In a groundbreaking move, X (formerly known as Twitter) has become the first major social media platform to embrace cannabis advertising, opening up a new avenue for brands in the burgeoning industry. This policy shift, implemented in 2023, has sparked a wave of interest and conversation, with brands eager to connect with millions of users on this popular platform.
At the recent Benzinga Cannabis Capital Conference, Alexa Alianiello, X’s lead for cannabis sales and partnerships, shed light on the impact of this policy change and the lessons learned since its implementation. “We started pretty conservatively, saying, okay, brand preference and informational content is allowed across any category,” Alianiello explained. X’s strategy has been to introduce the policy gradually, allowing for flexibility and adjustments based on industry needs. This measured approach has enabled the platform to maintain compliance while supporting cannabis brands as they strive to engage with a vast user base.
Supporting Cannabis Brands and Conversations
Alianiello emphasized that X’s primary success lies in creating a safe and inclusive space for public dialogue about cannabis. “We support these companies in driving business outcomes,” she stated, highlighting the importance of connecting with “hundreds of millions of users.” X not only provides a platform for brands to advertise but also encourages open and honest conversations about cannabis without the risk of account shutdowns. This inclusive approach benefits the entire industry, as information sharing is crucial for advancing acceptance and understanding of cannabis. “With regard to cannabis, which is a largely underserved public conversation, people can come and learn, learn what’s happening in the industry, and connect with it,” noted Alianiello.
X’s Vision for the Future of Cannabis Marketing
Looking ahead, Alianiello believes that X will play a pivotal role in shaping the future of digital marketing for cannabis businesses. “We’re just this destination for free expression and information sharing,” she said. The platform aims to remain a central hub for users seeking real-time updates and news about cannabis developments, providing a dynamic space for staying informed about this evolving industry. Alianiello also expressed optimism about X’s potential to inspire further growth and acceptance within the cannabis sector. “I hope that people can take away that, you know, someone is working at this platform that supports the industry,” she said.
A Step Towards Normalization
X’s cannabis advertising policy is more than just a business move; it represents a significant step towards normalizing the conversation around cannabis. As Alianiello put it, “It’s our responsibility to hold space for that and be a platform for that free dialog.” The company’s continued efforts reflect a commitment to fostering the growth of the cannabis industry by facilitating a more open and inclusive dialogue on its platform.
This shift in policy has the potential to reshape the landscape of cannabis marketing, offering brands a powerful platform to connect with a large and engaged audience. X’s commitment to creating a safe and informative space for cannabis-related content is a testament to the platform’s belief in the industry’s potential and its dedication to promoting open conversations about this rapidly evolving sector.