How to Market a Cannabis Company on Social Media
Advertising cannabis on social media is not only risky but also challenging to do. However, you can get around some of these challenges with our tips.
1. Know the policies
Before you do any marketing for your cannabis brand on social media, it's important to know the policies of each platform.
Social media platforms like Facebook, Instagram, and X (formerly known as Twitter) have strict guidelines on cannabis-related content, so follow them carefully to avoid penalties.
The policies themselves can be difficult to understand, as well as vague. Because of this, you need to have a good understanding of the policies that your brand has to work around.
2. Focus on education
A good way of marketing your cannabis brand on social media is to focus on being educated: explaining the benefits of cannabis, the effects, varying strains, and available products.
Educating unaware potential customers can give you sustained growth for your business as well as help you raise awareness of your brand and develop trust in your customers.
3. Use visual content
Social media has platforms that are geared towards visuals. Therefore, you need to make good quality videos that showcase your products in a strong, positive light that makes your audience gom “I need to try this now!” on your posts.
Images of products give potential customers ideas as to what they’re being delivered, why they should have it,t and how it will improve them or their lives.
Filters, editing tools, and graphics can help your content stand out and sway your audience and potential customers to interact with your brand.
4. Partner with influencers
Collaborating with social media influencers is an excellent way to gain a wider audience, now an essential part of a marketer’s content strategy.
Partnering up with influencers who are passionate about cannabis, specifically your products, and asking them to promote your products and share positive experiences with your brand.
When looking for influencers, make sure that you collaborate with influencers that align with your brand's values and ask them to use and promote your products.
In addition, you should also ensure that your influencer of choice has a substantial, legitimate following and a similar demographic, if not the exact audience you’re trying to bring in.
5. Engage with your audience
Managing the reputation is super important, as responding to comments and messages and using feedback received to enhance products and services.
People are more likely to recommend your brand to people they know if they get quick responses from brands on social media, so it would be beneficial to reply to any comment as quickly as possible.
If the review is positive, thank them, and if not, work to resolve the situation quickly.
6. Use niche social media platforms
Regular platforms like Twitter, Facebook, or Instagram can make it challenging to market cannabis products online due to their policies of marketing cannabis products. Because of this, it makes certain content more challenging to make paid ads difficult.
However, there is a way to get away from this. Using several niche social media platforms that are explicitly geared to the cannabis industry, such as Leafly, Weedmaps, and Massroots, can be a big help in connecting with your target audience.
7. Stay up-to-date
As time goes on, the industry evolves. Because of how the industry evolves, you must stay current on various aspects, such as trends, regulations, and practices.
Doing so can help you stay ahead of the game and avoid dire consequences, ranging from being left behind and unable to capitalize on trends to, in the worst-case scenario, getting your account deleted due to policy violations.
In addition, being part of industry conferences, following thought leaders, reading relevant blogs to stay on top of the latest developments, and using takeaways to further your company is also good practice.
Marketing your cannabis company needs to be done right from the get-go; following these tips on social media will be vital to achieving success, even with the risks of advertising your cannabis company.