The cannabis industry moves fast. One month, a strain like Zkittlez is the talk of the town, and the next, everyone is chasing after RS11 or Blueberry Cruffin. But why do certain strains catch fire seemingly overnight while others stay on dispensary menus without much buzz? The answer lies at the intersection of hype cycles, influencer effects, and cultural relevance.
The Role of Hype Cycles
Like sneakers or limited-edition streetwear, cannabis strains often follow hype cycles. A breeder might release a new cross that generates whispers within cultivation circles, but once supply becomes scarce and demand grows, consumers rush to try it before it’s gone. Scarcity fuels desire. Brands intentionally keep drops limited, creating the perception of exclusivity.
The “fear of missing out” (FOMO) pushes consumers to buy quickly, and once social chatter grows, the cycle feeds itself. Eventually, the strain either becomes a long-term staple, like OG Kush, or fades into the background as the next big name emerges.
Influencer and Celebrity Endorsements
In today’s market, influencers can launch a strain into stardom. Whether it’s a rap artist dropping a collab with a breeder, or a cannabis lifestyle creator showcasing their favorite flower on Instagram, these endorsements carry weight. Consumers often view influencers as trusted voices who curate what’s worth trying.
When a celebrity puts their name behind a strain, such as Berner’s Cookies brand or Seth Rogen’s Houseplant, the marketing goes far beyond traditional advertising. Fans want a piece of that lifestyle, and the strain becomes a cultural moment. This effect isn’t limited to global stars; local budtenders and micro-influencers also play a role. If enough tastemakers praise a new hybrid on social channels, curious buyers follow.
Cultural Relevance and Timing
Strains also ride cultural waves. Sometimes, the name itself connects with what’s trending. A strain with a playful or nostalgic name can resonate with consumers beyond just its terpene profile. For instance, candy-inspired strains like Runtz and Skittles became popular in part because of their fun branding and cultural associations.
Timing matters too. During the pandemic, calming and sleep-promoting strains like Do-Si-Dos surged in popularity. Today, energetic and creative hybrids are trending as wellness, productivity, and lifestyle-driven cannabis use gains traction. Strains that align with broader cultural conversations often find quick success.
Word of Mouth and Community Feedback
Consumer reviews, both online and in-person, amplify the cycle. Once enough people try a strain and confirm its flavor or potency lives up to the hype, word spreads fast. Platforms like Leafly and Weedmaps serve as public scoreboards, while local dispensary staff act as frontline marketers by recommending what’s hot.
Conversely, if feedback doesn’t match the buzz, the hype fizzles quickly. A strain that’s all marketing with little substance rarely has staying power. Quality still dictates longevity.
A Perfect Storm of Popularity
When these factors—scarcity, influencer amplification, cultural connection, and positive reviews—align, a strain can become a sensation overnight. What begins as a limited drop at a West Coast dispensary can, within months, appear on menus across multiple states, carried by demand alone.
Still, cannabis is a consumer-driven industry at its core. While hype cycles make strains trend quickly, only those with consistent effects, unique terpene profiles, and genuine consumer love remain relevant after the buzz fades.
Read more on what sets top-tier strains apart from the rest here.