Consumers are excited about the potential benefits of CBD. Some have already started to use CBD products and are happy with the results, while others have heard a lot of buzz about CBD but haven’t yet tried it themselves.
With all the talk about CBD, though, have come some gaps in knowledge and some misinformation. Because CBD is a chemical compound that you’re asking people to ingest, inhale, or apply to their skin, it’s important that they feel confident in the product’s safety and effectiveness. In our recent survey of over 10,000 respondents, we identified an opportunity for CBD brands to empower consumers through educational marketing.
Education is the key to turning CBD acceptors into CBD users. Let’s walk through common knowledge gaps, including what you can do to educate consumers and make them feel confident in your product.
The CBD Extraction Process
Most consumers are confused about the CBD extraction process. Twenty-four percent of those who already use CBD products are unaware that CBD can be extracted from both hemp and cannabis plants, and 45% of acceptors who haven’t yet tried CBD share the same confusion.
Some consumers have negative associations with cannabis and marijuana. If they think your products come from marijuana and don’t know that CBD products on the market come from hemp (and that there’s a difference between hemp and cannabis), they might be hesitant to give your product a try.
Smart branded content can help you educate consumers about the differences between the two plants and how the extraction process works. Consider writing an informational article or creating an eye-catching infographic to educate readers.
Types of CBD
Most CBD users and acceptors are clueless about the differences among CBD isolate, full-spectrum CBD, and broad-spectrum CBD. Three out of four acceptors we spoke to didn’t even know there were different types of CBD on the market.
As CBD brands know, different types of CBD have different benefits, and so educating consumers about which type makes the most sense for their needs is important. A video featuring one of your founders or experts that elucidates the differences among types, their extraction processes, and their potential benefits can help build trust with consumers and provide valuable education.
Forms of CBD
CBD products include more than just oils. From gummies and chocolates to beverages and skincare products, there are many forms of CBD delivery out there on the market. But our survey showed that most people were unfamiliar with forms of CBD beyond oils and edibles.
Educating consumers about the wide array of products available to them can help you gain more attention for your business. A branded quiz that helps users and acceptors determine what kind of CBD product is best for them is a creative way to introduce consumers to their various options.
Potential Health Benefits
There are a wide variety of potential health benefits that come with taking CBD. However, users are often under-informed about those benefits. According to our survey, nearly half of all users are unaware CBD can help with anxiety and sleep, and more than half are unaware of the pain relief benefits that CBD can bring.
Marketing the health benefits that come with CBD use can be tricky because the federal government will not allow brands to make specific health claims. This is where branded content featuring testimonials from users can be of help. While you can’t make specific health claims about your products, showing your happy customers who have experienced positive results after using your products can help build trust with consumers.
CBD has taken off over the past few years, but consumer knowledge about the products hasn’t quite kept pace. That’s why it’s critical that today’s CBD brands do the work of educating the public.
When consumers understand what the product is, where it comes from, and what it can do for them, they’ll feel more confident giving CBD a try themselves. Branded content is a great way to educate users and acceptors about the specifics of CBD, and it’s a way to get your name out there beyond the bounds of your website.
Navigating the world of CBD-specific branded content can be tricky, though. With federal requirements about what you can and cannot say in your advertising, it helps to have an expert on your side.
That’s where we come in. We know the ins and outs of CBD marketing and are keeping pace with the rapidly changing rules and standards. If you’d like to learn more about how we can help, contact us today.
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