Inside Africa’s Growing Cannabis Influencer Scene

By Katherine Pretorius

Scroll through Instagram or TikTok these days, and you’ll find them rolling joints with precision, breaking down cannabinoid science, or casually talking policy between skincare tutorials. The cannabis influencer is a new generation of online voices shaping how cannabis is seen, shared, and smoked.

From content creators and health advocates to growers and lifestyle brands, African cannabis influencers are taking root. And they’re not just hyping products—they’re reframing an entire conversation around a plant still fighting stigma, red tape, and legal grey areas.

So, what’s behind this rise? And what makes these influencers uniquely African? Let’s take a closer look.

From Stigma to Screens: Changing the Narrative

Cannabis has carried a complicated legacy for a long time in Africa. While the plant has deep traditional roots in many communities, it’s also been criminalised for decades, often linked with moral judgment and misinformation.

Today’s influencers are flipping that script—one reel at a time. Through education, humour, storytelling, and stylish content, they’re normalising cannabis use, sharing harm reduction tips, and giving visibility to the people behind the plant.

It’s not about glorifying weed. It’s about humanising it.

What Makes an African Cannabis Influencer?

In a region where cannabis law differs from one border to the next, African influencers operate with a blend of boldness and caution. Here’s what sets them apart:

1. Cultural awareness: They often weave local language, music, slang, and social commentary into their content.
2. Legal sensitivity: Many use coded language or visual hints to talk about cannabis while staying within platform rules (and the law).
3. Community-first mindset: Advocacy is a big theme—supporting local growers, challenging arrest rates, or educating youth on safe use.
4. Afro-cannabis aesthetic: Think vibrant styling, afro-futurist designs, indigenous healing themes, and proudly African branding.

Not Just Bong Rips and Blunt Talk

Forget the lazy stoner stereotype. Today’s cannabis influencers come in all shapes and niches:

1. Educators are breaking down cannabinoids, terpenes, and strains.
2. Farmers and growers showing off their setups and skills
3. Entrepreneurs launching cannabis skincare, teas, and wellness products.
4. Lifestyle creators blending cannabis with fashion, art, and music.
5. Activists are pushing for legalisation, decriminalisation, and economic inclusion.

They’re using their platforms to raise awareness, open minds, and, in many cases, open markets.

Signs of a Credible Cannabis Influencer

1. They promote responsible use.
2. They’re transparent about sponsorships.
3. They speak to African realities, not imported ideals.
4. They offer value: education, entertainment, or community.
5. They don’t glorify overuse or reckless behaviour.
6. A good cannabis influencer informs and inspires.

Brand Partnerships & Business Boom

As the cannabis market grows, brands—especially those in wellness, apparel, and lifestyle—are looking to influencers to connect with their audiences. In South Africa, where cannabis is legal for private use, we see a wave of local partnerships: CBD brands, headshops, rolling paper companies, event planners, and even cannabis-friendly lodges tapping into influencer reach.

But here’s the catch:

Because cannabis is still federally illegal to sell commercially in many places, partnerships have to be clever. That means:

1. Focusing on CBD, hemp, or lifestyle products
2. Highlighting education and wellness angles
3. Avoiding direct THC product marketing (especially on platforms like Instagram or Meta, which flag or ban cannabis content)

Still, the potential is clear—these influencers are the face of a growing African cannabis economy.

The Challenges They Face

While their popularity is rising, cannabis influencers on the continent still deal with:

1. Content bans and shadowbanning on social media
2. Misinformation backlash or online trolling
3. Legal uncertainty, even when posting from private settings
4. Limited monetisation options due to platform rules or brand hesitancy
5. Social stigma, especially for women, LGBTQ+ creators, or individuals from conservative communities.

It’s not easy. But those who are in it for the long haul are finding creative ways to thrive—and paving the way for others.

The rise of cannabis influencers marks a cultural shift. These creators are educators, entertainers, and advocates rolled into one. They’re helping cannabis shed its shame and find its space—not just on our timelines but in our everyday conversations.

As more countries review cannabis policy and more people explore its benefits, African influencers will play a crucial role in shaping how the plant is understood across the continent.

So next time you see a slick reel explaining the entourage effect or a chill sesh under baobab trees, don’t scroll past—follow the vibe. The green wave is local, and it’s just getting started.