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

Twitter became the first social media platform to allow cannabis advertising in March, making history in the process. Alexa Alianiello, head of cannabis partnerships at Twitter, took center stage at Benzinga’s Cannabis Capital Conference Tuesday in Miami Beach, sharing her passion for the industry and its potential.

Alianiello recounted her personal journey with cannabis and the life-changing impact it had for her.

"What I want to speak to is the power of advertising to shift perception, to illuminate the possibilities of this category and to elevate it and bring it forward," she said.

Twitter Welcomes Cannabis Ads: Twitter made meaningful policy changes to enable brands to promote themselves and informational content that drives directly into e-commerce experiences for THC, CBD and ancillary tech products and services.

The inclusive ads policy is the most extensive in the industry, creating a scalable, differentiated and new marketing channel for cannabis, Alianiello told the Benzinga conference. 

She urged Benzinga’s live audience — filled with investors and leaders in the cannabis industry — to think of Twitter as a home for cannabis advertising, highlighting the importance of conversation on the platform.

"We found that the best content on Twitter follows a few different characteristics: it's entertaining, it's informative and it's relevant," Alianiello said. 

Related Link: Elon Musk's Decision To Allow Cannabis Ads On Twitter: It's A New Frontier And Benzinga Is Part Of It

Trulieve, House Of Puff Are Early Adopters: The power of conversation on Twitter has been shown to drive sales.

For instance, Trulieve Cannabis Corp (OTC:TCNNF) and House of Puff successfully leveraged the platform to increase their reach, penetration and sales.

With Twitter's move to allow cannabis advertising, the platform offers a unique opportunity for brands to connect and inspire people in new ways.

As the cannabis industry prepares for April 20 (4/20), the biggest day on Twitter for cannabis-related conversation, Alianiello encourages brands to seize the moment and embrace the possibilities.

"Twitter has your back. We're a part of this community. We're with you on this journey," she said, inviting the audience to join the conversation and tweet the world they want to see into existence.

And they did: see some of the conversation below. 

Tweet it into existence. #BZCannabis

— Alexa Alianiello (@lexa) April 11, 2023

Let’s get federal cannabis legislation passing #BZCannabis

— David Mangone (@MangoneDavid) April 11, 2023

#BZCannabis in Miami and via Twitter around the world

— Roy Bingham (@Roybingham) April 11, 2023

My dream world is @Trulieve being listed on the NYSE #BZcannabis

— Philosofred (@fredbarbosa22) April 11, 2023

Alexa Alianiello, Twitter's head of cannabis partnerships, speaks Tuesday at the Benzinga Cannabis Capital Conference in Miami Beach. Photo by Kelsey Wilkerson.