Introduction
TikTok is a social media platform where users can create and share short-form videos set to music. Due to its popularity, companies worldwide have turned to TikTok as a marketing channel. Among these are CBD companies, who have also begun to advertise their products on the platform. However, promoting CBD products on social media such as TikTok has become a hot topic due to the challenges and controversies surrounding CBD advertising. Therefore, it is essential to discuss whether CBD advertising is allowed on TikTok and what factors need consideration. This article aims to shed light on CBD marketing on TikTok and help brands understand the challenges and opportunities surrounding it.
Navigating the Guidelines: Can You Promote CBD Products on TikTok?
Like other social media platforms, TikTok has a set of advertising guidelines that apply to all brands. According to TikTok’s advertising policies, brands can promote products that are legal, safe, and sustainable. But can brands advertise CBD products? The answer is not entirely straightforward. TikTok’s advertising policy states that “ads must not promote the sale, possession, or use of illegal, prescription, or recreational drugs and drug-related products, including accessories, such as pipes and vaporizers.” This policy technically bans the promotion of CBD products on TikTok, as it is a regulated substance.
CBD Marketing on TikTok: A Beginner’s Guide
Before starting advertising on TikTok, it’s essential to understand the platform and its audience. TikTok is a place where users often get entertained and edutained. The videos that perform the best are usually funny, shocking, surprising, or interesting. CBD companies must remember that they are competing for users’ attention on a platform with a considerably shorter attention span than other social sites. Therefore, it’s essential to create content that immediately engages users and stands out from the competition. In addition, CBD brands should focus on educating users about the benefits of CBD products, rather than direct sales pitches. This strategy will help build trust and establish long-lasting relationships with followers.
Why CBD Companies are Turning to TikTok Ads
Despite the various challenges, CBD companies are turning to TikTok ads for several reasons. First, TikTok has a massive user base comprising Gen Z and millennial audiences. Second, TikTok’s algorithm rewards those who produce engaging content, regardless of whether the user is a household name or not, offering a unique opportunity for brands to reach a broad audience organically. Lastly, TikTok’s advertising platform offers lower costs per click when compared to other social media platforms.
What TikTok’s CBD Policy Means for Your Brand
TikTok’s policy on CBD advertising may seem restrictive to some CBD companies. However, compliance with TikTok’s policies may prevent potential legal and ethical issues. Advertising CBD on social media is still a gray area due to the lack of regulation. The platform policies help prevent misinformation and ensure that companies are not violating regulations and laws. Some legal and ethical issues that could arise from violating TikTok’s guidelines include sanctions from regulatory bodies and backlash from the public.
30-Second Videos: The Future of CBD Marketing on TikTok
TikTok is all about short-form videos. Therefore, CBD brands have a platform to create engaging and compelling videos. When making videos advertising CBD products, brands should aim to inform, educate, and inspire rather than selling products. Some creative ideas for creating attention-grabbing videos could include how-to videos, testimonials, behind-the-scenes footage, and other relatable content. However, it is essential to comply with TikTok’s guidelines and avoid making medical claims that could lead to legal issues.
The Challenges of Advertising CBD on TikTok
Advertising CBD on TikTok has its fair share of challenges. For instance, CBD is a regulated substance, and advertising guidelines on TikTok are strict, making it a challenge to promote CBD products. CBD companies must also be ethical and avoid the use of false claims or portraying their products inaccurately. In addition, advertising CBD products on TikTok may risk restrictions when it comes to marketing or running ads.
Success Stories: Brands That Have Successfully Advertised CBD on TikTok
Some CBD brands have utilised TikTok for CBD marketing successfully. One example of a CBD brand that has leveraged TikTok for marketing is CBDLiving, which produced TikTok videos with content that resonated with Gen Z and millennials, educating them on CBD products’ benefits. The company grew its social media following substantially, demonstrating that CBD advertising on social media platforms can be an effective marketing strategy when approached the right way.
Conclusion
TikTok offers CBD brands a unique opportunity to reach younger audiences in unprecedented ways, however, CBD advertising on the platform comes with ethical considerations and challenges. Brands looking to advertise CBD products on TikTok must tread cautiously, putting out informative and creative content while ensuring they conform to TikTok’s advertising policies. As TikTok’s popularity continues to grow, so will the platform’s influence on CBD advertising, and CBD companies need to jump onboard the platform early and strategically.