaging with unreliable cannabis influencers may result in missed deadlines, unmet expectations, and potential harm to campaign outcomes.

9. Ethical Considerations

Evaluating cannabis influencers based on ethical considerations aligning with the brand’s values is paramount. Ethical alignment contributes to a positive brand image. An example involves choosing influencers who share the brand’s commitment to sustainable practices, avoiding partnerships with those whose values contradict ethical standards.

10. Long-Term Relationship Building

Prioritize building long-term relationships with cannabis influencers to foster sustained brand advocacy. Long-term partnerships strengthen brand-influencer bonds. Neglecting relationship-building may lead to one-off promotions lacking the depth and loyalty characteristic of enduring collaborations.

Now that we have an idea of the precautions to take when working with cannabis influencers, let’s explore the benefits that influencers can bring to your business/brand.

10 Benefits of Working with Cannabis Influencers (Why Should You Even Partner?)

Partnering with cannabis influencers offers brand benefits, including increased visibility within the community, authentic audience connections, enhanced credibility, targeted marketing, improved engagement metrics, positive brand associations, effective product launches, data-driven insights, cost-effective advertising, and community building. These advantages contribute to brand recognition, consumer trust, and efficient marketing strategies, creating a positive impact on cannabis businesses.

1. Increased Brand Visibility

Finding a cannabis influencer expands your brand’s reach, exposing it to a wider audience within the cannabis community. This increased visibility can lead to a substantial rise in brand recognition. For instance, partnering with a cannabis influencer with 100,000 followers could potentially introduce your brand to a vast audience.

2. Authentic Audience Connection

Collaborating with cannabis influencers nurtures genuine connections with their engaged audience, fostering authentic interest in your cannabis brand. This connection enhances the potential for meaningful engagement. For example, aligning with an influencer who shares personal stories about cannabis use can create a relatable narrative for their followers.

3. Enhanced Credibility and Trust

Cannabis influencers bring credibility to your brand through their trusted endorsements, establishing a sense of trust among their followers. This enhanced credibility can positively impact consumer trust in your cannabis products. Suppose a cannabis influencer with a reputation for endorsing quality cannabis products recommends your brand. In that case, their endorsement contributes to building trust among their audience.

4. Targeted Marketing

Cannabis influencers enable precise targeting of your desired audience segments, ensuring that your brand’s message resonates with the right demographic. This targeted approach increases the efficiency of your marketing efforts. For instance, collaborating with an influencer whose audience demographics align with your target market ensures that your cannabis products are promoted to the most relevant audience.

5. Increased Engagement Metrics

Partnering with cannabis influencers often results in heightened engagement metrics, such as likes, comments, and shares, indicating a strong connection with the audience. This increased engagement reflects the effectiveness of your cannabis brand’s promotion. For example, a cannabis influencer campaign could lead to a 30% increase in social media engagement, showcasing the impact on audience interaction.

6. Positive Brand Association

Associating your brand with reputable cannabis influencers generates positive brand associations, influencing how consumers perceive your products. This positive association can contribute to increased brand loyalty. Imagine your cannabis brand being associated with a well-known cannabis influencer who promotes wellness, creating a positive brand image linked with health-conscious values.

7. Effective Product Launches

Leveraging cannabis influencers for product launches can significantly boost visibility and generate excitement within the cannabis community. This effectiveness in launching products ensures a strong start for new offerings. For instance, collaborating with cannabis influencers for a new CBD-infused product launch could lead to a 50% increase in product awareness within the first week.

8. Data-Driven Marketing Insights

Cannabis influencer collaborations provide valuable data-driven insights into consumer behavior, preferences, and market trends within the cannabis industry. These insights enhance your marketing strategies. For example, analyzing cannabis influencer campaign data may reveal a growing interest in specific cannabis product categories, guiding your future marketing decisions.

9. Cost-Effective Advertising

Partnering with cannabis influencers often proves to be a cost-effective advertising strategy compared to traditional methods. The cost-effectiveness ensures efficient budget allocation for marketing initiatives. Suppose a cannabis micro-influencer with 10,000 followers offers a cost-effective partnership. In that case, it allows your cannabis brand to reach a sizable audience without a hefty advertising budget.

10. Community Building

Collaborating with cannabis influencers contributes to community building within the cannabis space, fostering a dedicated and engaged audience around your brand. This community-driven approach creates a supportive environment. For example, an influencer-hosted event or online campaign can bring together cannabis enthusiasts, building a sense of community around your brand.

Now that we have an idea of the benefits of finding a cannabis influencer, let’s answer the most frequently asked questions to find the right influencer.

Frequently Asked Questions (FAQs) 

What benefits can I expect from collaborating with cannabis influencers?

Benefits you can expect from collaborating with cannabis influencers are increased brand visibility, authentic audience connections, enhanced credibility, targeted marketing, improved engagement metrics, positive brand associations, effective product launches, data-driven insights, cost-effective advertising, and community building within the cannabis space.

How do I align cannabis influencers with my brand’s values and mission?

You can align cannabis influencers with your brand’s values and mission by seeking cannabis influencers whose content and personal values align with your brand’s mission. Ensure ethical considerations and authenticity to establish a strong connection with your target audience.

What precautions should I take when working with cannabis influencers?

Precautions you should take when working with cannabis influencers include legal compliance, brand reputation management, content approval processes, target audience alignment and disclosure of partnerships. You also must monitor competitor associations, maintain message consistency, assess cannabis influencer reliability, ethical considerations, and foster long-term relationships to ensure effective collaborations.

Can partnering with cannabis influencers benefit my product launches?

Yes, collaborating with influencers can significantly boost product launch visibility, generate excitement within the cannabis community, and contribute to a strong start for new offerings.

How can cannabis influencers contribute to community building for my brand?

Influencers play a key role in community building for your brand by hosting events, online campaigns, and fostering engagement within the cannabis space, creating a supportive environment for your brand.

Is collaborating with cannabis influencers cost-effective for advertising?

Yes, partnering with influencers is often a cost-effective advertising strategy compared to traditional methods, providing efficient budget allocation for marketing initiatives.


In conclusion, navigating the landscape of cannabis influencers requires a strategic approach. Defining your brand, understanding your audience, setting clear goals, and employing effective research methods are crucial steps. Collaborating with authentic influencers can yield numerous benefits, from increased visibility and credibility to targeted marketing and community building. By following these steps, brands can establish meaningful connections within the cannabis community and drive successful influencer marketing campaigns.

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