Cannabis Marketing Tips for Social Media

Many cannabis firms use social media to attract followers and large audiences. Instagram and TikTok are uncontested marketing platforms for the weed-loving demographic. As social media platforms continue to set the standard for modern marketing, cannabis firms must learn to navigate these arenas with skills and confidence. As a cannabis marketer or influencer, here are some tips to help you promote your business on social media channels.

Understand the Algorithm

Social media applications (namely TikTok and Instagram) develop algorithms that showcase fresh content based on viewers’ interests. You can use this same technology to get your cannabis-related content the most views. Let’s look at what you can do to “hack the algorithm.”

Consider Paid Ads

Instagram’s algorithm is mainly based on pay-to-play. Therefore, getting your Instagram content viewed without paying for it isn’t easy. If you do pay, though, it’s one of the most cost-effective ways to spend your advertising cash, so it’s definitely worth considering.

Learn Algo-Speak

One very real problem is overcoming prohibition on cannabis themes. Hashtags like ‘weed,’ ‘420’, and ‘stoner’ can get you categorized under illicit behavior. Algo-speak is the specialized language used by content creators to escape detection by the algorithm. Cannabis community members have learned the best tactics for bypassing prohibitions via trial and error, including clever acronyms and lingo that can avoid censors. You’ll quickly learn verbiage to get past the filters. Remember that the algorithms are updated regularly with new forbidden terms, so stay up-to-date.

Don’t Blatantly Promote

Don’t post photographs or videos of people using your goods, Don’t mention prices, and don’t invite your audience to contact you about your items. To minimize your risk, keep your contact information private. Social media users already know how to send you a PM, DM, or message.

Find Alternative Images

Images portraying cannabis can also be a problem. Instagram is known to be a bit more accepting of photo content, while even a live plant in the background will get you a TikTok ban. However, many content creators have used things like broccoli and maple leaves to get the point across. And it has worked well. Cannabis users are pretty smart; they catch on quickly and will understand what you really mean.

Use Education and Advocacy

If your content does not promote cannabis or cannabis goods in any manner and is solely educational, it flies better. Advocacy works too. TikTok and Instagram are much more accepting of content that teaches rather than sells. Try to quote science studies and use fact-based info for the intent of education. Publish helpful material that your target audience will find interesting. Tutorials, research, and behind-the-scenes looks at your company are excellent ways of posting engaging and educational material. This type of marketing works well in many sectors. When people learn from you, they want to buy from you too.

Develop Relationships With Influencers

Many social media influencers already have your target audience’s views and following. Approach them about collaborating so they can create content about your company. Micro-influencers can also be quite effective and relatively cheap. And many times they will help you out in exchange for product. Choose online influencers with whom your target audience is presently interacting and whose content aligns with the image of your business. Be choosy – only collaborate with influencers who will benefit your business, not harm it.

Prepare Yourself for the Almost-Inevitable Ban

You can be super sly with your wording and imagery, but there will always be that angry user-reported content. Make sure you have a backup account ready in case this happens. There’s nothing worse than gaining 20,000 followers only to lose them all overnight. Be prepared for it by having a backup account with a very close name to your original. This way, suspensions, shadow-bans, and perma-bans won’t be devastating.

The Other Big Platforms

There is no need to put all of your eggs in one basket. Platforms like LinkedIn, Reddit, Twitter, Facebook, and Pinterest are also reasonably 420-friendly social network platforms worth exploring.

LinkedIn is a secure refuge for the cannabis sector when it comes to B2B interactions and network-building. While it might not present as many opportunities for marketers to acquire new customers and community members, your content will get noticed.

Twitter, Reddit, Facebook, and Pinterest have their advantages, but their algorithms are quite different. You can get a sense of these platforms and their marketing styles by following other cannabis-related accounts. Then, see what works for them and spin it to work for your product.

Cannabis-Focused Platforms

There are also several specialty social media sites dedicated to cannabis users and companies. While they may seem small now, everyone started somewhere (ahem, Leafly). Advertising and networking on these sites can boost your outreach as well. Here are a few cannabis-focused (and friendly) social media platforms:

• MjLink: social media platform for cannabis business professionals
• Leafwire: known as “the LinkedIn of cannabis”
• Weedable: a social network focused on sharing medical marijuana content and information

Navigating the waters of cannabis marketing on social media can be tricky. However, with a bit of know-how and some advice from experts (and articles like this one), you can boost sales and get recognition for your cannabis business on social media.