Despite restrictions on cannabis content on social media, Layne Schmerin has managed to create several viral cannabis-focused websites, utilizing creative, alternative approaches to building an organic audience.
“Those here for the money, that’s an easy question, they will never connect with their audience, their customers, or their followers. They will always have issues connecting. They may still find success but that’s not us and that’s not what I wake up driven for,” he voices.
Jonathan Lepow, his business partner and brother, agrees. “Being able to connect and actually be members of the cannabis community allowed us to connect with the customers and partners of the cannabis brands we work with,” he says. “We were able to ‘MacGyver’ the best we could. We started first with building our audience with great content and a network,” he adds. “Then [we had to] find creative, fun ways to communicate products and services in a way that is organic, fun, educational, or whatever most makes sense. Comedy has always been the backbone.”Much of what Layne knows about becoming popular and being resourceful, he learned from working in the music industry.
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