Digital Analysis of BRWNBOX
Breaking down the cannabis brand’s social media strategies, and effect on their audience.
Brwnbox is a cannabis wellness apothecary located in Orange, NJ, that aims to provide ethical holistic healing and practices to customers seeking out pharmaceutical alternatives. They sell a variety of products all featuring hemp or CBD, ranging from flower, tincture, gummies, prerolls, balms and others. While they do not sell THC-infused products right now, it is expected that they will create a new line of products featuring THC once New Jersey rolls out rules for cannabis dispensaries following the November legalization.
Their audience consists of a combination of men and women, mostly ages 18 and up with their highest age demographic being 20–35. Their audience is also in the United States, specifically New Jersey since they are a local brand. Their Instagram page has a total of 6,420k followers, and an engagement rate of 2.96%, according to socialblade.com
@brwnbox employs a fairly simple yet effective social media brand strategy for their content, displaying images of their products and store location, while also using text graphic posts as well to highlight certain topics or explain things to their audience. They also make good use of their Instagram story highlights, where they have three highlights dedicated to and packed with comments and images of customer testimonials and community members with their products. The writing style is very appropriate for social media, feeling like the brand is your good friend letting you know the 411 on what’s happening with the company.
Their audience very positively interacts with their page and content, often praising the products or tagging friends. There is not one harsh comment to be found on their account.
With Brwnbox being a small company, they do not have any influencers representing them. This could be because like mentioned before, they are a small company and do not have the resources at the moment to hire influencers, or it could be that because they are a cannabis wellness brand, it may be very difficult finding influencers that would want to represent the company. Instead, the brand lets the images of their products, as well as photos of happy customers and sometimes their team members represent the brand and the page.
