The rules of online visibility have changed. For decades, digital commerce strategy rested on a relatively stable bargain: brands optimized for ranking and bids, Google surfaced links and ads and consumers clicked through to evaluate options. That model is being rewritten with a new gatekeeper standing between brands and customers. Artificial intelligence has become an intermediary in search that increasingly answers questions, frames comparisons and influences decisions before users ever reach a brand's site.
Consumers are using social media platforms like Instagram to search for new products and services. Forbes research found that 24% of people primarily use social media to search online (versus traditional methods like Google search). Furthermore, 44% of Gen Z actively discover new brands on social media every day. Your ideal customers are likely already searching for businesses like yours on Instagram. Show up where they are to give your small business the best chance to be discovered.
For cannabis dispensaries and brands, visibility is everything. In a crowded market where thousands of businesses compete for attention, many owners turn to traditional PR agencies hoping to secure headlines, boost their reputation, and drive traffic. What they don't realize until it's too late is that much of the PR industry is designed to bleed budgets dry while delivering little more than vanity press mentions and fleeting hype.
