Cannabis Influencers: Who They Are—and How to Work With Them

In our experience, cannabis influencers are much more than a marketing fad. Even outside the cannabis sphere, a whopping 92% of consumers trust recommendations from friends and family over advertisements (Nielsen). And in the world of cannabis, insider knowledge and word of mouth carry enormous value and clout.

Influencer marketing works because influencers—be they people or brands with social currency who have their own highly engaged following—are more akin to friends and family than they are to advertisers. They’re tastemakers whose own opinions, endorsements, and purchasing decisions spark that crucial aspirational urge in their audiences.

What is this worth to you? There’s no single figure or formula, of course. But industry estimates generally quote a 16x greater engagement on social media when employing cannabis influencer marketing. In dollars and cents, that’s $5.78 in earned media value for every $1 spent. What’s more, cannabis influencers can do things you as a dispensary owner/operator, can’t because of prohibitions and regulations on cannabis advertising.

A well-run cannabis influencer campaign can deliver astonishing results. Your task, of course, is finding high-quality influencers to partner with. Here’s what you need to know—from who they are to how to engage them effectively.

Collaborating with Influencers in the Cannabis Space

There are some strategies for identifying potential top cannabis influencers to work with. As an advertiser, the question is: Who do you want representing and endorsing your brand, and why?

Put another way: By studying a cannabis influencer’s audience, can you identify people you want to engage with? Then take the exercise a step further: Rank those audience segments according to their importance and relevance to you. This will help you determine which of the following strategies to pursue:

• Marketing to Influencers: This involves sending products (or other brand collateral) to influencers you’d like to attract to your brand. While it’s easy and reasonably cost-effective, the downside is that it is less likely to evolve into a more collaborative and potentially fruitful partnership.
• Marketing through Influencers: This is a more formal arrangement, requiring a written understanding of what the influencers are promoting and how they’ll be compensated.
• Marketing with Influencers: This is the deepest form of partnership, in which an influencer becomes, in essence, a representative of (or ambassador for) your brand. While it requires more effort and compensation negotiation, the rewards can be substantial.

Some sources suggest an average Instagram influencer charges $100 per 10k followers. Of course, other factors such as client budget, engagement rate, campaign length, and other details will affect the cost.

How to Vet a Cannabis Influencer Before You Commit

Before starting any partnership, ensure your chosen influencer is truly a fit for your brand. Here are the key factors to check:

• Audience demographics: Are most followers 21+? (Essential for compliance.)
• Engagement rate: High likes, comments, and shares are better than a big but passive following.
• Content quality and tone: Does their visual and written style match your brand voice?
• Reputation and previous sponsorships: Research their past partnerships and public perception.
• Platform compliance: Are they careful about not breaking cannabis rules on Instagram, YouTube, or TikTok?

Vetting upfront helps avoid wasted budget and potential legal headaches.

Micro vs. Macro: What’s Right for Your Brand?

Not all influencer partnerships are created equal. While big names can offer reach, micro-influencers (those with under 50K followers) often have a tighter bond with their audience, deliver higher engagement, and are more approachable for authentic collaborations. Conversely, macro-influencers offer broad visibility and are ideal for large-scale campaigns, but usually come with a bigger price tag. Consider your goals and budget when choosing who to partner with.

Cannabis Compliance Reminder

Cannabis advertising is heavily restricted, even on influencer accounts. Avoid posts showing consumption, pricing, or specials, or making medical claims. Ensure you and your influencer understand the platform’s policies to avoid account bans or shadowbans. Remember: your brand is still at risk if you coordinate content that breaks the rules.

How to Connect With Cannabis Influencers

Now that you understand the types of relationships you can form with influencers, let’s explore four proven ways to collaborate.

1. Create a Social Media Moment

‘Moment marketing’ involves making the most of a special moment. You can either attempt to create a viral moment yourself or attach your brand to something already happening.

A social media cannabis influencer can be crucial in pushing this exciting content to as many people as possible. They are instrumental in turning an exciting moment into a viral one.

Your social media moment could be exciting and engaging, like a custom mural at your dispensary, or coincide with a local event already getting buzz. Be ready to seize the best opportunity whenever it presents itself.

2. Get Your Hashtag Trending

Influencers are a great engine for creating cannabis hashtag trends. Through them, hashtags can be quickly shared with a large audience and have the potential to go viral.

Create a branded hashtag and have them share it with their followers about your dispensary. Using branded hashtags in your cannabis social media marketing strategy will not only boost brand awareness but also make it easier to track performance and exposure.

3. Host an Event With a Cannabis Influencer

Experiential marketing and social media marketing don’t have to be separate. Hosting an in-person event with a cannabis influencer merges the two into one unique opportunity to gain exposure for both your dispensary and the influencer.

It also demonstrates an authentic partnership that resonates more deeply with consumers than a virtual shoutout. While it may require more budget and coordination, it’s also more impactful.

4. Interview a Cannabis Influencer

If hosting a live event isn’t in the cards, connect digitally through interviews. These can be shared as blog posts, YouTube videos, or podcasts.

Before you start, agree on content, timeframe, usage rights, payment, and a sponsored hashtag. As mentioned, a trending hashtag is key to attracting viewers; the right influencer can make that happen.

How to Measure Influencer Campaign Performance

Don’t just hope for ROI—track it! Use these tactics to measure success:

• Affiliate links or coupon codes: Track clicks, redemptions, or sales from influencer posts.
• Unique landing pages: See how many people visit your site from a specific influencer campaign.
• Follower and engagement growth: Measure your account’s progress during and after a campaign.

Tracking the proper metrics ensures you know which partnerships are paying off.

Real-World Example: Cannabis Influencers Driving Results

Looking for inspiration?
Cann, a cannabis beverage brand, successfully used TikTok influencers to drive awareness. By focusing on humor and coded language instead of direct product shots, Cann achieved a 3x spike in web traffic during its launch week, even without showing cannabis use.

What About TikTok?

Despite strict rules, TikTok is a powerful platform for cannabis brands and influencers, especially with younger, lifestyle-focused audiences. Many weed influencers are finding success by using creative storytelling, humor, and education, without directly promoting cannabis products or use. Just remember, compliance is crucial here too.

Here are a few resources to determine whether TikTok is right for your business:

• Going Social: Should You Make a Dispensary TikTok Account?
• Beyond Song and Dance: Get More Views on Your Dispensary TikTok Account
• TikTok Marketing for Cannabis: It Can Be Done!

Top Cannabis Influencers on Instagram

wizkhalifa: With 39.5 million followers, hip hop star Wiz Khalifa is the supernova in the cannabis influencer universe. In addition to lacing his songs with ample cannabis references, his Insta page is an ever-changing gallery of cannabis-themed selfies and casual snaps.

sethrogen: Actor, cannabis activist (and entrepreneur) Seth Rogen shares random pics, social justice shout-outs, and—notably—photos of his unique and lovely handmade vases. With 10.5 million followers, he’s truly a force to be reckoned with.

weedhumor: With 4.6 million followers, this purveyor of cannabis memes and humor is a giant in the cannabis influencer sphere.

fourtwenty: Boasting 4.8 million followers, this cannabis-centered humor site is another heavy hitter regarding audience and shareable memes. The focus does include other Schedule I substances, including psychedelics.

Cheechandchong: It's no surprise that the godfathers of cannabis humor would show up on Instagram, sharing funny memes and general cannabis wisdom. They’ve been at it for decades, but their audience of 2.8 million followers only wants more.

jackey_420: With a feed dedicated to testing out paraphernalia, Jackey combines cannabis adventurism with good humor and entertaining content. His fast-growing audience currently stands at 47.6k.

shesmokesjoints: Fun, varied, and creative, Courtney’s page shares its free-wheeling and engaging posts with an audience of 223k.

pothead.princess: Tinged with a playful, coquettish vibe, the posts from this former budtender are a blend of creatively styled selfies, product shots, and fun moments from her adventures. With an audience of 141k, it’s clear there’s a great demand for her unique style.

imcannabess: A digital marketing impresario by day, Bess Byers hosts an engaging and highly varied Insta page that combines glamour shots of plants, social activism, and snapshots from her well-curated lifestyle. The current audience stands at 85.5k.

steve.deangelo: Describing himself as “father of the legal cannabis industry” is a bold move. Still, DeAngelo—co-founder of popular Bay Area dispensary chain Harborside—does bring real gravitas and authority to the field. You’ll find plenty of content for social equity and justice system reform, less on overt product placement. DeAngelo’s current following is 61.5k.

_thehempress: Video game enthusiast Mia currently commands an audience of 32.7k for her glammy, pin-up style take on cannabis culture.

this.is.krishna: The platform of Viceland host and producer Krishna Sai Andavolu, this engaging page is a mix of legalization and culture news mixed with random plant shots and moments from his freewheeling career. With an audience of 29k, he is one of the most prominent “hard news” influencers in the field today.

herhighgarden: In addition to her day job as assistant director of cultivation for a Florida canna business, Marina Mikkelsen shares selfies and plant shots of her crops with an audience of 26.6k.

bluntblowinmama: You wouldn’t guess it from her Insta handle, but this mama—aka Shonirita Anthony—is a former ABC News and Huffington Post editor, among others. In addition to curating her page—current audience 119k—she runs a podcast aimed at normalizing mothers who self-medicate with cannabis.

themommyjane: The brainchild of Jessica Gonzalez, this page embodies a unique and appealing blend of mother, family, and cannabis advocacy. It’s a DIY and very personalized approach to using cannabis for wellness and healing in the context of a nuclear family. 24.5k followers have caught on thus far, a number only expected to grow.

drmicheleross: Neuroscientist, mental health authority, and author Dr. Michele Ross brings an intriguing blend of data-driven wisdom, a passion for plant-powered healing, and a savvy and engaging style. Her current audience stands at 14.9k.

thehighwoman: Taking a DIY approach to chronicling her cannabis-themed adventures, influencer Haley Ann currently has an audience of 42.8k followers.

tyleramaya: Professional photographer Tyler Maya shares striking, often incredibly detailed shots of cannabis plants and their products to his 10.8k followers.

koala.puffss: With 675K followers, Koala Puffs is known for her fun, vibrant content that combines cannabis culture with creativity, making her one of the top influencers in the space.

amanda_hitz: A rising star with 19.1K followers, Amanda shares a mix of cannabis advocacy, lifestyle, and personal insights, creating a relatable space for her community.

emilythefairyy: With 202K followers, Emily offers a blend of positive vibes, cannabis education, and wellness content, making her a favorite for many in the cannabis community.

jorgecervantesmj: A respected figure in the cannabis world with 106K followers, Jorge shares expert cultivation tips and valuable knowledge from his decades of experience in the industry.

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Cannabis Voices in Podcasting

Cannabis Marketing Live: This is a cannabis podcast sponsored by MediaJel and covers effective marketing trends and strategies to grow your cannabis dispensary, delivery service, or brand. Dude Grows Show: This cannabis podcast focuses squarely on cultivation. Here, you’ll find tips, product reviews, news, and commentary on cannabis culture as a whole.

The Green Rush: This authoritative weekly podcast dives deep into the cannabis business. Look for in-depth interviews with newsmakers such as Rick Doblin (of MAPS), master grower Ryan Douglas, and Chris Driessen of SLANG, a leading manufacturer of cannabis packaged goods.

Cannabis Advocate Podcast – The Cannabis Advocate Podcast brings thought-provoking conversations about cannabis policy, advocacy, and personal stories from industry leaders. Tune in for insights that push the boundaries of cannabis culture.

High Spirits Podcast—High Spirits delivers candid discussions about cannabis culture, wellness, and the latest trends while promoting an inclusive and informed community. It is perfect for anyone looking to elevate their cannabis knowledge.

Top Cannabis Channels by Influencers

RuffHouse Studios: With 731k subscribers, this storehouse of product reviews, in-depth canna-cooking tutorials, and playful takes on pop culture (“The Big Bong Theory,” anyone?) is a big deal in the world of YouTube-based cannabis influencers.

The CCC 420: A giant compendium of strain reviews and videos on “stoner etiquette,” this popular channel, with 193k subscribers, is a marketer’s dream regarding product placement. You’ll also find videocast episodes on cannabis-adjacent topics such as psychedelics, pop culture, and more.

That High Couple: With a fun, arty, and engaging take on cannabis culture, married couple Alice and Clark share videos on growing tips, dispensary visits, cannabis gift guides, and social justice. It’s freewheeling and appealing; thus far the channel’s racked up 170k subscribers.

tokinGLX: With his trippy shades and flowing beard, Paul Tokin may be an unlikely YouTube sensation. But his videos—from trying to learn Korean to reviewing frozen pizzas—have an offbeat charm—no wonder he’s accrued 163k subscribers.

John Berfolo: After surviving a nearly 30-foot fall onto concrete, Berfolo became a living case study in the treatment of chronic pain. Today, his YouTube channel boasts 114k subscribers, drawn there primarily by his straightforward DIY videos on cultivating and processing cannabis for maximum medicinal benefit.

Cannabis Saves Lives! A page dedicated to the safe and effective use of medical cannabis, you’ll find everything from homegrown stories of treating emphysema, cancer, and other ailments to profiles of Charlotte Figi (of “Charlotte’s Web” fame) and clips of celebrities endorsing cannabis on television. The current audience stands at 26.6k subscribers.

Megan Elizabeth: This Hawaii-based authority on health and wellness doesn’t restrict her passions to cannabis; her channel is stocked with DIY videos on everything from anxiety and depression to weight loss and vegan cooking tips. Her subscriber audience currently stands at 19.6k.

CBD Woman: Rachael Wilson’s passion for cannabis-based healing shines through all her content. Taking a casual but science-based approach to wellness and self-care, she’s earned 10.5k subscribers on the platform.

Where Influence Meets Impact: Your Next Move

Connecting with cannabis influencers can help you reach a larger audience, but it shouldn't be your whole social media marketing strategy. For best results, partner with influencers as part of a broader, well-developed digital marketing plan.

Start by asking: Who aligns with your brand? How can you deliver value to each other? Then build something great together.

Continue Reading: Social Media Marketing for Dispensaries.

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