The CBD industry has seen explosive growth in recent years, especially in the booming wellness sector. U.S. consumers spent an estimated $14.9 billion on CBD products in 2020, with that number projected to increase to $26.4 billion by 2025, according to research from New Frontier Data and Square.

This growth trajectory is particularly impressive given the regulatory disconnects that the industry has to contend with. In the absence of formal governance from the FDA, states have moved ahead with their own patchwork of regulations. These have made it generally legal to sell CBD nationally while simultaneously making it difficult to advertise, especially since major platforms like Facebook, Google and Amazon currently ban the promotion of CBD products.

As a result, CBD brands are getting innovative with their marketing tactics in order to engage new customers and educate consumers about an often misunderstood subset of the cannabis industry.