EXCLUSIVE: How X Is Shaping The Future Of Cannabis

X, formerly Twitter, is the first mainstream technology platform to allow cannabis advertising. The social platform has made several policy adjustments this year to help allow the industry to grow. Trulieve Cannabis Corp TCNNF is taking advantage of the opportunity.

What To Know: Wednesday at the Benzinga Cannabis Capital Conference in Chicago, Illinois, Alexa Alianiello, U.S. sales and partnerships at X, explained how the company's rebrand is allowing it to transcend its legacy identity and accelerate a new vision. 

"As Elon [Musk] says, you can talk to Earth on X," Alianello said. 

So far in 2023, there have been about 20 million posts about cannabis from more than 4 million authors. X is the number one platform for recreational cannabis consumers, she said. 

One of the companies taking the lead in digital marketing on X is Trulieve, Alianiello said before bringing Iram Cesani, Trulieve's director of digital marketing, on stage. 

See Also: EXCLUSIVE: 'Twitter Has Your Back,' Exec Tells Benzinga's Cannabis Capital Conference As Weed Advertising Finds A Home On Social Media

Trulieve is leveraging X to create new channels of communication and has seen massive success on the platform, Cesani told the packed crowd. 

X has helped Trulieve build a direct-to-consumer funnel package product, leverage its marketable subscribers on the platform and define its messaging.

"We're now able to deliver timely, accurate product ads based on past browsing behavior and past purchase behavior," Cesani said.

Trulieve has also been able to build its brand presence on the platform through storytelling, bringing brand partners on the platform and sharing video. 

The Trulieve digital marketing director said the company was able to gain almost 40,000 followers and make 100 million impressions across four state markets "in a matter of months."

"It's been nothing but a success," Cesani said. 

Alianiello noted that X is an absolute game changer for brands and hinted at even more policy changes coming this week.

"So stay tuned, it's coming soon," she said.

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