The Cannabis industry is currently booming. More and more brands appear daily, and social media marketing is becoming essential for any brand that wants to succeed in this market. Even though the cannabis industry is undoubtedly profitable, marketing cannabis products can get tricky, especially on the crowded social media with several regulations for promoting cannabis. This article will discuss how to do social media marketing for cannabis products, so your company can comply with all the rules and get the best results.
Why is social media marketing so important for cannabis products?
Although the recreational or medical use of cannabis products is legal in many states and countries, the traditional ways of advertisement are still off-limits for cannabis products. That’s why online marketing is the only choice they get. Social media marketing is the fastest way to reach your target audience, but things are more challenging than they may seem. As a business planning to promote your products on social media, you must first study community guidelines and policies for each platform.
Promoting cannabis-related content is strictly prohibited on many platforms, and breaches may result in fines or even account termination. It is essential to investigate each platform’s policies and adhere to them carefully to prevent ethical or legal problems.
Social media marketing can also educate potential customers about cannabis products and clear out some misconceptions related to said products. This way, you can earn potential customers’ trust and build the brand’s identity simultaneously. In the fierce cannabis industry, you may build a devoted following, raise brand recognition, and encourage client loyalty by building a solid brand presence.
Platforms you should have a presence on
Instagram – is great for increasing brand exposure through more creative and informative posts. For cannabis businesses targeting millennials and members of Generation Z, image-focused platforms are ideal.
Facebook – can utilize Facebook groups and pages to create a community, highlight excellent customer service, or inform customers of upcoming events and promotions, mainly for an older audience.
Twitter – excels in disseminating business news and offering customer support. Cannabis shops may publish industry news on Twitter and interact with well-known people to maintain their brand in the spotlight.
Strategies for Social Media Marketing for Cannabis Products
Social media marketing comes in many forms; not all are equally suitable for cannabis products. Let’s talk about the strategies that cannabis businesses can utilize:
Influencer marketing has been a leading digital marketing channel for quite some time now. We see brands of all sizes implementing it in their strategies and getting astonishing results. With research showing that firms typically make $5.20 for every $1 spent on influencer marketing, it has the potential to produce an outstanding return on investment. Influencer marketing transforms your customers or followers into supporters. It enables people to post promotional content about your business to their social networks in exchange for rewards at your dispensary or payment. Choosing an influencer your target audience respects will increase the chances of them actually purchasing.
Leverage your website
Showing off your website on social media platforms is a loophole in all cannabis-related regulations. Since promoting cannabis products are against guideline rules for most social media, you can focus on providing educational content to build a following and then promote your website, where you can sell cannabis products while avoiding most related regulations. Posts regarding discounts and promotions can drive visitors to your website, but you should disguise them as marketing for your dispensary’s loyalty program to prevent platform suspension issues.
Content marketing is an excellent way to reach a larger audience, but you must consider a few factors. Since most social media platforms still have strict regulations regarding cannabis products, using subtle images and texts is advised. Subtlety is essential because it is forbidden to state that your items are available for purchase. Product images that focus on health and style are recommended over those that advocate using the item recreationally. Ensure the information you present comes from reputable sources before publishing any article. Post advocacy content, such as the most recent information on legislation revisions, new research data, and statistics.
The DON’T’s of cannabis social media marketing
Don’t make it evident that you are selling cannabis goods by avoiding language that indicates your items are available for purchase. Additionally, avoid including pricing or specific contact information for purchasing cannabis items. Nevertheless, you may still add a link to your website.
Be careful not to oversell in your marketing caption. As discussed, your focus should be on teaching your audience and developing a relationship of trust with them.
Don’t make any medical claims. While it’s crucial to inform your consumers about the health advantages of cannabis products, use caution when publishing customer testimonials and speculative medical claims.
Don’t run paid advertisements. Social media sites often forbid company pages from conducting sponsored advertisements to promote regulated goods like cannabis.
Future of Social Media Marketing for Cannabis Products
With new possibilities and trends that have the potential to influence the cannabis business significantly, social media marketing for cannabis products is expected to continue to expand in the future. Companies must adapt and be aware when social media platforms adjust their rules and standards regarding cannabis-related material if they want to sell their products successfully. Additionally, if cannabis continues to be accepted by the general public, social media sites could include additional advertising alternatives for cannabis companies, such as sponsored posts and adverts. So the future looks promising.
The final thoughts
Cannabis firms and related enterprises may find social media marketing difficult and restricted, but navigating through it and using it to your advantage is still possible.
Despite the limitations placed on cannabis advertising and content production by the major social media platforms, a strategic approach can help you get some traction and convert that into sales.
Develop a strategy to boost organic growth while concentrating on writing and distributing helpful, instructive, amusing, and engaging content that doesn’t explicitly market cannabis products and services. You’ll soon start to see the fruits of your labor.