CBD Industry - How to stand out from your competitors?
The market for CBD products is growing very fast. Its value in 2026 may reach over $16.32 billion. Also in Europe, the offer of CBD products is getting wider. And the more competition the more intensive marketing and advertising activities.
Would you like tobe in the front row with your company and leave the competition behind? Well, in that case, let’s have a closer look at what CBD marketing is all about.
Before you start selling your CBD brand, it's important to understand what challenges stand inyour way. From over-saturation in the market to the strict (but ever-changing) laws of CBD marketing, there is no shortage offactors that need to be overcome as a brand.
CBD advertising regulations
Across the whole EU regulations may vary to some extent. Advertising laws are particularly strict about what brands can and can't say about their CBD products. Therefore, you must ensure that your products contain amaximum of 0.2% THC in the UK and EU. You also need to make sure that any marketing material fully complies with applicable guidelines. Generally, it involves consulting with an attorney who can help you understand the situation and advise on the matter.
Finding the right niche for your CBD brand
Finding the right niche for your CBD brand will help you define your marketing strategy and make your materials as effective as possible. Rather than positioning your products as a “cure-all” for any type of disease, it's best to focus on a specific target and narrow down the niche of what kind of CBD product your consumers looking for.
Is it even legal?
CBD contains minimal amounts of the psychoactive substance THC, which is famous formarijuana, and is authorized, but not everyone knows about it. It is your call then to educate the client about the product you offer.
Limited possibilities of paid advertising are certainly making some marketers bait their own tail. It somehow forces building visibility in organic results, which is not that simple.
High competition on the market
There are many CBD oils at low prices, which have an unproven composition. What’s more, customers are often guided by the price, not the properties of the product.
The key to CBD marketing
Now that we are aware of the challenges that the CBD industry brings with it, let's focus on how to minimize its risk and stand out above the stakes.
1. CBD – Target Audience
A consumer survey by New Frontier Data shows that 56% of Europeans surveyed have heard of CBD (compared to 86% in the US). 16% of EU consumers admit to having used CBD in the past. Among the most popular reasons for using CBD are:
· pain management(40%),
· relaxation (34%),
· stress relief (31%)
· anxiety reduction (26%)
According to the above-mentioned information it should be much easier to choose the right demographic for your product.
2. Brand Website
As a CBD brand,you need a website a search engine optimized website to be anywhere near to the first page in Google results.
Your CBD brand website should contain:
· Information about your brand,
· Products, processes and founders
· Links to social media FAQ page where customerscan be sure that your website and products are legal
· E-commerce site where consumers can buy yourproducts
· A blog where consumers can learn more about CBDrelated
One of the most organic ways to build your brand on the Internet is by paying close attention to “search engine optimization”. Proper selection of keywords, competition analysis and linking are just some of the stages of website positioning that cannot be neglected.
4. Paid Advertising
The Facebook Ads algorithm may reject your ad if the words "CBD" or similar appear in your ad. It is also not possible to advertise CBD products for consumption using Google Ads.
5. Influencer Marketing
Thanks to influencer marketing, you can reach social media users despite the limitations associated with paid advertising. Cooperation with influencers may also allow you to reach the target group, precisely. The more diverse your marketing campaign, the better the chance of attracting your target market.
6. Social Media
Your marketing can't rely solely on influencers. To build up your presence in places like Instagram,Twitter or Facebook, - you have to carefully maintain your own profile.
Your social media presence acts as an advocate for your brand - much like a website, but with an already built-in audience using the platform. Once you have found your target audience on social media, you are in a better position to engage them, answer their questions and build a long lasting relationship.
The CBD market will grow in the following years and tricky regulations may disappear overtime. Brands that will take care of marketing today will have a competitive advantage over companies that delay in taking up marketing activities.
Despite the limited possibilities of paid advertising, companies still have a wide range of tools at their disposal to make CBD marketing extremely effective. Finally, to boost your chance of success at making money from the "Green Gold", perform adequate research before launching a CBD marketing campaign to better understand the limitations and requitements associated with the CBD industry.