X Elevates 'Largely Underserved Public Conversation' On Cannabis, Supports Industry Growth, Engagement

X, formerly known as Twitter, became the first major social media platform to allow cannabis advertising in 2023. At the recent Benzinga Cannabis Capital Conference, Alexa Alianiello, X's lead for cannabis sales and partnerships, discussed the impact of this policy shift and the lessons learned since its implementation.

"We started pretty conservatively, saying, okay, brand preference and informational content is allowed across any category," Alianiello said. She explained that the approach was to introduce the policy gradually, allowing room for adjustments based on industry needs. This measured strategy enabled X to maintain compliance while supporting cannabis brands as they seek to engage with users.

Supporting Cannabis Brands and Conversations

Alianiello highlighted that X's primary success lies in creating a safer space for public dialogue about cannabis. “We support these companies in driving business outcomes," she said, noting the importance of connecting with “hundreds of millions of users." The platform not only aids brands in advertising but also encourages broader public conversations about cannabis without the risk of account shutdowns.

Alianiello emphasized that this inclusive approach benefits the entire industry, as information sharing is critical to advancing cannabis acceptance. “With regard to cannabis, which is a largely underserved public conversation, people can come and learn, learn what’s happening in the industry, and connect with it," she noted.

X’s Vision for the Future of Cannabis Marketing

Looking ahead, Alianiello believes that X will play a vital role in shaping digital marketing for cannabis businesses. "We're just this destination for free expression and information sharing," she said. The platform aims to remain a hub for users seeking real-time updates and news about cannabis developments.

Alianiello also expressed hope that X's involvement can inspire more optimism in the cannabis sector. “I hope that people can take away that, you know, someone is working at this platform that supports the industry,” she said.

Closing Thoughts

X's cannabis advertising policy is not only a business move but a step toward normalizing the conversation around cannabis. As Alianiello put it, “It’s our responsibility to hold space for that and be a platform for that free dialog." The company's continued efforts reflect a commitment to supporting the growth of the cannabis industry by facilitating a more open dialogue on its platform.

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Photo by Wendy Davis.