Study shows what social media users think of cannabis

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If social media is a guide, the world is ready for global cannabis legalization

Brands cannot thrive without good marketing, and the cannabis sector is no exception. The growth of new social media platforms that could be ideal for getting the word out about just about anything. In fact, according to a recent study, cannabis use was found to be primarily portrayed as positive on the popular TikTok platform.

Of course, due to the nature of the industry and the lingering stigma surrounding it, the cannabis space lacks opportunities to utilize standard advertising options. But things seem to be changing, thanks to the increasing legalization of cannabis in the US and the world.

The study’s lead author, Brienna Rutherford, said that social media today accounts for a large part of the world, with teens averaging at least eight hours online per day. “Despite this high volume of use, little is known about the potential risks exposure to social media content depicting substance use may have on viewers. However, before you can assess the effects of exposure, we need to know what content is out there and accessible,” added the Ph.D. candidate with the University of Queensland in Australia.

Titled “Getting high for likes: Exploring cannabis-related content on TikTok,” the study set out to establish the intent of analyzing cannabis content on TikTok. This platform currently has over one billion users.

Many social media platforms such as these are collectively dipping their toes into the cannabis space, thus notably affecting the industry. Because of that younger demographic, TikTok could be an excellent option for cannabis businesses, allowing them to reach their consumers “in a very real way,” Rutherford said.

On the other hand, TikTok has its own strict rules. Businesses must be cautious and avoid common cannabis words and hashtags such as weed, cannabis, pot, and stoned. Cannabis companies can use TikTok to submit short videos about their business, brands, product lines, cultivation methodologies, or their staff.