Navigating the cannabis social media world as a cannabis business owner can be tricky. As states slowly lift cannabis prohibition, federal rules still create challenges, especially for marketing.
Social media is a powerful tool for advertising today. It can be both helpful and harmful for cannabis businesses. You’re constantly at risk of having your content flagged, removed, or, in the worst-case scenario, having your entire page shut down.
Losing your page means starting from scratch, rebuilding your audience, and rebuilding your digital footprint. That’s a major setback for any business, especially in an industry as fast-moving and competitive as cannabis.
With the right approach, you can keep your cannabis social media pages safe from being shut down. This way, you can keep growing your brand. Here are some practical tips to help keep your cannabis marketing efforts safe, compliant, and effective online.
Focus on Education, Not Sales
One of the best ways to market cannabis on social media is to educate your audience. Focus on teaching them instead of just selling products.
Many platforms have strict rules about promoting cannabis sales or use. Instead of direct product pitches, share helpful, educational content.
You can create posts that explain how cannabis works. You can also provide information about different strains. Additionally, you can discuss the benefits of specific cannabinoids like THC and CBD.
By positioning your brand as an expert on cannabis, you connect with your audience. This way, you avoid promoting sales directly. Think of it as adding value rather than making a sales push.
Use High-Quality Photos and Videos
Visual content is important for any social media strategy. For cannabis businesses, it is vital to get it right. Platforms like Facebook and Instagram prioritize video content, and users are more likely to engage with visually appealing posts. However, when creating your photos and videos, it’s important to keep them professional, high-quality, and compliant.
Avoid anything that could appeal to children—no cartoons, flashy graphics, or playful imagery. Instead, focus on content that speaks to an adult audience. Videos that educate, such as tutorials or informational clips, can drive engagement without violating platform policies. High-brow, classy visuals will also help combat the “stoner” stereotype and elevate the perception of your brand.
Be Careful with Hashtags and Keywords
Hashtags can be a double-edged sword in cannabis marketing. While they help expand your reach and connect you with a larger audience, they can also flag your content for review or removal.
Some strain names or common cannabis terms, like “Bubblicious” or “Girl Scout Cookies,” can mislabel your content. This may also expose it to underage audiences. This can quickly lead to someone taking down your post or penalizing your page.
Instead, choose neutral, educational hashtags like #cannabiseducation, #plantmedicine, or #wellnessjourney. Stay away from product pricing, as well—posting prices directly encourages sales, which is a red flag for most platforms. A little mindfulness goes a long way in keeping your content live and your audience engaged.
Maintain a Professional Tone
Just like any other business, how you present your brand online is important. The cannabis industry is trying to change old stereotypes. Your social media should show this effort.
Keep your language professional, avoid slang terms like “weed” or “ganja,” and instead use “cannabis.” Professionalism extends to your captions, responses to comments, and the overall tone of your page.
Additionally, steer clear of curse words or casual, offhand language that might undermine the credibility of your brand. Think of how you’d represent your business if it were a traditional health or wellness company—your cannabis business deserves the same level of respect and professionalism.
Stay Persistent and Adapt
Dealing with social media restrictions can be frustrating, but don’t let it stop you. Cannabis policies are changing every day. Social media platforms are slowly updating their rules to match these legal changes. It’s important to stay persistent, try new strategies, and adapt to the platform’s rules.
If you encounter challenges like removed posts or rejected ads, take it as a learning experience. Review the guidelines carefully, adjust your content strategy, and keep pushing forward. Progress may seem slow, but each post, follower, and like brings you closer to a strong social media presence for your cannabis business.
Keep Your Cannabis Marketing Safe and Effective
Marketing cannabis on social media is a delicate balance of creativity and compliance. It can be frustrating to deal with many restrictions. However, these tips can help you keep your cannabis pages active. They will also help you reach your target audience.
Focus on education, create high-quality content, choose hashtags wisely, maintain professionalism, and, most importantly, don’t give up. The cannabis industry is growing, and with persistence, your brand can grow right along with it.
