fracebook marketing for cbd oil

How to Promote CBD Ads on Facebook? Tips for Best Practices

You see it everywhere: CBD gummies, CBD sleep aides, CBD supplements and oils, or anything CBD you can imagine with any kind of shelf life.

TIPS TO PROMOTE YOUR CBD ADS ON FACEBOOK

  • Can My CBD Business Benefit from Putting CBD Ads on Facebook?
  • Navigating Regulations for CBD Ads on Facebook
  • What is Native Advertising on Facebook?
  • Promoting CBD Ads on Facebook: Best Practices
  • What Can I Do If Facebook Won’t Approve My CBD Ads Campaign?
  • Frequently Asked Questions
    • Can You Do CBD Ads on Facebook?
    • Can You Promote CBD Oil on Facebook Ads?
    • Will I Ever Be Able to Mention CBD in My Facebook Ads?
    • How Can I Organically Market CBD on Facebook?

    No longer some kind of “hippie” product, CBD has made its debut on multiple stores shelves, on Amazon and elsewhere across the web and globe. So WHY on , (or some choice language) is it so difficult to promote CBD ads on Facebook?

    The answer, of course, lies in the Facebook advertising policy.

    You see, it wasn’t until the 2018 Farm Bill that Cannabis and CBD was even recognized as a non-illegal product, but even with the introduction of the bill, Facebook has yet to update their ads policy, leaving us with only a small and specific subset of ads that make it past the checkpoint.

    Thanks to it being incredibly difficult to get anything through the ever watchful eye of Facebook, we decided to make it easier on everyone and create a guide detailing EXACTLY what you needed to do to get those CBD ads rolling on Facebook.

    Ready? Let’s roll.

    Can My CBD Business Benefit from Putting CBD Ads on Facebook?

    If you sell CBD products, the answer is yes, but for the more technically-minded individuals reading, allow me to explain.

    A study done in mid 2019 revealed that a whopping 40% of individuals ages 18-29 have used CBD at some point in the past or were current users.

    It also found that 15% of individuals aged 60 and older had also tried or were current CBD users.

    This means that on average 64 million Americans have tried or are currently using CBD.

    And 75% of the businesses with CBD as an offering are owned by women.

    In addition, 40% of Americans are interested in trying CBD.

    With numbers like this, it’s no surprise that businesses are getting in on the hype. However, when it comes to MARKETING CBD, things get (a lot) more complicated.

    It’s no surprise either that the BEST place to market CBD products is online. 1) Because the population that happens to be the biggest users spend a majority of their time plugged in online and 2) it’s the perfect platform for getting in front of your buyers in the most thumb-stopping way possible. Literal magic.

    The thing is, even with the internet playing a key role as the leading CBD sales channel with over 60% of the whole market being online, CBD business owners like you have a million hoops they’re required to jump through when it comes to CBD advertising on Facebook and Instagram.

    And that’s where we come in. Let’s get your CBD ads rolling!

    Navigating Regulations for CBD Ads on Facebook

    While it’s not exactly contraband anymore, there’s still a lot of uncertainty around CBD as a health or food related product, which can make it difficult for advertisers to use native advertising placement.

    What is Native Advertising on Facebook?

    In short, Native ads on Facebook are ads that blend in and reflect the content around them.

    Native ads exist within the news feed on both Facebook and Twitter, as well as a select other few websites and apps.

    Yes, Native ads are often criticized as a medium for social paid advertising because it can feel as if the network or advertisers are deliberately deceiving users into believing that the paid advertising placements are actually organic content.

    But the truth is that consumers are actually pretty comfortable with both the practice and the concept with a few exceptions:

    • They need to be from trustworthy brands
    • They need to be relevant

    Because CBD ads can benefit from being sandwiched between other health and medicinal posts, it can be difficult to get wording and imaging that is approved to use on the Facebook platform.

    CBD Ads on Facebook: Best Practices
    • List GENERAL benefits for CBD products and ALWAYS avoid making medical claims, especially serious ones. However, if you need a work-around, you can cite medically-backed sources like those found in the U.S. National Library of Medicine and/or the National Institutes of Health. Both are great options.
    • The Farm Bill requires each State to submit its own hemp regulation plan so that it can be approved for sales going forward. Unfortunately, not all States have done this yet, so pay attention to your local laws.
    • Building trust with consumers should always be your priority. You can do this by testing for contaminants, proving the quality of your CBD, being locally sourced or even calling for lab-results that can properly showcase the CBD percentages in your products. This is a good step to take now, but it’ll also play hugely in your favor at the point that CBD is fully legal.
    • While you CAN advertise CBD on Facebook, you CANNOT mention the products in your ads.
    • Refrain from using CBD within a domain name.
    • If needed, you can create a new Facebook account. Leave any CBD-related promotion or information off of the page.
    • This is complicated, but you’ll need to find creative ways to describe your products to your customers.
    • CBD images are currently allowed if they don’t mention CBD.
    • Target audiences who have an interest in “hemp oil”
    • Replace “CBD” with “Natural Plant-Based Remedies” anywhere in your ad creative and copy.
    What Can I Do If Facebook Won’t Approve My CBD Ads Campaign?

    Double check that your landing page does NOT mention CBD oil. If you need to, disconnect any correlation between the landing page and your main website. If it says CBD, it can be crawled by Facebook ad bots and it will be rejected.

    If you have a track record when it comes to rejected ads, this could play against you when it comes to getting CBD ads approved.

    Sometimes, improving your chances could be as easy as having an agency with a good track record publish your ads. Other times, this can look like taking a break from CBD and hemp related advertising and focusing on something else for awhile.

    Remember: when it comes to hemp ad policy and CBD and Facebook ads, you run the risk of having your account deleted whenever you get rejected. You can combat this by making certain that you’re doing what we described above: focusing on other things when possible to keep your track record positive.

    Frequently Asked Questions

    Just in case we’ve been amiss in answering all of your questions around CBD Facebook ads or hemp advertising laws, this section is just for you.

    Can You Do CBD Ads on Facebook?

    The short answer is “yes!” CBD ads, while tricky, are still very doable- and we would know! We’ve promoted CBD products for a multitude of our clients with great success. All it takes is following the rules and best practices we’ve described above, and making sure we’re being attentive to other ads as well to keep the spotlight off of any and all rejected ads.

    And yes, sometimes even when you follow every rule to the letter, your ads will be rejected. You can combat this by asking for a review or discussing with a Facebook partner.

    Can You Promote CBD Oil on Facebook Ads?

    Just like with any other CBD topical product, the answer is yes. Just don’t make serious medical claims and/or mention CBD in the ads at all. Opt for words like “Naturally derived ingredients” or “plant sourced ingredients” instead.

    Will I Ever Be Able to Mention CBD in My Facebook Ads?

    With hemp becoming medically and fully legal across the US, there’s been increasing pressure for Facebook to open the gates when it comes to their CBD ads policy. We believe that given time, Facebook is going to cave and make our lives a little easier.

    How Can I Organically Market CBD on Facebook?

    When it comes to what you can post on Facebook organically, there are much fewer limits, making it totally acceptable to market CBD on your business page.

    You’ll be able to utilize the words “CBD” and “Hemp” in your copy, as well as include it in your ad creative.

    Because this is the case, any standard social media marketing blueprint for business will do when it comes to making a plan for CBD marketing. However, we’d still recommend not making medical claims for the moment.

    Looking to learn more? Join our Facebook social media marketing group or read more incredibly insightful social media paid advertising information HERE.

    Keith Kakadia

    I am a native of New Orleans, LA with a passion for social media marketing, entrepreneurship, and making new connections. I enjoy the opportunity to work with amazing individuals and brands everyday.

    Facebook CBD Ads — What’s Actually Needed For Approval?

    Contact Hemp Writer here to get started with PPC & OTT — no-limit CBD ads. Guaranteed.

    Everyday, new CBD ads are popping up on Facebook — even though dozens of your ads keep getting rejected. Why can’t you ever seem to get your ads approved?

    CBD ad approval on Facebook requires numerous factors. Critical complex elements in ad approvals include NOT using certain words, large minimum monthly spend, CBD product restrictions, compliance, relevant & functional landing page, account age, CBD not in URL or ad, and potentially much more.

    Let’s take a look below and see if we can reverse engineer how other smaller and larger CBD companies are getting ads approved by Facebook.

    Can you even run ads for CBD on Facebook?

    Every day, most of us within the CBD space see several companies advertising CBD products that appear to conflict with Facebook’s ad policy.

    Since we’ve all seen CBD ads on Facebook, there is definitely a possibility that you too can run CBD ads on Facebook.

    Even though many CBD ad agencies have figured out a secret recipe for consistently getting CBD ads approved by Facebook, the good news is that success leaves clues.

    To begin understanding how to get CBD ads approved by Facebook at scale, the foundation begins with compliance — across your entire brand (and/or brand segment).

    Figuring out how to get ads approved, is only the beginning.

    The next step is then to build audiences, create an opt-in offer to build your list, and invest your time in following up with the audience you continue building.

    Facebook ad views and engagements are both powerful and short-lived.

    The hard lesson is in following up after you’ve spent time and money building your list.

    Start with building your list via value-driven content while following up with sequences that tell & sell the core stories of your CBD products.

    Is “Boosting” A Post Considered Paid Advertising On Facebook?

    Yes. Boosting a post on Facebook is similar to paid sponsored advertising, but not technically exactly the same as a sponsored ad.

    By attempting to boost a CBD post, you may be at risk of the Facebook team reducing your organic search reach.

    Boosted posts can get a higher rejection rate than other Facebook ad campaigns.

    Facebook ads CBD policy

    Facebook’s ad policy vaguely states you’re not allowed to promote drugs whether it’s prescription, illegal, or recreational.

    Since Facebook and only one federal agency (FDA) are treating CBD as a drug, you’re not necessarily “technically” supposed to directly feature CBD products in your ads.

    Recently, Facebook explicitly started allowing some ads for hemp topicals, hemp ingestibles, and topical CBD products in landing pages.

    In short, if your landing page features ingestible CBD products, Facebook will ban the ad, but, you may be able to get ads approved if it’s only a topical CBD cream.

    Furthermore, your ad is not necessarily allowed to specifically feature your CBD products (even though we see Facebook ads doing so).

    If this is your first CBD ad, it’s best to go all the way out on a limb and go above and beyond on compliance.

    Once you start getting the hang of it and Facebook starts approving more and more ads, you can start to stretch a bit beyond like other CBD ads are doing.

    Regardless if you’re following Facebook’s advertising policy to the letter, there’s no ultimate guarantee your ad will get approved.

    Persistence is only one of the ingredients to consistently getting a CBD ad approved on Facebook.

    How To Advertise CBD On Facebook 2021 – Critical Info To Start

    If this is your first time trying to get a CBD ad approved on Facebook, you might bump into some issues going at it alone.

    There are a handful of basic compliance strategies to be aware of as you’re putting together your ad creatives for Facebook.

    To start, you’re not allowed to use “THC” in any of your marketing creatives — not even if you’re mentioning your products are compliant with federal law containing less than 0.3% THC.

    The Facebook algorithm can be a bit squirrely and if you’re using certain words, the auto functioning bot crawlers will pick up on this language and consider it a facilitation of drugs.

    In short, full compliance is your best bet in getting the ball rolling with Facebook CBD ads.

    1. Don’t use the words “CBD” or “hemp” in your ad, landing page, or entire website
    2. Use related terms for hemp and CBD, such as natural, plant, healthy, etc.
    3. Don’t have CBD in your website, URL, or brand name — possibly not even hemp.
    4. Have a separate website with no links to CBD or hemp.
    5. Make sure your website is fully compliant: cookie notice, privacy policy, term & conditions, etc.
    6. If your account is brand new, that might be an issue – Facebook takes factors in your account age when determining ad approval.
    7. Have a relevant and functional landing page clearly representing your company, brand, and products.
    8. Don’t direct people to an unexpected landing page creating either confusion or a bad experience
    9. Make sure your landing page has an optimal amount of quality content that’s easy to access
    10. Your landing page should direct to your website, not other affiliate link pages
    11. Don’t have excessive pop-ups or ads (recommend disabling all pop-ups on landing page)
    12. Appeal a rejected ad to talk to a live person or try re submitting your ad
    13. Audit your website and landing page to make sure there’s nothing malicious
    14. Avoid getting too many disapprovals because your account can get flagged and disabled
    15. Don’t target specific personal attributes in your ad
    16. Avoid using the word you and other
    17. Avoid shocking imagery
    18. Don’t make false claims
    19. Don’t make medical claims
    20. Make it easy for users to navigate away from the landing page
    21. Don’t make it difficult for users to leave or close your landing page

    After reading this short incomplete list of tips, you may be confused (and a little irritated) when you see other CBD companies NOT following these tips or other Facebook compliance requirements.

    The hard and unfair potential truth is when you see the larger CBD companies using some of these no no words, is that they’re giving Facebook a large chunk of money every month.

    Compliance can be relaxed if the budget is large enough, however, with lots of CBD start ups with lower budgets, it’s wise to begin with full compliance.

    While every CBD company might have unique challenges to overcome in getting a CBD ad approved by Facebook, taking care of a few basics can drastically increase your chances of getting a CBD ad approved on Facebook.

    Examples Of CBD Ads Approved By Facebook

    Every day, we’re bombarded with CBD ads on Facebook that are actually using the word “CBD” in both the text, image creative, landing page, and product pages.

    In order to understand how other CBD brands are able to make this happen, there are two basic methods to explore getting CBD ads approved on Facebook.

    The two basic methods for potentially getting CBD ads approved on Facebook are either hiring an experienced CBD advertising agency to help get ads approved or you can reverse engineer the ads other CBD companies are successfully getting approved..

    Below, you can see a few examples of CBD ads approved by Facebook.

    Cost To Advertise CBD?

    Even though Facebook and other social media platforms tend to be much more challenging to get ads approved, there are other CBD advertising strategies you can employ that might be more effective, simpler, and potentially more cost effective in the long run.

    Most national CBD ad campaigns require a minimum of $20,000 per month, with a 60-90 day commitment — just to get started.

    If you’re going to build your brand and you want it to be successful for the long term, having a $100 a month (or day) budget might not be enough to make a dent against the increasing level of competition in the CBD space.

    For your CBD brand to exist long into the future, there are numerous advertising and marketing strategies (besides Facebook ads) you might need to consider — which we’ll take a quick look at towards the end of the article.

    Cost to advertise CBD on Facebook?

    Facebook advertising costs vary based on clicks, impressions, competition, and more.

    Not only do you need to pay Facebook to run the ad, there are other costs to consider.

    Other costs associated with Facebook ads are the actual ad creative, the landing page, eCommerce functionality, and more.

    Different ad agencies charge depending on what you need versus what you can accomplish in-house.

    For as low as $2,000 or up to $10,000 and more, you can potentially hire a CBD ad agency to take care of the entire sales funnel.

    One major challenge to be aware of is due to the increasing saturation within the CBD space, more CBD ad agencies are turning down prospects for various reasons.

    A few reasons why a CBD ad agency might turn you down is because the budget is too low and they won’t be able to help you cut through the noise of all the other CBD companies running ads.

    Another reason, your CBD brand is too “generic” and there’s not enough of a unique aspect distinguishing it from all the competition.

    Finally, a CBD ad agency might turn you down, even if you have a $10,000 per month budget, due to you putting all of your marketing budgets into only one ad basket.

    Even if you have a large budget, there are other factors to consider before going all in to compete with all the other brands looking to break into the market.

    What’s The Average Return On Advertising Spend (ROAS) For Facebook CBD Ads?

    Your ROAS is the amount of money you get back after you’ve spent it on your ad campaign.

    In general, anything less than a 3:1 ROAS is grounds for reviewing what you’re doing.

    However, with the level of saturation within the CBD space, while you’re building your brand, it might be ok to accept a lower ROAS until you’ve found your sub-niche with the CBD industry.

    1. Verify your metrics are accurate
    2. Lowering ad cost
    3. Review negative keywords
    4. Optimizing landing page
    5. Discover different keywords to target
    6. Automated bidding

    Due to the steadily increasing competition in the CBD space, there’s not going to be a one size fits all solution.

    If you’re able to produce results with an in-house ad team, you can save money.

    When in-house solutions become too complex, time-consuming, or you’re just not able to convert clicks into sales — it might be time to consider hiring a CBD ad agency.

    Are There Other Advertising Methods To Replace Facebook Ads?

    Even though Facebook appears to be a giant ad powerhouse, the truth is there are countless other CBD advertising methods you can take advantage of to advertise any and all of your CBD products.

    As long as your products and ads are in full compliance with the law, you can advertise CBD through several traditional channels.

    Below, we’ll point to a handful of advertising options CBD brands are using.

    Marketing requires creativity, due to CBD existing in a bit of a grey area, this is more reason to flex your creative muscle to discover other legitimate advertising methods.

    How Do I Advertise CBD — Without Facebook?

    There are numerous methods successful CBD companies are employing to drive traffic and conversions.

    You either need time or money to do what’s required to invest in creating a CBD brand that’s successful long-term.

    1. Programmatic advertising DSP
    2. Social Media – Organic & Paid
    3. Search Engine Optimization (SEO)
    4. Content Marketing (publish at least 1-2 blog articles per week)
    5. Email Marketing
    6. Offline Print
    7. Guest Posting
    8. Influencer Marketing
    9. Community Building
    10. Linked In
    11. Alignable
    12. Craig’s List

    Successful companies typically utilize a combination of several CBD marketing and advertising methods.

    No CBD advertising agency will recommend you put all your eggs in one basket.

    Are Blog Articles & SEO Better Than Paid CBD Ads?

    SEO isn’t necessarily better than Pay-Per-Click (PPC) ads, it’s slower and a more long-term strategy that won’t produce instant PPC-like results, but will generate long-term results.

    Ads only get traffic if you’re paying, while SEO gets traffic as long as the article is published — and properly optimized — on your website.

    Paid CBD ads are only active based on the budget you set.

    While SEO doesn’t produce instant results like ads, publishing content is an investment into a long-term strategy yielding potentially lasting results.

    • A website with all the technical components working making it load fast
    • Relevant information based on your niche and sub niche
    • Authoritative information citing expert information
    • Consistent publication frequency with at least one or two posts per week
    • Competitor search analysis to make sure your creating content that’s worthy of outranking the competition

    To help manage your expectation with SEO strategy, once identifying keywords with high traffic and low competition, Google can take up to eight-month or more to rank on the Search Engine Results Page (SERP).

    Some publications can start getting traffic in much less time, the truth is, only Google has accurate information — thus rendering “all” SEO tools ineffective due to complete inaccurate reporting.

    Why Don’t CBD Advertising Companies Just Run CBD Ads For Affiliates At Cost To Get Their Own Commissions From Conversions?

    • How does an advertising company prove they will bring in sales?
    • If CBD advertising companies ran ads that made their client a ton of money, why don’t ad companies just run ads at cost and make money for themselves through affiliate commission?
    • Isn’t that how you prove your CBD ad company can get the job done?

    The quick answer is, not necessarily because the percentage commission from affiliate sales isn’t necessarily as big as the profit margins the owner of the CBD company will yield.

    Since there’s more to it than simply running ads everywhere, advertising companies are available with the expert knowledge of how to actually get the compliant ads approved.

    It takes more than one campaign running for a grand total of one month to build brand awareness resulting in massive sales.

    Each CBD company is targeting different audiences, with some overlap, seeking to be the best.

    While the reality is the CBD space is an increasingly saturated market, it takes more than CBD ad companies having the ability to put your brand in front of lots of people.

    Your brand has to not only stand out from the competition but also target certain audience segments that haven’t been oversaturated yet.

    CBD is in a constant state of change and requires constant fine-tuning to maintain ongoing success.

    Why Are There Companies That Can Activate Ads On Facebook Using The Word CBD And Hemp?

    Most of the larger CBD companies are spending a significant amount of marketing dollars to have their ads regularly display, not only on Facebook, but just about everywhere they’re legally able to advertise CBD products.

    Some hemp and CBD ads can be approved for much less budget, but you have to be real creative, fully compliant, and persistent with manual reviews.

    While using the word hemp in your URL might be ok for some CBD companies, make sure your website’s URL doesn’t use the word CBD.

    Other companies who are blatantly using the word CBD in their ad text, creatives, and landing pages might have a much more complex strategy and/or have hired a CBD ad company that knows the secret recipe for getting a CBD ad approved.

    Is There Some Magic Number I Have To Spend To Guarantee My CBD Ads Get Approved?

    For Facebook to relax on CBD ads policy, the magic budget ad spend may require at least $10,000 per month, plus a certain account age, plus potential numerous other factors.

    If you’re considering a national CBD ad campaign, in general, and across several ad platforms, you need to have a budget of at least $20,000 per month — with a commitment of at least 60-90 days.

    Some CBD advertising companies can get your ads approved by Facebook for as low as $2,000 per month — but only for specific products with a limited reach that requires hyper-local targeting to generate success.

    Even if you’re abiding by the rules Facebook outlines, there may be unknown reasons behind the scenes in Facebook rejecting your ads — such as a shadow ban or general account burn.

    Although you may have a $10,000 a month advertising budget, if that’s your entire marketing budget, you may want to consider putting your budget in multiple baskets due to Facebook’s seemingly random behavior towards CBD.

    Will Facebook Give Me Clear Explanations To Getting CBD Ads Approved?

    Facebook is a giant company and if you eventually get someone on the phone to discuss CBD ads, you might not get a clean-cut answer that you can rely on consistently.

    Each Facebook representative you speak with may give you different answers.

    If you’re fully compliant and you’re doing all the right things with a proper consistent budget, Facebook might take the risk and allow you to advertise your CBD products.

    You’re not necessarily allowed to use the word CBD if it’s an ingestible product, even though some Facebook ads allow it — in certain contexts.

    Facebook might allow you to use the word CBD in your Facebook ad if you’re not advertising an ingestible CBD product.

    Furthermore, if the button or link you have on your ad goes to a landing page that’s advertising ingestible CBD products, you’ll most likely have that ad rejected.

    Your landing page and the entire website need to at minimum be fully compliant with Facebook policy.

    Even though Facebook can be unpredictable, there are several other CBD advertising options where you can invest your marketing dollars and time into that can be more reliable than Facebook ads.

    Can You Mention The Word “Hemp” In Any Other Context In Facebook Ads — Hemp Paper, Hempcrete, Hemp Milk, Etc?

    The general rule is you’re allowed to use the word hemp, even if it’s an ingestible product.

    If your landing page and the entire website doesn’t have the word CBD in it, your ad should be approved by Facebook without any issue.

    Should your Facebook ad not get approved, there’s a manual review process you can take advantage of to have an actual human decide whether or not your hemp-only ad is compliant with policy.

    With a fully compliant ad funnel, your ad should get approved by Facebook without any issues.

    How to Advertise CBD on Facebook and Instagram

    Okay, it’s official – CBD-infused goods are more than a novelty item these days. If you’re looking for it, you can find CBD in just about everything: shampoos, moisturizers, chocolate, coffee, olive oil, vapes, and even pet treats. And with the national grocery store brand Kroger set to sell CBD products in over 1000 stores, it isn’t a millennial cliché anymore. So why is it so difficult to advertise CBD on Facebook, Instagram, and other social media platforms?

    A budding industry

    A 2019 study revealed that while 40 percent of people in their 20s have used CBD, so have 15 percent of people aged 60 and older. That’s pretty impressive when you realize 64 million Americans have tried CBD. With a forecast estimated to reach $20 billion by 2024 (over 700% growth), it’s no wonder entrepreneurs want a piece of that pie.

    What’s the most popular way to sell CBD? You guessed it – online. Internet sales are thought to be the leading CBD sales channel, with 60% of the market . However, many CBD business owners have voiced their frustrations and concerns when it comes to trying to advertise CBD on Facebook and Instagram. In this article, we’ll talk about the growth of the CBD industry, the legality of CBD, and how CBD entrepreneurs can promote their product.

    The healing compound

    CBD or cannabidiol is one of 113 compounds identified in the cannabis plant, and the most valuable. Although CBD is also synthetically produced, it is uncertain whether it works better on its own or with other cannabis compounds. However, one thing is undeniable, and that is its positive effects on both humans and pets.

    Unlike THC, CBD isn’t psychoactive (meaning it can’t get you high). Many people describe CBD as the “good” cannabinoid for its potential to treat a wide range of symptoms and illnesses. Proponents of CBD have noted its effectiveness in treating epilepsy, chronic pain, inflammation, PTSD, anxiety, depression, arthritis, psychosis, and even chronic additions. Academic research centers, such as the Center for Medicinal Cannabis Research and the University of California San Diego, are taking a closer look at CBD for its potential anti-cancer properties.

    CBD market potential

    The full potential of the CBD industry is far-reaching, which explains its surge in market popularity. Not fully convinced? Just take a look at the following statistics.

    • Over 14% of Americans actively use CBD products. (Gallup)
    • 75% of CBD brands are founded or managed by women. (Green Entrepreneur)
    • The CBD market size is soaring at 34.7% CAGR. (Market Watch)
    • The demand for skilled workers in the cannabis industry rose by 76%. (CNBC)
    • 40% of Americans are interested in trying CBD. (PRNewswire)
    • A cannabis worker earns more than an average American. (Fortune)
    • In the US, the availability of CBD increased by 80% in 2018. (Direct Selling News)

    Facebook: Treating CBD like the contraband it isn’t

    As you can see, we’ve come a long way from total cannabis prohibition, or so it seems. As more states move toward marijuana decriminalization and regulation, legal CBD business owners continue to grapple with strict advertising policies.

    Facebook and Instagram (which is owned by Facebook) are some of the most active adversaries of the measure. Business owners who have attempted to advertise on the 1.5 billion daily active member platform, have found that Facebook still treats CBD like the contraband it isn’t.

    Those who even mention anything in their ad-related to CBD will find their advertisement rejected, their account shut down, and their profile potentially banned from the platform for not adhering to Facebook’s terms and conditions. The tricky part is that Facebook’s policies and ad creation classes do not specifically mention CBD oil. Marijuana – yes. Alcohol – yes. Other things like that. But CBD oil is not THC. So why is it treated that way?

    But why?

    Some would argue that native advertising is the future of display advertising. Although display advertising has its place, some marketers are choosing the newer form. Both ad types are similar, except for one key difference and advantage. Native ads are designed to flow with content as though the publisher intentionally placed them there. If it were not for a distinctive clue as to what makes them an ad, they would go undetected as being one. Clues such as the words “sponsored content” are what give away their identity.

    How can an ad that doesn’t look like an ad be effective? The truth is, native ads get clicked on 58% more often than traditional display ads do. The reason they have become so popular among marketers and audiences is that they don’t appear to be ads. Ad blindness is a term to describe what site viewers experience after constant exposure to advertisements online. They become accustomed to being advertised to. A viewer goes into autopilot and ignores most ads as they browse a site.

    CBD advertising can benefit from blending in with content related to health topics or general knowledge about the effects of consumption. The idea is to capture an already engaged audience while they are on a site. Programmatic advertising relies on contextual reasoning to place ads on relevant websites. By this logic, it makes sense for a CBD brand to be within content related to CBD topics.

    Navigating CBD regulations

    Overall, the 2018 Farm Bill was considered a “win” for proponents of cannabis, but it doesn’t mean that CBD businesses are in the clear. While the bill makes it easier for hemp cultivators to grow and offer CBD products, the stance on CBD infused food isn’t quite as clear.

    Some would argue that native advertising is the future of display advertising. Although display advertising has its place, some marketers are choosing the newer form. Both ad types are similar, except for one key difference and advantage. Native ads are designed to flow with content as though the publisher intentionally placed them there. If it were not for a distinctive clue as to what makes them an ad, they would go undetected as being one. Clues such as the words “sponsored content” are what give away their identity.

    How can an ad that doesn’t look like an ad be effective? The truth is, native ads get clicked on 58% more often than traditional display ads do. The reason they have become so popular among marketers and audiences is that they don’t appear to be ads. Ad blindness is a term to describe what site viewers experience after constant exposure to advertisements online. They become accustomed to being advertised to. A viewer goes into autopilot and ignores most ads as they browse a site.

    CBD advertising can benefit from blending in with content related to health topics or general knowledge about the effects of consumption. The idea is to capture an already engaged audience while they are on a site. Programmatic advertising relies on contextual reasoning to place ads on relevant websites. By this logic, it makes sense for a CBD brand to be within content related to CBD topics.

    FDA does not permit the sale of CBD-infused food

    The FDA addresses the issue of the regulation of cannabis and CBD in the Q&A portion of their site. Updated as recently as September 30, 2019, the FDA states that while they recognize the potential of cannabis-derived compounds and are committed to improving the efficiency of regulatory pathways for the lawful marketing of appropriate products, that it is NOT currently legal to sell food, drinks, or dietary supplements in which CBD (and THC) is added.

    The FDA does, however, permit the sale of hulled hemp seed, hemp seed protein powder, and hemp seed oil in human food and deems them as safe.

    Then why do companies still sell CBD-infused food?

    The most interesting statement we found on this page is question number 14, which asks, “Will FDA take action against cannabis or cannabis-related products that violate the FD&C Act?” Here’s what they had to say.

    The FDA has sent warning letters in the past to companies illegally selling CBD products that claimed to prevent, diagnose, treat, or cure serious diseases, such as cancer. Some of these products were in further violation of the FD&C Act because they were marketed as dietary supplements or because they involved the addition of CBD to food.

    When a product violates the FD&C Act, FDA considers many factors in deciding whether or not to initiate an enforcement action. Those factors include, among other things, agency resources and the threat to public health. FDA also may consult with its federal and state partners in making decisions about whether to initiate a federal enforcement action.

    The conclusion? CBD added to food, drinks, supplements, and other products regulated by the FDA are illegal. Are they going to do anything about it? Probably not.

    “I think people think (CBD) is high on the priority list right now. It is not.”
    Rusty Payne – DEA Spokesperson

    Staying on the right side of the law

    While the waters surrounding the legality of CBD remain murky, it’s probably a good idea to stay on the right side of things while the government hashes everything out (pun intended).

    • Keep the benefits of your product general and avoid making any serious medical claims. If you want to make a medically-backed statement, cite sources found in the U.S. National Library of Medicine and National Institutes of Health.
    • Pay attention to your local laws. The Farm Bill requires all states to submit a hemp regulation plan for approval. Not all have done so yet.
    • Build trust with your consumers with transparency. Have your products tested for contaminants and other resources that speak to your CBD’s quality. Get lab-results showing the CBD percentages from specific batches, and share them with others. This will put you in the best position possible when CBD does become fully legalized.
    • Avoid shipping to states where cannabis is still criminal/illegal, such as Idaho, South Dakota, and Nebraska.
    • And always, always pay your taxes.

    Facebook will now allow “some” CBD ads

    As we previously explained, Facebook has banned its advertising for CBD and ingestible hemp even though these products were not explicitly highlighted in their advertising policies. The move ensued a lawsuit filed by CBD brands suggesting fraudulent ad practices. So can you now advertise CBD on Facebook?

    Facebook has since relaxed its “outright ban” on CBD products, but not to much avail to CBD entrepreneurs. To stay compliant with current FDA and DEA laws – however lax they might be at the moment – CBD advertisers are only permitted to run topical hemp CBD ads on Facebook.

    CBD businesses have to be mindful of their landing pages, as well. While your ad can direct to pages that feature topical CBD and ingestible hemp, your Facebook ad cannot feature these products. Facebook CBD policy is also prohibiting ads for ingestible CBD. This includes ads directing to landing pages that feature those products.

    Facebook CBD policy change comes on the brisk of rapid CBD growth in the US. A spokesperson for Facebook has stated, “Our policy remains the same: We don’t allow people to promote CBD or ingestible hemp CBD ads on Facebook.”

    Of course, this change in policy doesn’t just mean they will automatically approve new ads that meet these guidelines so you can advertise CBD on Facebook. Facebook is notorious for making mistakes, while flagging ads and ads must still abide by the platform’s other community standards.

    How to get around Facebook’s CBD Ad Policy

    While Facebook’s stance on ingestible hemp CBD ads is quite clear, CBD entrepreneurs will be glad to discover that it is possible to promote CBD products without getting placed in the dreaded Facebook jail. (This is also helpful for CBD Google Advertising . ) Here’s the workaround to advertise CBD on Facebook:

    1. Do not include the term CBD in your domain name.
    2. Create a new Facebook account. Don’t mention CBD or cannabidiol anywhere on the page.
    3. Remove any CBD-related keywords from your website.
    4. Find a creative way to explain your CBD product to your consumers. CBD images are okay.
    5. Create a Facebook ad that doesn’t mention CBD in the ad copy OR image. Focus on the benefits of your product.
    6. Target audiences with an interest in “hemp oil.”
    7. Launch your compliant CBD campaign!

    Can you advertise CBD on Instagram?

    You can try to advertise your CBD ads on Instagram, but you’ll likely have your ads disapproved; or worse, you can get your account banned or shut down. This isn’t surprising, seeing as Facebook owns Instagram.

    Unfortunately, ridiculously strict advertising policies don’t offer much hope for entrepreneurs under Instagram paid advertisement. However, there are plenty of other ways to take advantage of the billion-user platform without actually “advertising.”

    Here are some quick and easy steps you can take to promote your brand and successfully advertise CBD on Instagram.

    1. Engage with your local community by reposting relevant local content. This helps build your reputation and makes your brand feel more approachable and community-based.
    2. Use hashtags, add location tags, and other IG local marketing tools to boost awareness of your CBD product.
    3. Establish trust by showing how you and your followers personally use CBD in everyday life, and what makes your brand unique.
    4. Create a local lifestyle, and expand your reach by featuring local city/town landmarks into your content.
    5. Get involved with popular hashtags in your local area. The more people who are following that hashtag locally, the more visibility you get. Avoid generic hashtags (#cbd #dispensary) and try geo-modified versions (#CBD[cityname/state])
    6. Be social! People love brands that care enough to interact with them. Show your followers how much you appreciate them, and thank them for sharing and tagging your content.

    Other CBD marketing ideas

    Once you’ve set up a successful marketing campaign to advertise CBD on Facebook and advertise CBD on Instagram, try some of these other CBD marketing options .

    Attract CBD leads with search engine optimization

    Paid advertising on social media isn’t the only way to market your CBD content. Using your website to your advantage is one of the best ways to promote a brand. Here you have total control over your advertising space.

    In fact, one of the best ways to introduce people to your brand is by offering up relevant information. CBD is still new to a lot of people, and they are curious. Research the different ways that people look for CBD products, the questions they are asking about CBD, what niche your product is in, and which demographics are most interested in your product. This will help you develop an SEO strategy that really works.

    Once you have a strategy nailed down, create content that helps answer consumer questions, raises awareness about CBD, and shows how your brand can help.

    Try marketing with CBD affiliates

    Introducing people to your brand doesn’t just happen at your webpage and storefront. You can also create leads through CBD listings on Amazon and other sites that target products for resale.

    Affiliate marketing is similar to influencer marketing but on a much larger scale. The key difference is that instead of paying someone else to promote your content, you are creating a hub that anyone can join. By providing your affiliate marketers with a unique URL, they can promote your product all over the Internet. When someone uses their link to buy your products, your affiliate marketer then earns a cut before taxes and shipping costs.

    Pay an influencer to talk about your CBD product

    There is a reason why influencers have earned the title “influencers” – and it’s because people do like the content they have to offer. With a large following, it is possible to introduce your product to those who haven’t been exposed to it yet.

    Before you go out and hire the first person you find with 30,000+ followers, it’s important to do your research. Some influencers have a specific demographic and market that would pair well with your brand. This is also much cheaper than hiring a national celebrity. The fan audiences for micro-influencers are much more specific, and you might receive a higher conversion than if you jumped into a larger, general-interest audience.

    Don’t forget your current customers.

    It’s easy to place your focus on gaining new attention for your CBD brand, but you don’t want to forget the people who already buy from you and show their support. Always keep an updated customer email list and contact them when you have new products and great sales. Write blogs and post videos on how to best use your products without trying to sell. Give incentives for referrals and show your consumers that you appreciate them and their continued business.

    Work with a CBD advertising agency

    A CBD advertising agency is one of the best marketing tools to keep in your back pocket. Keeping up with the current regulations and handling product fulfillment is hard enough as it is. Partnering with a CBD advertising agency could be the difference between struggling with CBD online advertising, and conquering CBD marketing to the fullest.

    Your brand is important, and so is business growth. A CBD advertising agency helps you navigate the world of CBD marketing online. A reputable agency can assist you with best practices and can help your brand get visibility where you need it the most. The right kind of visibility means more conversions, which means more sales, and potentially lifelong customers for your business!

    What will the future of CBD advertising look like?

    The pressure for social media platforms like Facebook and Instagram to expand their CBD advertising policies is increasing. As our laws continue to move toward the inclusion of CBD products, advertising policies will likely change too.

    As for the rest of 2019, CBD growth remains to be seen. Even where CBD currently stands, it is dominating the economy with its current revenues. The Farm Bill has certainly set the stage for a bright and promising future.

    The CBD market is rapidly growing. The bulk of this growth is due to large retailers like Kroger, Walgreens, and CVS entering the market and providing mainstream availability to consumers.

    Brightfield Group, a leading consumer and market intelligence firm for legal cannabis and CBD industries, has observed these shifts in the market. According to a 2019 report : Hemp-derived CBD is quickly rising in popularity among health, wellness, and anti-pharma trends.

    • The CBD market as a whole is on track to reach $23.7 billion in 2023 (and much higher by other estimates).
    • The number of people using CBD is expected to increase to 10% by 2025, exceeding 25 million people nationwide.
    • Although CBD has only entered mass retail chains this year, it may encourage a shift in other channels, earning up to 57% of CBD sales in the next year.
    • While tinctures still dominate the market with 25% percent of sales, they are losing steam as mainstream products begin to surge.
    • CBD topicals, skincare and beauty products are considered the safest under current regulations and have gained particular traction as mass retailers have signed contracts to feature these products first.
    • Natural food and smoke CBD revenues continue to thrive with increased use and market saturation. Dispensaries and recreational shops alike have seen an increase in CBD consumer traffic.
    • 1% of CBD companies have reached the top tier – meaning they are sold in more than 1000 stores or earned sales of $40+ million. 92.9% of CBD businesses earned less than a million or feature in 0-100 stores.

    Conclusion

    To sum up, we can say that everything from the current to projected CBD statistics paint an attractive picture of the industry. The industry is advancing at such a rapid rate, it’s difficult to pin down the increase in revenue and full potential. This is why newer reports seem to be ever-increasing in their depiction of the market, which bodes well for current and interested CBD entrepreneurs.

    Interestingly enough, the industry is dominated by women on both sides of the counter and continues to offer new vacancies for skilled workers, many of which did not exist before this new market. The progress made in CBD is beyond comparison, and the studies backing up the benefits of CBD are proving to be very real and expanding.

    While business owners still struggle with changing regulations surrounding the industry, the future looks good for CBD. Representatives from the FDA and DEA have voiced their understanding of the potential of CBD, and their interest in focusing on more pressing matters. It appears that advocates of CBD on both sides of the counter will have to remain patient, as medical professionals work to pinpoint just what CBD has to offer. The good news is, we will get there.

    In the meantime, keep these tips in mind to successfully advertise CBD on Facebook, Instagram, and other related platforms:

    • Stay up to date on evolving CBD laws.
    • Don’t mention CBD in your Facebook or Instagram ads and landing pages.
    • Look for other creative ways to bring attention to your CBD brand.
    • Partner with a CBD advertising agency.

    LiftIntent understands that it can be a challenge to advertise CBD on Facebook and Instagram. Our CBD advertising is achievable without running paid ads on either site.

    If you’re interested in our programmatic CBD marketing and CBD advertising services, contact us to get our CBD media kit, CBD case study , and to go over your campaign goals.