In the rapidly evolving landscape of the cannabis industry, social media has become a powerful tool for marketing and brand building. However, cannabis companies face unique challenges when it comes to posting content on these platforms due to legal restrictions, evolving regulations, and the stigma associated with the plant.
Because cannabis is currently a Schedule I substance, it's technically on the same level as hard drugs like heroin and cocaine. Many of the most popular social companies still treat cannabis content like it’s promoting a federally illegal substance, even though it’s legal in most states.
For now, cannabis-related content is heavily restricted on many social media sites, but times are changing and cannabis social marketers are getting savvier.
In this comprehensive blog post, we will delve into the essential aspects that cannabis companies need to know about posting cannabis content on social media, covering everything from compliance and community building to creative strategies and emerging trends.
Before we get started, here are the social media cannabis restrictions for some of the top social media platforms.
(Here is an article about: Revamping Your Cannabis Brand's Instagram: How to Bounce Back After Content Flagging)
Here are Twitter’s advertising restrictions for cannabis businesses:
Advertisers must be licensed by the appropriate authorities, and pre-authorized by Twitter.
Only target jurisdictions where you are licensed to promote cannabis products or services. At the time of this writing, Twitter's policy allows cannabis ads in the following U.S. states: Alaska, Arizona, California, Colorado, District of Columbia, Illinois, Maine, Michigan, Nevada, New Jersey, New Mexico, Oregon, Washington.
Never offer the sale of cannabis or CBD online unless the products are below 0.3% THC.
You must take responsibility for compliance with all applicable laws, regulations, and other advertising guidelines.
Ensure no one under the age of 21 is targeted by your ads.
All cannabis sales pages must be age-gated and all sales must have an age verification process.
Advertisements may not use characters, athletes, celebrities, icons, or images that appeal to minors.
Minors and pregnant models are prohibited from being used in advertising.
No ads should make false or misleading claims promising health benefits or the efficacy of cannabis.
Ads must not depict people using cannabis products or acting under the influence in any way.
Twitter ads will not get approved if they encourage the transport of cannabis products across state lines.
Here are some tips to avoid a restriction or shutdown of your Instagram account:
Never promote the sale of cannabis on Instagram.
Only link to educational articles or pages.
Avoid cannabis-related hashtags or excessive cannabis messaging.
Limit/avoid images of cannabis flower or products.
Age-gate your Instagram page so minors cannot access it.
Include a disclaimer in your bio that nothing is for sale and your site is for 18+ or 21+.
Create a backup account just in case.
While Instagram has its risks, it’s still a massive social channel and is used by many dispensaries.
With over 1 billion active users and 210 million downloads in the United States, there is a massive opportunity to build a large Tik Tok audience right now.
For cannabis retailers, Tik Tok’s strict rules — specifically those against promoting substances like alcohol, tobacco, and drugs — stand in the way. While cannabis is not explicitly named in Tik Tok’s community guidelines, it’s clear the social giant is restricting weed-related content.
But the vague rules against cannabis on TikTok haven’t stopped cannabis content. Everyone from weed enthusiasts to retailers to brands are posting about it, they just have to be creative.
Tips for posting on TikTok:
Age-gate your content by adding “21+” to your bio.
Use creative alternatives to cannabis-related words. Instead of words like cannabis, weed, marijuana, or joint, swap in crafty alternatives.
Never show any cannabis products or accessories, only allude to them.
Build your brand. TikTok is a great opportunity to showcase everything about your brand, aside from the physical cannabis products you sell. What kind of music, artwork, dances, educational practices and other concepts should your audience associate with your brand?
Follow and use cannabis-relevant hashtags related to cannabis content in order to reach a wider audience.
Monitor language use, even in your comment section. The TikTok algorithm is programmed to identify solicitors saying things like “DM me”.
Keep in mind, TikTok is constantly working to censor content they deem inappropriate. Right now, you are always at risk of being shut down on TikTok and should consider this channel as an experiment.
Now that we know what NOT to do and post... how do we promote a cannabis business on social media?
Section 1: Understanding the Regulatory Landscape
1.1 Know Your Local and Federal Laws Before Creating Cannabis Content On Social Media.
Cannabis remains illegal at the federal level in many countries, creating a complex legal environment for cannabis businesses. Before posting any content, it is crucial to have a deep understanding of both federal and local regulations. Different regions have varying rules regarding the advertising and promotion of cannabis, and compliance is paramount to avoid legal repercussions.
1.2 Compliance Tips for Social Media
Each social media platform has its own set of rules, and cannabis companies must be aware of and adhere to these guidelines. Platforms like Instagram, Facebook, and Twitter have specific policies regarding cannabis-related content, and violating these policies could result in content removal, account suspension, or even banning. Familiarize yourself with each platform's community standards and guidelines to ensure compliance. (See policies at the top of this article.}
Section 2: Building a Solid Foundation for Your Social Media Presence
2.1 Define Your Brand Voice and Values
Develop a clear and consistent brand voice that aligns with your company's values. Whether you focus on education, wellness, or recreational use, having a well-defined brand identity will resonate with your target audience and help you stand out in the crowded social media landscape.
2.2 Create a Content Calendar
Planning is key to a successful social media strategy. Create a content calendar that outlines your posting schedule, themes, and key messages. This approach ensures a steady stream of content that aligns with your marketing goals and keeps your audience engaged.
2.3 Engage Your Audience
Social media is not just a broadcasting platform; it's a space for interaction and community building. Actively engage with your audience by responding to comments, asking questions, and participating in relevant conversations. This fosters a sense of community and loyalty among your followers.
Section 3: Crafting Compelling and Compliant Cannabis Content
3.1 Visual Storytelling
Harness the power of visual storytelling to convey your brand message effectively. High-quality images and videos can captivate your audience and provide a window into the world of your cannabis products. Professional photography and videography, highlighting the aesthetics of your products within legal boundaries, can make your content more shareable and memorable.
3.2 Educational Content
Educate your audience about cannabis in a responsible and informative manner. Share content that explains the benefits, usage methods, and potential risks associated with cannabis. By positioning your company as a source of reliable information, you can build trust and credibility with your audience.
3.3 User-Generated Content (UGC)
Encourage your customers to share their experiences with your products. UGC not only provides social proof but also fosters a sense of community. Be sure to ask for permission before reposting user-generated content to avoid any legal issues.
Section 4: Leveraging Emerging Trends
4.1 Influencer Marketing
Explore partnerships with influencers in the cannabis space. Collaborating with influencers can help expand your reach, build credibility, and tap into niche markets. However, ensure that influencers comply with advertising regulations and disclose their relationships with your company.
4.2 Cannabis and Wellness
As the perception of cannabis evolves, there's a growing interest in its wellness benefits. Create content that positions cannabis as a part of a healthy lifestyle. This could include content on alternative consumption methods, wellness routines, or the use of cannabis in conjunction with other wellness practices.
4.3 Live Streaming
Take advantage of live streaming features on platforms like Instagram and Facebook. Live sessions allow you to connect with your audience in real-time, answer questions, and provide an authentic look behind the scenes. This transparency can strengthen the bond between your brand and your customers.
Section 5: Analytics and Optimization
5.1 Track Key Metrics
Regularly monitor key metrics such as engagement, reach, and follower growth. This data provides valuable insights into the effectiveness of your social media strategy. Identify high-performing content and adjust your approach based on audience preferences.
5.2 A/B Testing
Experiment with different types of content, posting times, and messaging through A/B testing. This iterative approach allows you to refine your strategy and understand what resonates most with your audience.
Section 6: Dealing with Challenges and Setbacks
6.1 Account Restrictions and Bans
Despite your best efforts, there's a possibility of encountering restrictions or bans on your social media accounts. Have a contingency plan in place, including alternative communication channels and strategies to address any unforeseen challenges.
If you are dealing with a banned account, starting a backup cannabis instagram account, read: Revamping Your Cannabis Brand's Instagram: How to Bounce Back After Content Flagging
6.2 Negative Feedback and Trolling
The cannabis industry may still face stigma, leading to potential negative feedback or trolling. Develop a proactive approach to handle criticism, respond professionally, and use these situations as opportunities to educate and change perceptions.
Successfully navigating the complexities of posting cannabis content on social media requires a strategic and informed approach. By understanding the legal landscape, building a strong brand foundation, creating compelling content, leveraging emerging trends, and utilizing analytics for optimization, cannabis companies can harness the full potential of social media as a powerful marketing tool. As the industry continues to evolve, adapting to new regulations and consumer preferences will be essential for maintaining a vibrant and engaging social media presence that resonates with audiences and drives business growth.
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