Cannabis And Social Media: A Marketing Guide For Cannabis Businesses

By understanding how you can use different networks effectively in conjunction with other digital strategies - such as SEO and content marketing - you can reach your target audience more efficiently and increase sales for your cannabis business.

In this blog post, we provide you a Marketing Guide for cannabis businesses showing how they should approach social media marketing and which networks are best suited for their industry to maximize visibility online.

Read on to learn how to make the most of these powerful channels!

Understand Your Marketing Strategy Before Posting

Be sure of your motivations before you put up any content. Which demographic are you hoping to reach?

Market research focusing on a specific demographic is essential in developing a successful cannabis business plan. Remember that when you're creating content.

Think about the subsets of your audience who would appreciate reading your posts. Although it's a good idea to mix up the tone and style of your social media posts, it's even more important to focus on drawing in the kind of customers you want to see more of, whether they shop online or in person.

Why Do Cannabis Businesses Get Banned On Social Media?

Social media has become an increasingly important factor in businesses of all kinds.

Cannabis businesses have faced a unique challenge in the digital age–where they can be easily visible online but simultaneously be faced with an immediate ban from popular social media networks.

This situation arises because cannabis is illegal in many states and yet considered medically beneficial in other U.S. states, making it difficult for popular social networks to discern what uses to promote or censor.

Because cannabis is still classified as a Schedule 1 drug under federal law, businesses that produce, distribute, or even support cannabis are routinely banned from social media for violating the terms of service. It limits their potential customer base, making it difficult for them to foster relationships and grow their business.

Cannabis businesses are therefore left in limbo, unable to leverage the power of these vast platforms to reach out to customers and a larger audience.

They have resorted to private online channels and customer loyalty programs as alternatives, though far from ideal compared to having a nationwide presence enabled by major social media networks such as Facebook, Instagram, and Twitter.

Regaining previous success will be incredibly challenging once your company is blocked or banned. Fortunately, there is a great deal you can do on your behalf to avoid suspensions.

Without meaning to be a downer, here are some traps to avoid when promoting cannabis products on social media:

Don’t Use Hashtags Regarding Marijuana

You should avoid Hashtags referencing cannabis-related terms. Using search terms related to cannabis might get you in trouble fast since many sites see this as an attempt to sell illegal substances to minors.

Avoid Coming Off As Too Pushy With The Sales Pitch

There is a strict prohibition on cannabis companies using paid marketing on social media platforms like Facebook, Instagram, and Twitter because of federal regulations prohibiting the promotion of the sale of banned substances.

Similarly, trying to stimulate sales using dollar signs will have your pages labeled as spam by both automated and human monitors, so try to avoid them.

Don’t Teach People How To Grow Cannabis

Do not instruct people on cultivating cannabis if you are a cannabis retail business operating on social media platforms like Instagram or Facebook.

Besides using these platforms to promote your business, you can also share valuable and informative content with your target audience.

Do Not Post Images Of Cannabis Consumption

Do not show any instances of marijuana use. Unfortunately, having your budtenders light up some hash and pre-rolls, no matter how impressive they may look, will have your site banned for being unsuitable.

Which Is The Best Platform To Use For Retail Cannabis Businesses?

Retail cannabis businesses face unique challenges when choosing the best platform. The most crucial factor is selecting one that will allow you to manage your customer effectively and product data securely and process payments securely and efficiently.

Additionally, the platform needs the flexibility to make changes as your business needs evolve quickly. When considering which platform is best for your retail cannabis business, be sure to take these two factors into account.

With the right platform, running a successful retail cannabis business will become far less daunting and more enjoyable.

TikTok, Instagram, Twitter, LinkedIn, and Facebook are the best platforms to use for retail cannabis businesses.

TikTok is known to be one of the fastest-growing social media platforms; with over 800 million users worldwide, it's no surprise that TikTok is beneficial in content creation and interaction with potential customers.

Moreover, you can use some specific hashtags to promote your business directly. Hence, create a page related to your cannabis business and keep your content center aligned with your target audiences and your experience as a cannabis user and retailer.

Instagram can also benefit retail cannabis businesses with its ability to create aesthetically pleasing posts and stories that can increase engagement rates. It is the best option for cannabis retailers to promote their businesses on social media.

Also, a well-established Instagram page will help you to navigate your followers to your website or eCommerce page.

Twitter is one of the most lenient social media platforms for marketing cannabis-related businesses. You, as a cannabis retailer, can freely post everything on Twitter, from information about cannabis legalization to your new products to personal branding stories.

Using Twitter can prove beneficial when trying to establish a customer base by sharing quick updates or news regarding the business.

LinkedIn is generally regarded as a professional platform, and you can use it for sending promotions or presenting industry insight directly from the brand itself.

Lastly, Facebook may not always garner the same level of engagement for cannabis businesses.

 

However, it still provides an effective way to reach international audiences while allowing relatively easy integration of ad campaigns.

Reduce The Possibility Of Being Blocked On Social Media

You should take some precautions to gain a more extensive fan base without getting blocked or shadowbanned. Include some visible indicators to show that you are committed to complying with Instagram's guidelines for cannabis-related pages.

It includes stating explicitly that you are not selling anything or are currently in the process of doing so. Also, please include the warning that viewers must be 21 or older to enter the site. That will let the watchers know you are responsible and following the rules.

Here are some things you can consider to reduce your chances of getting banned and how you can engage your audience.

Always Stay Up to Date With The Latest Standards And Rules

Due to the ever-evolving nature of the laws governing the use of social media, it is crucial to stay abreast of any new developments in this area. To be successful in business, you must stay informed of any regulatory changes that may affect your field.

If you notice that similar posts are getting banned from other companies, you should rethink your strategy and remove any posts that could be interpreted as illegal or inappropriate.

Consider Hiring Consultants

At other times, more is needed to rely on your content creation and implementation. The most foolproof way to enter the rapidly growing cannabis market is to hire outside social media specialists with experience in the industry.

Finding an agency that handles your digital marketing is possible if you outsource it. Using a marijuana content studio for digital art photography of your business's products and physical locations may also serve a more specific purpose.

Whatever your social media goals may be, there is a professional out there who can help you realize them.

Use Analytical Methods

If you want to know how well your social media page is doing, use the analytics tools provided by your business account. What kind of audience are you hoping to get through to?

Where do you have room to grow or make adjustments?

With the help of social network analysis tools, you can learn a great deal about market segmentation and hone your targeted advertising strategies. Pay attention to this effective tool of online advertising.

Get In Touch With Your Audience

Get in touch with your audience as often as you can. Instagram is not just an image-sharing service but also a social network. It's essential to interact with readers, so pay attention to their comments on your posts.

One way to encourage interaction is to republish content created by users. Knowing your customers is crucial to expanding your customer base and brand.

It's a good idea to seek out competitors in the cannabis retail industry, both in terms of niche and location, and to follow and like their pages to attract new customers.

It is a tried and true method for getting someone to follow you back and become interested in what you offer. Use this opportunity to lure away potential customers from your rivals and into your retail shop.

Instead Of Making Direct Sales, Use Social Media To Generate Leads.

Social media content should be published on something other than to generate quick revenue. Remember that the emphasis is on "social," which implies interaction with others to succeed.

Social networking can be helpful for firms in the cannabis market but not for making sales directly to customers. Instead of sharing material that focuses on your sales and promotions, you should share applicable, helpful content that will attract new customers.

One way to generate leads is to offer exclusive material for contact information from interested parties (also known as "leads").

Free downloadable guides, audits, spreadsheets, seminars, surveys, and other educational materials are top digital lead magnets because they assist the intended audience in resolving an issue or gaining helpful knowledge about your organization.

A person who comes across your social media post about your lead magnet should be able to fill out a form with their email id to you to acquire the lead magnet or sign up for your webinar by clicking a link in the post.

Collecting email addresses and delivering lead magnets to new subscribers may be automated with the help of several email marketing and web-based form solutions.

Useful free stuff is something that many people appreciate. They may also spread the word about freebies that interest them or their contacts.

The Future of Social Media And Cannabis

In a growing digital age, social media and cannabis have become ever more intertwined.

Social media has enabled a larger platform to showcase the wide-reaching benefits of cannabis while providing an avenue to debate its potential risks.

With the steady relaxation of laws surrounding cannabis, many businesses are opting to advertise their products online, allowing them access to new customers who previously could not purchase them.

While improper use should be discouraged, there is much potential for utilizing social media in responsible marketing and educating future generations regarding responsible consumption.

Social media companies can develop safe and enjoyable user experiences that promote easy access and provide users with accurate information about potential effects. The future of cannabis and social media will be heavily affected by each other in ways nobody could have thought of before.

How Do You Promote A Cannabis Business On Social Media?

Promoting a cannabis business on social media can be tricky, but it can be highly effective with the right strategy. A key element of success is selecting the right platform and tailoring your content accordingly.

For example, LinkedIn offers professional networking opportunities, while Instagram harnesses visual elements to craft captivating ads. Additionally, having a well-planned marketing budget is a must.

While organic reach can bring results, campaigns that leverage influencers and pay-per-click can often have better outcomes.

When making content for social media platforms, use custom images instead of stock photos, include links to landing pages that further promote the advertised product or service, and include interactive elements to get people to interact with the post.

Following these steps will help ensure that your cannabis business promotion on social media is flourishing.

Can Cannabis Businesses Advertise On Instagram?

In the age of social media marketing, Instagram is a golden opportunity for cannabis entrepreneurs looking to increase the visibility of their businesses.

It may come as a surprise that cannabis businesses are allowed to advertise on Instagram. However, you should respect restrictions and guidelines to avoid any legal issues.

Although Facebook does not allow advertisements for medical or recreational cannabis, Instagram will enable ads as long as they comply with its advertising policies.

For example, you should exclude content images that suggest drug use or promotions targeting individuals under 21 years old.

Furthermore, as a cannabis entrepreneur, you ensure your posts include accurate labeling of products you plan to ship to comply with state regulations.

While some boundaries have been set on cannabis advertisements through Instagram, it still provides an effective platform for businesses to reach target consumers - something entrepreneurs should undoubtedly take advantage of!

Final Takeaway

With social media, the cannabis industry has a unique opportunity to reach new audiences and build customer relationships.

But it's important to remember that not all platforms are created equal. Different platforms have different strengths and weaknesses, requiring a slightly different approach.

By understanding how social media works and using it effectively, you can give your cannabis business the boost it needs to succeed.

We hope this guide proves helpful for your cannabis business. Are there any other topics you'd like us to cover? Let us know in the comments below!