CBD & Cannabis Social Media Strategy and Training
Strength of Hope
Social media strategy and stakeholder training for a national CBD wellness brand expanding from wholesale into direct-to-consumer sales, with a multi-generational approach to CBD and cannabis marketing across Facebook, Instagram, Pinterest, and Google Business Profile.
Bringing a CBD Brand Directly to Consumers
Yancey Red developed a comprehensive social media strategy for a national CBD wellness brand transitioning from a primarily wholesale business model to direct-to-consumer marketing. The strategy addressed how to introduce CBD products to multiple generations of consumers while navigating the additional challenges surrounding cannabis marketing on major social platforms.
The engagement included stakeholder training and platform-specific strategy for Facebook, Instagram, Pinterest, and Google Business Profile, giving the internal team a framework for CBD education, brand storytelling, audience engagement, and consumer-focused content.
“Yancey Red does a great job of explaining the complexity of social media in easy to understand terms. They take the time to understand a brand and create amazing content that reinforces the client’s vision. The icing on the cake is they are easy to work with.”
About The Client
The client is a national CBD wellness brand offering hemp-derived products through retail and direct-to-consumer channels. As the company expanded its consumer business, it needed a social media approach that could educate audiences about CBD, introduce products responsibly, and navigate the restrictions surrounding CBD and cannabis marketing online.
The Process
The strategy began with defining distinct consumer audiences and developing messaging that could make CBD relevant to different generations without relying on one-size-fits-all cannabis content. Facebook, Instagram, Pinterest, and Google Business Profile each received a platform-specific approach based on audience behavior, content opportunities, and restrictions affecting CBD marketing.
Stakeholder training covered social media best practices, CBD education, content development, audience engagement, platform limitations, and ways to market a cannabis-adjacent wellness brand without making unsupported product or health claims.
Social Media Results
The strategy supported the brand’s transition from wholesale into direct-to-consumer CBD sales, giving the internal team a clearer framework for reaching consumers while navigating the complexities of CBD and cannabis marketing across major digital platforms.
Following the shift toward consumer-focused digital marketing, the company reported a significant increase in direct-to-consumer sales. Because we do not have verified sales figures, I would keep the result intentionally qualitative rather than attaching a percentage or implying a specific level of growth.
The engagement also left the internal team with a repeatable CBD social media strategy, stronger understanding of platform restrictions, and practical training they could continue using as the consumer side of the business grew.
Looking for a strategy for marketing a regulated or complex product category? Explore Yancey Red’s social media strategy and training services for cannabis and CBD brands.