5 Things Cannabis Companies Cannot Overlook for Social Media
So, you’re a cannabis company. Maybe you’re a dispensary, maybe you’re a headshop. Regardless of what you are or what you sell, the social media police are watching, so it’s time to pay attention.
At COHNNABIS, we understand the furtive nature of navigating the social media waters when it comes to marketing your cannabis brand. But, we’re here to tell you that there are ways to promote your cannabis brand on the most popular social platforms; you just have to play by their rules (for now).
Our team of cannabis marketing experts put together a handy list for you to reference when you’re creating your social media strategy.
- Don’t get shut down. This one is pretty obvious, but it’s the most important. We’ve heard countless horror stories of high profile cannabis companies getting their Facebook or Instagram accounts shut down due to violations of terms and service. So just how do you avoid getting that dreaded notification that you’ve been compromised? Steer clear of explicitly stating that you are selling cannabis or cannabis paraphernalia. Sales, discounts, and promotions are also a big no-no. The sale of cannabis is still considered a federal offense, so keep sales-y language and posts out of your strategy completely.
- Pick your media wisely. Another way to get shut down fast is using media that might either appeal to children or individuals under the age of 21. Low quality or over-edited images that include bongs, consumption, or other typical “stoner”-like media might not get you shut down right away, but it will not help your case. Stick to tasteful product of lifestyle shots that help capture your brand’s essence. Pro Tip: watch your hashtag strategy, too. The very tactic you’re using to get found on social media could also work against you.
- Educate your audience. Opting to educate your audience on your product benefits, cannabis law, or other industry news is a great alternative to sales promotions. This is also a great way to leverage your brand as a go-to resource for industry news, and serves as an opportunity to diversify your content.
- Paid social is off limits, for now. We know, we know. With algorithm updates that make it more difficult to be seen organically, this is probably one of the biggest headaches when it comes to promoting your brand on social. You might be asking, “How are we supposed to grow our Facebook following without it?” Because you run the risk of someone under the age of 21 seeing your ad with paid social media efforts, it’s probably best to stick to focusing on your organic growth. For those of you brave enough to give paid social the ol’ college try, godspeed. We don’t recommend it.
- Prepare for the worst. Being prepared to be shut down is always a good idea. Ask yourself (or your team): “What happens if our account(s) get shut down?”, “What are the steps to getting back online?”, “What can we do differently next time?”, so that if disaster does strike, you aren’t left in the dark.