Cannabis Marketing Case Study

Abstract

The Impact of Macro Photography on Cannabis  Dab Concentrate Sales & Consumer Engagement

In the rapidly evolving cannabis marketplace, visual presentation plays a critical role in influencing consumer behavior—especially in digital environments where purchase decisions are increasingly made based on imagery alone. This case study, conducted by Humboldt Cannabis Photographers in collaboration with a select group of cannabis concentrate brands, aims to investigate the measurable impact of high-quality macro photography on online order volume, consumer engagement, and overall brand awareness.

Focusing specifically on dab concentrates, this study will evaluate how detailed, professional macro images—capturing color, texture, consistency, purity,  of each product—perform in real-world sales environments when integrated into e-commerce platforms, digital dispensary menus, and third-party cannabis marketplaces such as Nabis, Weedmaps and Leafly.
 

Participating brands will provide strains of their dab concentrates for full macro photography by Humboldt Cannabis Photographers. The resulting imagery will replace the brand’s original menu photo on their online sales platforms, enabling a controlled comparison of sales performance before and after the update. Key Performance Indicators (KPIs) such as click-through rate, time spent on product pages, and unit sales will be monitored and compared between the standard and macro-enhanced images over a period of several months.
 

Data will be collected monthly to assess consumer response, purchasing trends, and changes in inventory velocity across product types. To ensure a comprehensive dataset, participating brands are encouraged to submit at least three distinct strains—one Indica, one Sativa, and one Hybrid—although unlimited strain participation is welcome.

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This case study seeks to generate actionable insights for cannabis companies aiming to increase conversions and stand out in a crowded digital landscape. By quantifying the visual advantage of macro concentrate photography, Humboldt Cannabis Photographers hopes to establish a new standard for product presentation in the cannabis industry.