Updated: May 16
While I’ve been producing great video content in the Pacific Northwest for the past six years (and much longer than that before moving to Portland), I’ve also founded a Digital Marketing Agency specifically focused on the cannabis industry. The Hood Collective is a full service content creator that produces video, photography, graphic design, web design, and SEO for cannabis companies in legal states around the US.
At PDX Videographer, I handle work across many different categories, including real estate, food and beverage, events, city government, medical, and law. Each industry has it’s own special needs and demands, and so it’s always recommended that you hire a videographer with experience in your specific field. But there’s no area that’s more true than with cannabis.
Here are my top tips for creating video content for the cannabis industry:
Know the rules in your state
Every legal state (except maybe Arizona) has very clear and specific rules regarding cannabis advertising. Most of them require licensed businesses to refrain from making any claims that could be construed as misleading or deceptive. It’s also against the rules in most states to target minors in your ads or marketing content, or to advertise near schools, parks, universities, day cares, or community centers. Most states also have a regulation that prevents promoting overconsumption or driving while intoxicated. Every state is different, so it’s incumbent upon business owners and marketing heads to be fully versed on the regulations that apply to them and remain compliant.
You need special lighting for cannabis grow rooms
One of the biggest challenges for videographers who have never shot weed before is the complicated lighting environments. Outdoor cannabis farms are relatively easy to figure out. Just get there early in the morning or a couple hours before sundown. But indoor grows employ all sorts of different lighting set ups, with harsh color temperatures that render terribly in photographs and video. To compensate, videographers and editors will need to use professional lighting and powerful color correction tools. Even long time video professionals will be shocked the first time they walk into a grow room and realize what they have to contend with.
Educational content is a huge growth area
Cannabis use has traditionally carried with it a heavy stigma, not to mention it being illegal in many states (and is still listed as a Schedule I drug federally). As such, there has been very little research into the therapeutic and medicinal effects of cannabis consumption. Plus, there is a lot of misinformation out there, even within the industry itself. That’s why smart, forward-thinking cannabis brands are investing heavily in educational content. Whether you partner with well-respected cannabis researchers or highlight your own products and services, educating your consumers is a great way to provide value to your potential customers and build trust in your brand.
Use video content to improve your website’s SEO
While there’s the obvious promotional aspect to video content, there’s an additional bonus to investing in videos for your cannabis website. Search engine optimization is an underutilized means of driving traffic to business websites in the cannabis industry. When implementing a comprehensive SEO strategy, incorporating video in an effective and well-thought out manner is one of the best ways to boost your rankings and get more views for your website.
Be consistent in your posting
One video probably isn’t going to move the needle that much. When investing in video, your best bet is to create an ongoing content schedule that allows you to post videos on a regular basis. We recommend once a week. Over time this will build up your reputation, both with consumers and search engines. The key is to tie your video content into your overall marketing strategy, to create a multiplier effect. Videos that correspond to blog posts, product launches, newsletters, and events are not only valuable in and of themselves, but also draw more attention to other aspects of your marketing campaign.
Your best bet for Cannabis Videography
When you decide you need video for your cannabis business, you want to partner with a videographer or video production company that is familiar with your industry. As the founder of a cannabis marketing agency, Decater Collins has the knowledge and expertise to bring your cannabis videos to life in a way that’s both engaging and compliant.
Please reach out to schedule a free consultation.