Tips and tricks for cannabis marketing on social media

Published Nov 8, 2021 02:00 p.m. ET
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Advertising pot products, services, or businesses on social media is a multi-million dollar industry, but without the right cannabis marketing strategies, you’ll quickly find that it’s difficult to compete with a sea of voices that are all doing the same thing within online spaces that are restrictive and confusing. So, if you want an active account that reaches enthusiasts without risking bans, we highly recommend checking out these 10 steps that will launch you towards success.

1. Track current trends

Current trends in society change nearly as often as the weather, and they may be different depending on factors such as location, but with a bit of research, it shouldn’t take long to figure out the topics that have consumers most engaged. These are the terms that users search for, resulting in a higher rate of traffic to your post. Use this information as inspiration to create digital content that can be shared across social media platforms.

2. Pay attention to the rules

All social media platforms have a unique set of social media rules that vary greatly from one to the next. Some, like Tumblr, will allow cannabis businesses and enthusiasts who reside in legal states to share content about the plant, while others that at first appear more lenient such as TikTok will take down anything that includes real cannabis use. Refusing to follow these rules could get your account banned.

3. When in doubt, use props

Since the rules listed on most social media platforms are vague and incredibly hard to interpret, it’s best to assume the worst and hope for the best, but several are clear that they will not allow cannabis use. In these situations, you can’t approach digital videos or content in a traditional way. However, with a bit of creativity and the help of a few props, you can get the same point across safely.

4. Look for content that aligns with current trends for information/ideas

Can’t decide between making videos, articles, or something else to post? This is where it’s best to look at the most appreciated content that’s already in circulation online. It might give you some ideas you didn’t even know you had, and at the very least, it will give you a window into the hearts and minds of consumers so that you can figure out what they really want.

5. Promote only posts, links, and products that align with your brand

This is an incredibly important rule that a lot of social media marketers skip, and that’s bad because we should be willing to stand behind every single thing that we post. Though it might seem like a good idea to post clickbaity links or promotions for sketchy products you don’t fully understand, this move could come back to bite you. Instead, filter all shares carefully to ensure you believe in the information that’s being echoed.

6. Research current campaigns from other cannabis industry leaders


Campaigns are a great way to drum up new support by getting the word out far and wide, but you will need to appeal to a large number of consumers in your local for this to truly work in your favor, and some approaches are more successful than others. If you want to know what works, then you'll want to see what other industry leaders are doing to connect with people.

7. Start with simple ideas

If you’re just starting out with this whole cannabis marketing thing, it’s important to remember that short, simple, and easy is what really sells on social media, so there’s no reason to aim too big in the beginning. Short, engaging posts, fast reading educational articles, and visually appealing ads are the way to go, and they don’t take very long to create.

8. Post 1-4 times per day

Keeping followers engaged might look easy online, but it requires a constant presence that’s always reminding people you exist, and the best way to accomplish that is with multiple or at the very least daily posts. Even if you don’t have new content of your own to share, post a link, or shine a light on a story that’s dear to your company's values, and it will still give you some extra attention.

9. Include at least 3 popular hashtags

Hashtags are powerful tools that can put your post at the top of search feeds, which is why you’ll definitely want to use them, but it’s not just their presence that’s important, it’s their strength. Some hashtags hold more influence than others, and it’s all based on the popularity of a word or quote. Luckily, most social media platforms make this information easy to see, so pay attention as you tag, and make sure you’re choosing 1-3 of the trending options.

10. Publish original content

Some stories are so good they manage to withstand the test of time, but for the most part, people don’t want to read the same thing for the dozenth time. What gets people's attention is brand new ideas, content, titles, and in most cases, they include a focal point surrounding controversial topics. If you really want them to click, then give them something that’s worth their time with original work.

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