On Being a Cannabis Influencer.

By , Jessica Hope originally published in the 2023 Flower Moon Edition https://sites.google.com/view/flowermoonedition/home

It was never in my plan for me to become a cannabis influencer. Just a mom on a mission to diminish the stigma surrounding cannabis use as a parent, I was determined to make a difference. I started out in the legacy sector of the Canadian cannabis industry. I have been active on Instagram for many years and have developed a reputation for myself within the cannabis industry during this period. As a result of my nature, I am not always the most liked or sought after person, and I have had to learn to accept that as part of my personality. I have also been able to use this to my advantage and have worked with some of the biggest cannabis brands in Canada. I am proud to have used my platform to make a difference in the cannabis community.  As an influencer, I have been able to reach a large audience and spread awareness about the benefits of cannabis and its potential uses. I am passionate about advocating for the cannabis industry and believe that it is an important part of a healthy lifestyle.

 Flashforward almost 7 years later and I am reflecting on my second Toronto trip for a cannabis conference, and this time I brought home an award. I was nominated as the “Most Influential on Social Media” at the 2023 CannExpo Toronto Cannabis Awards. I honestly never considered myself an “influencer” per-say , obviously others view me this way and I’m flattered. 

I've been asked how to become an influencer many times. Honestly, it is not a 'one size fits all' type of “job”.

It can be harsh, disappointing, time-consuming and can be pretty draining. It's not always about curating flawless posts and attending events. It can be days of lacking creative energy, being drained by 'haters' and other unpleasant things that come in this line of work. 

These are my top tips on how to manage life as an "influencer."

1. Do not change your personality to be a “stereotypical” cannabis influencer. Instead, be yourself and be authentic, and let that be the factor that sets you apart from the other influencers in the cannabis community. You will be more successful if you stay true to yourself and your beliefs.

2. Reach out to companies! The worst they can say is "No". Don't be afraid to contact companies and ask to collaborate with them. Even if you don't have a large following, companies still may be interested in working with you if they like your content. It never hurts to ask, and you may be surprised at the positive response you receive!

3. Remember, not everyone will like you and that is okay. You don't like everyone so why expect everyone to like you? The right people will follow you for the right reasons. Focus on being authentic and stay true to yourself. Don't try to please everyone. Believe in yourself and your values, and let your work speak for itself. Standing out from the crowd can be difficult, but if you stay true to who you are and what you stand for, the right people will find you.

4. Do not let the haters get you down! Along with the internet comes trolls, jealous individuals and downright haters. It can be extremely discouraging when this happens to you the first few times. Internet haters come in all shapes and sizes, but they all have one thing in common: they want to drag you down. They want to make you feel bad about yourself and your work. They want to make you doubt yourself and your worth. Rise above it and don't feed into the negativity. It's wise to block them and move on. Try to learn from the experience and find ways to improve yourself. Don't let the negative comments of others define you. Focus on the positive, and remember that you have the power to control how you react to negative situations.

5. Don't limit yourself to one social media platform! Expand your horizons and try multiple platforms. Instagram and Facebook are touchy on cannabis content but with careful posting and following guidelines, it can be a pleasant place to be. TikTok allows barely ANY cannabis content though there are code-words and such that can be used. Twitter and Reddit are awesome for cannabis content, but they can come with trolls. LinkedIn is a great platform to connect with professionals in the cannabis industry. YouTube allows cannabis content but with some restrictions. Finally, Pinterest is a great platform for visual content related to cannabis.

In conclusion, cannabis influencers are an increasingly important part of the cannabis industry. They are the people who are helping to spread the message of the cannabis movement and the businesses associated with it. They have the power to influence public opinion and create a more positive image of cannabis and its related products. As the industry continues to grow, so will the role of cannabis influencers. They will continue to be an integral part of the industry, and will continue to play a major role in the growth of cannabis and its related products.