The Secret To Going Viral In The Cannabis Space: How One Creator Is Shaping Social Media With Influencer Marketing (UPDATED)

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Editor’s note: this article was updated to correct an error in a quote and to reflect the current relationship of the interviewee with Canna Cribs. The company name 454 Bags was also corrected. Grow World, under the visionary leadership of Canna Cribs creator Nick Morin, is at the forefront of transforming the cannabis industry by pioneering a unique platform that bridges the gap between cannabis brands and the burgeoning influencer marketing scene. By forging strategic partnerships and leveraging the latest in influencer marketing techniques, Grow World seeks to redefine how cannabis brands engage with their audience. In a recent exclusive interview with Benzinga Cannabis, Morin shared insights into Grow World's approach and shed light on the transformative power of cannabis influencer marketing. Pioneering Partnerships And Innovative Packs At the core of Grow World's strategy lies the concept of collaborative partnerships. Morin explains, "We sell ad credits with influencers and channel the traffic back to trial campaigns on behalf of the ancillary vendors in our online community offering samples." This unique model facilitates a symbiotic relationship between businesses and influencers, wherein both parties benefit from increased exposure and engagement. Leveling Up: Cannabis Influencer Marketing Morin elaborates on Grow World's offerings, highlighting their specialized packs tailored for advertising with leading cannabis influencers. "We provide advertising credits with main cannabis influencers," he says. This targeted approach allows businesses to tap into the expansive reach of influencers, leveraging their credibility and rapport with the audience to amplify brand messaging. The Ecosystem Of Grow World At its core, Grow World introduces a novel model that binds influencers (termed "ambassadors") with ancillary equipment vendors for mutually beneficial exposure, particularly highlighted in campaigns like the Instagram reel on First Smoke of the Day for the 454 Bags tote liners. Morin explains the process: "This ad campaign...is to drive traffic to the trial application inside of our B2B community," thereby aiming to boost brand visibility and product trials. The platform’s financial model is unique in that a portion of the marketing commission fees can be converted into ad credits. "So if you owe us $1,000, you now have 0.25 a quarter credit to spend on our roster of influencers," Morin says, illustrating how clients can reinvest in advertising within Grow World’s influencer network. This approach not only cultivates a dynamic promotional ecosystem but also underscores Grow World's broader strategy of being "distribution agnostic," focusing on content creation, community building, and driving sales through partner networks. The Vanguard of Cannabis Marketing The innovative strategies employed by Grow World underscore the evolution of cannabis marketing into a sophisticated realm. Morin emphasizes the significance of staying ahead of the curve. "Our work is a testament to how content is created and delivered, offering a competitive edge for SMEs looking to scale their business." Indeed, Grow World's approach heralds a new era of strategic marketing in the cannabis industry. Navigating Entrepreneurial Waters Beyond Grow World, Morin's entrepreneurial journey is emblematic of perseverance and vision. As the founder of Canna Cribs, a platform dedicated to showcasing innovative cannabis cultivation facilities, Morin has carved a niche for himself in the industry. Reflecting on his journey, Morin remarks, "Canna Cribs was aimed at providing an insider's look into the world of cannabis cultivation, offering invaluable insights for enthusiasts and professionals alike." His latest endeavor takes him to Colombia, where he is set to launch an upcoming show. This new venture promises to provide a captivating glimpse into the burgeoning cannabis scene in Colombia, a country renowned for its rich cannabis heritage and emerging industry. With his trademark blend of insight and storytelling, Morin aims to shed light on the unique challenges and opportunities facing cannabis entrepreneurs in Colombia, while also exploring the cultural significance of cannabis in the region. "Colombia's cannabis landscape is ripe with untold stories and untapped potential. Our upcoming show will not only showcase the beauty of this country but also delve into the complexities of its evolving cannabis industry,” Morin shared. “We're excited to share this journey with viewers and shed light on the unique perspectives and experiences of Colombian cannabis entrepreneurs." Photo: AI-Generated Image.