How To Promote A Cannabis Business On Social Media
- Erin & Jake
- Jun 23
- 5 min read
Promote A Cannabis Business On Social Media: How to Build and Maintain a Strong Cannabis Brand Presence on Social Media Without Getting Banned: Expert Strategies for Facebook, Instagram, and TikTok
The cannabis industry continues to expand rapidly, yet cannabis brands remain subject to some of the most restrictive digital advertising rules across social media. Facebook, Instagram, and TikTok have all enforced strict community guidelines regarding cannabis content, creating an uphill battle for brands trying to grow their online presence.
Despite these limitations, it is entirely possible to cultivate a successful, engaging, and compliant cannabis brand identity on social media. In this article, we’ll break down how cannabis businesses can navigate the unique challenges of Facebook, Instagram, and TikTok without being shadowbanned, blocked, or banned.
With the right strategies, you can not only stay online but thrive and promote a cannabis business on social media.
Why Cannabis Brands Are at Risk on Social Media
All three platforms—Meta (Facebook & Instagram) and TikTok—categorize cannabis under "drugs and drug-related products," which are typically prohibited from paid promotion and restricted even in organic content. Even if cannabis is legal in your state or country, social media companies operate under federal and global guidelines that often conflict with local legalization.
Because of this:
Paid ads promoting cannabis products are usually disapproved.
Accounts may be restricted or deleted without warning.
Content can be removed if it appears to promote sales, consumption, or violates terms.
That said, smart cannabis marketers are consistently growing strong followings and customer bases. Let’s explore how.
1. Know the Platform Guidelines (And Stay Updated)
The first step is to carefully review and stay up to date on each platform’s Community Guidelines:
Each platform has slightly different wording, but the general rule is this: you cannot promote the sale or use of cannabis products, even if legal in your state.
Avoid content that:
Features consumption (smoking, dabbing, eating, etc.)
Promotes discounts, deals, or sales
Includes "Shop Now" language or pricing
Shows underage individuals or anything that appeals to minors
Contains links to cannabis products or e-commerce stores in the post copy
2. Avoid Selling Language in Captions and Graphics
One of the biggest red flags is directly selling or promoting cannabis. Instead of writing, "Buy our new THC gummies for 20% off," use value-based messaging:
Instead of:
"Order now and get 2 for 1!"
Try:
"Our latest drop just landed. Full of flavor, full of vibe."
Focus on:
Brand values
Product education
Community involvement
Storytelling around lifestyle
3. Use Disclaimers and Fine Print Wisely
Add disclaimers in your bio and captions such as:
"21+ Only. Licensed CA Brand."
"For educational purposes only."
"Products are not for sale via this platform."
This won’t guarantee protection, but it signals compliance intent to platform moderators.
4. Post High-Quality, Non-Consumptive Visuals
The safest type of content for cannabis social media is creative, compliant visuals:
Flat-lay cannabis product photography (non-smoked flower, closed packaging)
Branded cannabis lifestyle imagery without use
Cannabis stop-motion animations
Behind-the-scenes cannabis production (trimming, packaging)
Cannabis lab testing process photos
Visual storytelling can build brand trust, spark interest, and engage followers—without showing any direct use or violation.
5. Leverage Educational Content
Cannabis education is one of the most valuable ways to grow your brand while remaining compliant:
Examples:
The difference between THC and CBD
What are terpenes?
How to store edibles properly
Cannabis and wellness: facts, not claims
Smoking vs Vaping
Smoking vs edibles
Sharing lab tests and explaining what they mean.
Stay away from medical claims (e.g., "treats anxiety") and instead say:
"Reported to promote relaxation"
"Commonly chosen for evening routines"
6. Use Alt Text and Hashtags Strategically
Use alt text to describe your photos in ways that boost SEO but avoid flagged language.
Instead of:
"THC weed flower joint smoke"
Use:
"Humboldt-grown cannabis in sustainable packaging"
Humboldt cannabis
Arcata dispensary
Hashtags should be relevant but not too obvious. Shadowbanned hashtags include #weedporn, #420sale, and even #dispensary in some cases. Stick with:
#{location based hashtags
7. Engage Without Promoting
One of the safest and most effective growth strategies is engaging:
Comment on local pages and lifestyle accounts
Collaborate with artists, influencers, and local causes
Host Q&As and talk about plant care, history, or sustainability
Avoid direct product call-outs, and instead center your brand within a larger conversation.
8. Limit Use of Link in Bio
On Instagram and TikTok especially, linking directly to cannabis e-commerce sites can be a flag. Instead, link to a landing page with educational content, blog posts, or media coverage.
Use tools like Linktree or Campsite to offer a list of compliant options:
"Our story"
"Where to find us"
"Meet our founders"
9. Be Smart with Influencer and UGC Content
User-generated content and influencer posts offer great reach, but they must be controlled.
Ensure that:
Influencers are over 21 and disclose partnerships
Content is compliant (no smoking, no pricing, no claims)
Captions avoid sales talk
You can also provide a creative brief to influencers to keep their posts safe and aligned.
10. Diversify Your Content Types
Don’t rely only on creative cannabis product photos. Build a balanced content calendar:
Education (strain info, process, history)
Lifestyle (home decor, outdoor adventures)
Culture (music, art, local collabs)
Team Spotlights (interviews, BTS, values)
User Stories (customer feedback, events)
11. Track Content Performance & Watch for Red Flags
Use professional tools like:
Watch for shadowbans or sudden drop in reach. If that happens:
Review recent posts for violations
Remove risky content
Pause posting for 48-72 hours and resume with safe content
12. Have a Backup Plan and Archive
Every cannabis brand needs a backup plan.
Download your content regularly
Keep an updated email list and SMS list
Consider building a private community (Discord, email newsletter, private IG group)
Your content is your asset—don’t let a platform deletion wipe it all away.
13. Build a Brand, Not Just a Product Page
Ultimately, the most resilient cannabis brands don’t just post about products—they build movements. Use your social presence to stand for something:
Social equity
Sustainability
Innovation
Local community support
When people follow you because they care about your values, not just your flower, you reduce risk and increase loyalty.
Platform-Specific Cannabis Content Tips
Instagram:
Use Stories for BTS, polls, and interaction
Highlight events, education, and values
Use close-up product shots, not consumption
Avoid hashtags like #420, #weedstagram
Facebook:
Share blog posts, media mentions
Join local community groups as your Page
Use Events to promote in-person happenings
Be careful with boosting posts (ads usually get rejected)
TikTok:
Focus on culture, comedy, and storytelling
Never show cannabis consumption or packaging
Post educational "Did You Know?" content
Use native sounds and trending hashtags (carefully)
Final Thoughts: Stay Creative, Stay Compliant, Stay Visible
Navigating social media as a cannabis brand is complex, but not impossible. The most successful cannabis businesses are those who adapt quickly, invest in compliant creativity, and focus on long-term community building.
With strategy, education, and great content, your brand can rise above the noise, connect with your audience, and maintain visibility without risking your account.
Social media is where culture is shaped. Make sure your cannabis brand is part of the conversation—authentically, responsibly, and professionally.
Need help creating compliant and compelling cannabis content? Partner with a cannabis photographer and strategist who knows how to keep your brand growing—safely.
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