High Times: The Rise of Cannabis Creators in the New Economy
The cannabis industry has long been shut out of traditional advertising, but in that silence, a new kind of voice has emerged. These are the creators, the ones shaping cannabis culture and driving the industry forward. And they’re not just executives or regulators – they’re everyday people with a passion for the plant.
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The U.S. cannabis industry is projected to reach a value of $38.5 billion by 2024, and $76.4 billion by 2030. Yet, due to federal laws and platform restrictions, it remains largely barred from traditional advertising. This is where creators come in.
The creator economy has exploded in recent years, with platforms like TikTok and Instagram boasting nearly 2 billion users each. The global influencer market was valued at $24 billion in 2024. And cannabis creators have not only ridden this wave, but they’ve helped shape it.
These creators are not just shifting perceptions of cannabis, they’re also building new audiences, unlocking markets, and forming multilingual communities. From the U.S. to Latin America, these educators, entertainers, and entrepreneurs are redefining the plant and influencing the future of legalization, normalization, and innovation.
In most industries, brands tell the story. But in cannabis, it’s the creators who are leading the way. Despite facing bans and demonetization, they have built community-first economies through podcasts, newsletters, product lines, and consulting businesses. They have created a new lane for themselves, while brands struggle to navigate compliance.
Cannabis creators are educators, law guides, storytellers, and harm-reduction advocates. They use humor to discuss policy, science, and their own experiences. And their platforms often rival the scale and engagement of traditional brands.
Of course, there are still hurdles to overcome. Platforms like TikTok and Instagram ban or flag cannabis content, and YouTube often demonetizes it. But creators have adapted by using coded language, pivoting to different platforms, and focusing on authentic content. And their payoff? Engagement and influence that outperforms polished celebrity ads any day.
This is not just a trend – it’s the future of cannabis marketing. These creators define themselves by their credibility, consistency, and community, rather than flashy ad budgets or celebrity endorsements. As Thomas Araujo (known as Dope As Yola) shared in a recent interview, “My relationship with weed is a friend that never moved out.” With nearly 2 million YouTube subscribers and a partnership with Spotify, he has turned his personal story into a successful business through Push Trees and The Dopest Shop.
Luisfer Alpha, creator of Mexico’s Educannabis, is another example of a cannabis creator who has used his platform to educate and advocate for the plant. These creators are not just influencers, they are building a new kind of influence in the cannabis industry – one that is based on credibility, consistency, and community. And this is the infrastructure of cannabis marketing for the future.