Marketing Cannabis Through Social Media: A Descriptive Analysis of X-Posts by Five Prominent Cannabis Companies

Abstract

As cannabis legalization spreads across North America, the marketing strategies employed by cannabis companies warrant critical scrutiny, particularly on digital platforms. This study offers quantitative and qualitative descriptive analyses of 3,755 original posts made in 2022 on the X platform (formerly Twitter) by five prominent North American cannabis companies: Canopy Growth Corporation, Aurora Cannabis Inc., Tilray Brands Inc., The Cronos Group, and Organigram Holdings Inc.

Findings indicate that besides conventional corporate and informational communication, cannabis companies frame their products as solutions for mental health issues, chronic pain, and opioid addiction—using self-sponsored or poorly contextualized research to support their claims. Marketing content also sought to normalize cannabis consumption through links to fitness, sustainability, and wellness culture, drawing heavily on tactics used by the alcohol and tobacco industries. Notably, product announcements emphasized flavored and lifestyle-friendly items such as fruit-flavored vapes and cannabis-infused edibles. Additionally, companies utilized social and cultural theme days and corporate social responsibility (CSR) to build brand identity and indirectly promote consumption.

Despite regulatory restrictions—especially stringent in Canada—many companies appeared to exploit legal ambiguities and weak enforcement mechanisms. The study raises public health concerns about the normalization of cannabis, particularly among youth, and the blurring of lines between factual information and covert promotion. These findings underscore the need for stronger digital marketing regulations, enhanced monitoring, and international cooperation to mitigate public health risks associated with cannabis marketing in online spaces.