Marketing CBD products comes with unique challenges. While the CBD industry keeps growing, advertising your CBD brand on major platforms isn’t as simple as other businesses.
Facebook, Google, and Instagram have strict rules that make traditional paid advertising nearly impossible for most CBD companies.
Developing an effective CBD marketing strategy requires creativity and strategic thinking. You can still build a successful CBD business without relying on paid ads.
Smart CBD brands focus on organic growth methods that create lasting relationships with customers.
These approaches take more creativity, but they often deliver better long-term results than quick paid campaigns.
The Reality of Marketing CBD on Major Platforms
Getting your CBD ads approved on Facebook and Google has become extremely difficult, even with recent policy updates. Let’s break down what you’re actually dealing with:
Facebook/Meta Ads Requirements
Facebook now allows CBD advertising, but only if you jump through several hoops.
You need LegitScript certification, written permission from Meta, and your ads can only run in the United States.
Plus, you can’t target anyone under 18 or make health claims about your products.
The certification process alone can take weeks or months. Many CBD business owners find the requirements so strict that organic marketing becomes a more practical choice.
Google Ads Limited Opening
Google Ads started allowing some CBD ads in 2023, but the restrictions are tight.
You can only advertise topical CBD products (no edibles, supplements, or inhalants) in California, Colorado, and Puerto Rico.
Like Facebook, you need an expensive LegitScript certification for Google Ads, which costs thousands per year.
Most CBD companies still can’t advertise CBD products on Google because their products don’t fit these narrow categories.
Why This Matters: These Google Ads and Facebook Ads restrictions mean that even if you meet all requirements, your advertising options remain limited. That’s why building organic marketing strategies becomes essential for CBD success.
10 Ways to Promote CBD Without Google Ads and Facebook Ads
1. Create a Customer Referral Program
Starting with referral programs makes perfect sense for CBD businesses.
Your existing customers become your best marketers, and referral programs can boost every other strategy we’ll discuss below.
Think about it: people trust recommendations from friends more than any advertisement. When someone shares your CBD products with their network, it carries real weight.
Plus, referral programs give you measurable results and help build a community around your CBD brand.
Setting up your referral program:
- Choose your incentive structure – Offer rewards that matter to your customers, like 20% off their next order or $10 credit for each successful referral
- Pick a referral platform – Tools like Viral Loops make setup simple with templates designed for CBD businesses. Try its free trial today.
- Create shareable content – Give customers easy ways to share, from social media posts to email templates
- Track and optimize – Monitor which rewards work best and adjust based on actual results
The beauty of referral programs lies in how they connect with everything else you’ll do.
When you run Instagram campaigns, referrals amplify your reach.
Facebook group discussions become more valuable when members can share rewards with friends.
Even your email marketing gets stronger when subscribers have reasons to forward your content.
Integration opportunities:
- Add referral links to giveaway entries
- Include referral offers in community discussions
- Feature customer success stories in your content marketing
- Use referral data to identify your most valuable customers
2. Run a Facebook Giveaway
Facebook giveaways let you reach your target audience organically, even when paid ads aren’t an option.
You can post about CBD products directly, mention specific items like gummies or tinctures, and engage with your followers freely.
The catch? You can’t boost these posts or run paid promotions.
But organic reach still works if you do it right. Your existing followers see your posts, and when they engage, their friends might see the activity too.
This creates natural amplification without spending money on ads.
Your giveaway strategy should include:
- Prize selection: Choose products that showcase your range—starter packs work well because they let winners try multiple items
- Entry requirements: Ask for follows, comments, and tags to maximize organic reach
- Facebook Messenger integration: Use Messenger for entry confirmation and follow-up messages with non-winners
- Community building: Turn participants into ongoing followers by providing value beyond the giveaway
The messenger component adds a personal touch that email can’t match.
People check their messages regularly, and you can send educational content, exclusive offers, or just check in with potential customers.
This builds relationships that last long after the giveaway ends.
Remember to connect your giveaway to your referral program.
Participants who don’t win can still get rewards by referring friends to your CBD small business. This keeps the momentum going and helps grow your customer base continuously.
3. Get Discovered with SEO
Search engine optimization gives CBD brands a way to reach customers actively searching for products.
When someone searches “best CBD for sleep” or “how to use CBD oil,” you want your content appearing in those results.
Search engine optimization takes time to work, but it creates lasting value.
Unlike paid ads that stop working when you stop paying, good SEO keeps bringing visitors to your CBD website for months or years.
On-page Optimization Basics
Your website needs to load quickly and work well on phones since most people search on mobile devices.
Write product descriptions that naturally include terms people actually search for, but keep them readable and helpful.
Content that Ranks Well
Educational content performs better than sales pages in search results.
Write about topics your customers care about—how to choose the right CBD strength, what to expect from different products, or how to incorporate CBD into daily routines.
Technical Improvements that Matter:
- Optimize images with descriptive names and alt text
- Use clear, descriptive page titles
- Create internal links between related content
- Ensure your site works properly on all devices
Building Authority through Backlinks
Other websites linking to yours signal trust to search engines.
Focus on getting mentioned by health and wellness blogs, local news sites, or industry publications. Guest posting on relevant websites helps build these connections naturally.
The key is creating content so valuable that other sites want to reference it.
In-depth guides, research summaries, or unique insights about the CBD industry work well for earning natural links.
4. Optimize for Local SEO and Google My Business
Local search optimization helps CBD businesses connect with nearby customers who prefer shopping in person or want to support local companies.
Even if you sell primarily through your online store, local SEO can drive significant traffic and sales.
Google My Business gives you a free way to appear in local search results and Google Maps.
When people are actively searching for “CBD company near me” or “CBD products in [city name],” a well-optimized business profile can put you right at the top of their results.
Essential Google My Business Setup:
- Complete your profile fully – Add your business hours, contact information, website, and high-quality visuals of your products and location
- Choose the right categories – Select “Health and wellness” or “Vitamin/supplement shop” rather than anything cannabis-related
- Collect and respond to reviews – Encourage satisfied customers to leave reviews and always respond professionally
- Post regular updates – Share new products, educational content, or special offers through Google posts
Local SEO Beyond Google My Business
- Get listed in local business directories
- Partner with other local wellness businesses for cross-promotion
- Create content about CBD topics specific to your area
- Build relationships with local bloggers and news outlets
Local citations (mentions of your business name, address, and phone number) help Google understand your location and legitimacy.
Make sure this information stays consistent across all platforms where you’re listed.
5. Utilize the Power of Content Marketing
Content marketing lets you educate potential customers while building trust and authority in the CBD space.
Instead of pitching products directly, you provide valuable information that helps people make informed decisions.
This approach works especially well for CBD because many consumers are still learning about these products.
They have questions about dosage, effects, CBD legality, and safety. When you answer these questions thoroughly, you become a trusted resource.
Content Types that Work for CBD Brands
- Educational blog posts: Cover topics like “CBD vs. THC: What’s the difference?” or “How to read CBD lab reports”
- Product guides: Help customers choose between tinctures, gummies, topicals, and other formats
- Dosage calculators: Create interactive tools that suggest starting doses based on body weight and desired effects
- Customer stories: Share real experiences (with permission) about how CBD has helped people
Content Distribution Strategy
Creating great content is only half the battle. You need to get it in front of people who will find it useful.
Share articles in relevant Facebook groups, Reddit communities, and wellness forums. Email your subscriber list when you publish something valuable.
Repurpose your content across different formats. Turn a comprehensive blog post into a series of social media posts, a podcast episode, or an infographic.
This maximizes the value of your research and writing time.
Measuring Content Success
Track which topics generate the most engagement, shares, and conversions. Use this data to guide future content creation.
If articles about sleep and CBD perform well, create more educational content around that theme.
6. Leverage Instagram as a Marketing Channel
Instagram’s visual nature makes it perfect for showcasing CBD products and building brand personality.
While you can’t run paid ads for most CBD products, organic Instagram marketing can drive significant engagement and sales.
The platform allows you to show your products in action, share customer experiences, and build a community around your brand.
Instagram’s shopping features also let people discover and purchase your products without leaving the app, reaching a wider audience than traditional methods.
Instagram Content Strategies
- Product photography: Show your CBD products in appealing settings – think lifestyle shots rather than clinical product photos
- Educational carousels: Create swipeable posts that explain therapeutic benefits, usage tips, or industry news
- Behind-the-scenes content: Share your extraction process, quality testing, or marketing team to build transparency and trust
- User-generated content: Encourage customers to share their experiences and repost their content (with permission)
Instagram Stories and Reels Opportunities
Stories let you share more casual, timely content that doesn’t need to fit your main feed aesthetic. Use them for quick tips, product highlights, or glimpses into your daily operations.
Reels can help you reach new audiences through Instagram’s discovery features. Create short educational videos about CBD topics or show creative ways to use your products.
Building Genuine Engagement
Focus on meaningful interactions rather than just follower count.
Respond to comments thoughtfully, engage with your community’s content, and create posts that encourage discussion.
Connect your Instagram efforts to your referral program by highlighting customers who’ve shared your products with friends. This creates social proof while encouraging more referrals.
7. Create a Community
Building a community around your CBD brand creates long-term customer relationships that go beyond individual transactions.
Communities provide ongoing value to members while keeping your brand top-of-mind for future purchases.
Social media platforms like Facebook groups work particularly well for CBD businesses because they allow detailed discussions about products, effects, and experiences.
Reddit communities offer access to people actively seeking CBD information and advice.
Community Building Approaches
- Start your own Facebook group focused on CBD education rather than just your products
- Join existing wellness and CBD communities where you can contribute valuable insights
- Host virtual events like Q&A sessions with CBD experts or product education webinars
- Create email newsletter communities that feel more like conversations than marketing messages
Providing Value in Communities
Share industry news, research updates, and educational content regularly.
Answer questions thoroughly and honestly, even when the answer might not lead to immediate sales. This builds trust and positions you as a reliable resource.
Community Management Best Practices
Every platform has different rules about promotion and advertising. Read community guidelines carefully and focus on being helpful rather than promotional.
Building genuine relationships takes time, but creates more valuable connections than aggressive marketing.
When appropriate, mention how community members can benefit from your referral program or participate in upcoming giveaways.
This connects your community-building efforts with your other marketing strategies.
8. Build Email Marketing Campaigns
Email marketing gives you direct access to people who’ve already shown interest in your CBD brand.
Unlike social media platforms that control who sees your content, email lets you communicate directly with your audience.
CBD businesses can use email marketing to educate customers, announce new products, share exclusive offers, and build lasting relationships.
Since you own your email list, you’re not dependent on platform policy changes or algorithm updates.
Email List Building Strategies
- Offer CBD guides or dosage charts as lead magnets
- Create newsletter signup incentives like exclusive discounts
- Use exit-intent popups on your website to capture leaving visitors
- Include signup opportunities in your referral program rewards
Email Campaign Types that Work
- Welcome series: Educate new subscribers about CBD and introduce your product range
- Educational newsletters: Share research updates, usage tips, and industry news
- Product announcements: Let subscribers know about new items before the general public
- Abandoned cart recovery: Follow up with people who started but didn’t complete purchases
Personalization and Segmentation
Group your email subscribers based on their interests, purchase history, or engagement level. Send different content to first-time buyers versus long-term customers.
People interested in sleep products might want different information than those focused on pain management.
Automation Opportunities
Set up automated email sequences that trigger based on subscriber behavior.
When someone downloads your CBD guide, they can automatically receive related educational content over the following weeks.
9. Partner with Influencers
Influencer marketing helps CBD brands reach new audiences through trusted voices in the wellness space.
Rather than paying for traditional ads, you’re investing in authentic recommendations from people who already have your target audience’s attention.
Microinfluencers (those with smaller, engaged followings) often work better for CBD brands than major celebrities.
Their audiences tend to be more engaged and trusting of product recommendations.
@bigliamofficial Cbd oil helps with anxiey stress sleep and much more #cbdoil #cbd #stronglifecbdoil #anxiety ♬ original sound – 🃏 BIG LIAM OFFICIAL 🃏
Finding the Right Influencers
Look for wellness advocates, fitness enthusiasts, and lifestyle bloggers who already discuss natural health solutions.
Their audience should align with your target market, and their content should feel authentic rather than overly promotional.
Partnership Structures that Work
- Product exchanges for honest reviews and social media posts
- Affiliate partnerships where influencers earn commissions on sales
- Long-term brand ambassador relationships with ongoing collaboration
- Event partnerships for product demonstrations or educational sessions
Compliance Considerations
Make sure influencer marketing partners understand CBD advertising restrictions and disclosure requirements.
They need to clearly mark sponsored content and avoid making health claims about your products.
Measuring Influencer Success
Track which partnerships drive actual sales, not just likes and comments. Use unique discount codes or tracking links to measure real business impact from each collaboration.
Consider connecting influencer marketing partnerships with your referral program.
Influencers can earn rewards for bringing in customers who then refer others, creating ongoing value from successful partnerships.
10. Run Native Ads
Native advertising offers CBD brands a way to reach broader audiences through content that fits naturally within established publications.
Unlike traditional banner ads, native ads appear as recommended articles or sponsored content alongside editorial content.
Several native ad networks accept CBD advertising when major platforms don’t.
These placements can drive significant traffic to your website while maintaining compliance with advertising restrictions.
Native Ad Networks for CBD
- Taboola: Reaches nearly 600 million daily active users across over 22,000 premium websites worldwide, offering sophisticated targeting options though with some CBD restrictions
- Revcontent: Allows CBD advertising with real-time statistics and campaign adjustments, requiring a minimum daily budget of $100 and delivering 250 billion content recommendations monthly
- Mantis: Specializes specifically in cannabis and CBD advertising with access to over 500 cannabis-related websites, offering display, native, and video ad formats
Content Approach for Native Ads
Educational content performs much better than direct product promotion in native formats.
Create articles about CBD benefits, usage guides, or industry insights that provide real value to readers.
Creative Optimization
Your headlines and images determine whether people click on native placements. Test multiple versions to find combinations that generate the highest engagement rates.
Budget and Testing Strategy
Start with small budgets while testing performance across different networks. Each platform delivers different results depending on your target audience and content type.
Use tracking parameters to measure which native placements drive actual conversions, not just website visits. Focus your budget on sources that generate real business results.
Conclusion
CBD marketing success comes from building genuine relationships with customers rather than relying on paid advertising shortcuts.
The marketing strategies outlined here work together to create a comprehensive approach that drives sustainable growth.
Start with a referral program to turn happy customers into active promoters. Use organic social media to build community and engagement.
Create valuable content that educates and attracts potential customers. Optimize for search engines to capture people actively looking for CBD products.
Each tactic reinforces the others: your content marketing supports SEO efforts, referrals amplify social media reach, and email marketing nurtures relationships built through community engagement.
Your marketing efforts should focus on providing value while building trust in the competitive CBD market.
The CBD industry continues evolving, creating new opportunities for innovative marketers.
Focus on providing real value to customers, and your business will thrive regardless of advertising platform restrictions.
FAQs
What is CBD marketing?
CBD marketing involves promoting cannabidiol products while navigating advertising restrictions and compliance requirements.
Successful CBD marketing focuses on education, community building, and organic growth strategies.
How can I market my CBD business without paid ads?
Focus on SEO, content marketing, social media engagement, email campaigns, referral programs, and community building.
These organic approaches create lasting customer relationships and sustainable growth.
Can I advertise CBD products on social media?
You can post about CBD products organically on most social platforms, but paid advertising requires special certification and has strict limitations.
Focus on building genuine engagement with your organic content.
Who buys CBD products?
CBD customers typically include health-conscious adults aged 25-65 seeking natural alternatives for wellness, stress management, sleep support, and general health maintenance.