As a refresher, Pioneer Intelligence is a performance analytics platform focused on the marketing activities of licensed US cannabis brands. To measure awareness and consumer engagement, Pioneer analyzes over 275 data points across three main pillars: social media, earned media, and website activity. They then create values for each brand using a 1000-point proprietary scoring system.
For our first California list, we’re focusing on one pillar: engagement by social media–something that was particularly relevant in 2020. As we all retreated into our caves this past year, we spent more time plugging in and logging on. According to We Are Social, the average Internet user now spends six hours and 43 minutes online each day–translating to more than 100 days of your calendar year.
This week’s list reflects each brand’s HEAT scoring, which weights relative change over absolute value (i.e. number of total followers). So these brands are on the rise, trending and gaining traction on the market with consumers across social media. Because the rankings are based on the entirety of 2020, we’re looking at sustained increases in market penetration–not short-term bursts of social media activity created by one product release or viral post.
It’s interesting that an Oregon-based brand tops the list–But Wyld Canna has been rapidly expanding since its inception in 2015. PlugPlay’s success at promoting their vibrantly colored vape pens and proprietary strains has earned the number two position. And it’s no surprise that Select, one of the leading brands in the country, landed in the top three. In the number four spot, NorCal-based Kiva Confections are making good on their reputation for marketing savvy. (Pioneer is currently ranking Kiva as #1 in the country on last week’s heat index.)
Connected Cannabis is the highest ranked pure flower play on the list–no small feat in a state that loves its bud. (While we focused on the social media pillar and not website activity, I always love looking at the beautiful grows and tasty buds they have on their website.) Connected was joined by well-known Cali cultivators, Alien Labs and 3C Farms. Multi-category brands Cresco Cannabis, Stiiizy, and Viola Brands round up the top ten. (Stiiizy and Viola are currently ranking in the top ten on Pioneer’s nationwide heat index, and Viola spent much of 2020 in the limelight.)
Stay tuned for next week’s look at the hottest brands in Nevada!
Pioneer currently has more than 550 brands in their active pool with another 250 brands in their pipeline. Pipeline brands require six months of data before being added to the active pool. Lists of both active and pipeline brands can be found at pioneer.buzz/brands. If you would like to request that your brand be tracked by Pioneer, please email [email protected]
Disclaimer: Pioneer currently has more than 550 brands in their active pool with another 250 brands in their pipeline. Pipeline brands require six months of data before being added to the active pool. Lists of both active and pipeline brands can be found at pioneer.buzz/brands. If you would like to request your brand be tracked by Pioneer, please email [email protected].