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Cannabis And Instagram
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unsurprisingly, a good percentage of Americans’ days are partially taken up by social media apps. For dispensary owners, this is amazing news because it offers a simple way to stay connected with customers and reach new consumers as well. By implementing already popular apps that your target audience uses, you can rise above the competition while making sales.
Despite this, there are complex rules about the types of content you’re allowed to post. Many insanely popular cannabis-related pages with thousands of followers have been shadowbanned. So while it can be beneficial to establish a social media presence for your retail cannabis business, pay attention to several factors first as outlined in detail below.
Why Do Dispensaries Get Banned?
The rules surrounding what content is acceptable on cannabis-related Instagram pages are constantly changing and dispensaries often don’t have the time to keep up. As a result, many pages get banned for posting seemingly innocuous content.
Dispensaries have been known to target their competition by repeatedly and maliciously reporting them for violating social media platforms terms of use. This can lead to shadowbans, which are often unnecessary and unfounded.
These are the most common social media marketing mistakes cannabis businesses make that gets them banned or blocked. Although it may be difficult to get things back on track if this happens, there are steps you can take to reduce the chances of this happening:
Stay Away From Appearing To Encourage Sales
Paid advertisements are not allowed because dispensaries technically aren’t allowed to promote commerce of controlled substances on any social media apps. Additionally, avoid using dollar signs on your pages, as this triggers monitors – both AI and human -to flag your page as trying to encourage sales.
No Cannabis Hashtags
To avoid any potential issues with platforms that see hashtags for marijuana terms as promoting controlled substances to underage audiences, don’t use them.
Avoid Photos Of Consumption
Blunts and pre-rolls might be cool, but they definitely won’t get you flagged for inappropriate content on social media. If pop stars can post blunts on their accounts, then surely cannabis businesses can too.
Don’t Teach People How To Grow
Although it may be tempting, as a cannabis retail Instagram or Facebook page, do not post about cultivation. Rather, focus on opportunities to provide educational and informative content later down the line.
Which Is The Best Platform To Use For Retail Cannabis Businesses?
The best social media platform for retail cannabis businesses is Instagram, but all of them can offer some level of help to increase your presence and audience. Here’s more information about each individual network that you can use to promote your dispensary:
- TikTok
TikTok
You will not be able to use certain hashtags, such as #dispensary, to directly promote your page. However, there are still approaches that make sense. The audience of TikTok generally wants content that is short, funny, entertaining, easy to understand and – most importantly – trendy; this type of content is often synced up with popular songs.
To create a dispensary page focused on people and experiences, instead of products, try asking your team to post videos with the hashtag #budtender. This will let your potential customers see the personality of your staff and sales room, making them more likely to follow you.
LinkedIn is extremely beneficial for its connects with other like-minded entrepreneurs in the cannabis industry. It provides a way to build fantastic relationships that may have otherwise been difficult without this type of social network. Local dispensaries will receive more recognition by utilizing LinkedIn as a platform to express their individualized business information, such as what sets them apart from others and any unique topics they specialize in.
LinkedIn is a powerful tool that can not only help expand your professional network, but also increase your industry visibility. B2B connections made on LinkedIn have the potential to turn into fruitful relationships with experts in your field and possible partnerships down the road.
Twitter is one of the most marijuana-friendly social networks when it comes to marketing your product. You can post a wide variety of content, from brand partnerships and new products to news about marijuana-related legislation and social equity.
Some dispensaries are so daring as to use Twitter to funnel their followers right into buying their product. For example, last week Medmen posted this image of a cannabis bud with a link to their eCommerce menus in California.
Even though some dispensaries concentrate their efforts on Instagram rather than Twitter because tweets are relatively short-lived and consists mainly of text, it’s still a good idea to maintain a presence on Twitter. That way, if you ever get locked out of other social media accounts, you can still reach your customers through Twitter.
Although businesses in the cannabis industry post similar content on Facebook as they would on other social media platforms, their posts don’t seem to get as much attention.
Facebook isn’t ideal for dispensaries since their rules are so vague, but it’s a place people may go to double-check your website information or business info. The best way dispensaries can use Facebook is by creating a mini version of their website with as much relevant information as possible without breaking any rules.
There has been a lot of controversy lately about whether or not it is appropriate to post contact information and hours of operation on Facebook pages. Many dispensaries have profiles that offer this type of information, so it appears that the rules have relaxed since the crackdowns in 2016 and 2017.
Most retail companies, especially those with eCommerce, prioritize Instagram when it comes to social media marketing. This is because dispensaries can easily show followers what’s going on and engage their audience through this platform that they’re likely already using daily. Plus, sharing features are simple too. The goal of having a well-trafficked Instagram account is ultimately to get customers to flock towards your eCommerce page or menu website—all without you lifting a finger.
Mix Up The Content
Although it may not be explicitly stated, pictures of big buds of marijuana flowers are perfectly okay to put on your dispensary’s page. By doing this, you’re partnering with cultivators and showing consumers what brands you work with–both key in developing a dispensary identity. Furthermore, collaborative posts will help get the word out about your business and improve potential conversions.
Even so, don’t forget to keep your content varied. In addition to the aforementioned posts about inventory promotions, include some interesting informational content on your page.Upload a video or series of photos showing how live resin is made, for example. Posts that destigmatize cannabis use are even better, or infographics about decarceration. Meta’s algorithm rewards pages that offer educational content more than others! And it’s simply the right thing to do in your industry!
Keep in mind that the success of social media campaigns is greatly influenced by trends and timeliness. Posts should pertain to holidays, seasons, and cultural phenomena. For example, this could be anything from offering discounts on 4/20 to highlighting LGBTQ owned brands during pride month.
Mitigate Your Chances of Getting Banned
Following Instagram’s rules for cannabis-related pages is key to expanding your followers without being blocked or shadowbanned.Make sure your page provides clear indications that you are committed to adhering to Instagram’s guidelines.
Be sure to include “No Sales” or “Nothing For Sale” in your profile, so you appear compliant with the rules. Additionally, it’s a good idea to write or add a prompt like “21 To View” or “21+” to show that you understand the content parameters.
Keep Up to Date With Rules And Trends
Social media platforms are always changing their rules, so business owners need to stay up-to-date with the latest legalities. Just as you would any other facet of your company, actively monitoring current regulations in your industry is key to remaining compliant. If you witness other businesses getting penalized for similar content, reevaluate your strategy and take down older posts that could be perceived as breaking any boundaries.
Utilize Analytics
By using the business account analytics feature on social media platforms, you can learn a lot about how your page is performing. For example, you can see who you are actually reaching and where you need to expand or change things up. This information can be very useful for segmentation and targeted advertising. So don’t let this powerful aspect of digital marketing go to waste.
Consider Hiring Consultants
If you’re not able to produce or implement your own content, it might be time to consider hiring social media consultants. This is especially true if you have the means and scale to hire professionals within the cannabis field. One way to do this would be through an agency like Cannabis Creative, which offers digital marketing strategies.By utilizing a cannabis content studio, like Dope Creative, you can increase your social media presence by displaying digital art photography of your dispensary products and locations. There are plenty of experts that can help guide you to success.
Reach Out To Followers!
Establishing relationships with your target market is key to building a successful brand. You can do this by frequently communicating with them on Instagram. Not only should you reply to comments they leave on your posts, but you can also take engagement one step further by reposting user-generated content.
A great way to get started is by checking out other businesses in the cannabis industry that are similar to yours and requesting to follow their fans. Many of these people will follow you back, and this helps establish a relationship between potential customers and your store. You want customers coming to you, not your competitors!
The Future of Social Media And Cannabis
Social network stigmas on marijuana are slowly fading as legalization becomes more accepted. This winter, Amazon and Apple lobbied for commercial reform in cannabis, reflecting the growing trend of retail technology advancements.
Weed Centric Social Media Apps
Some cannabis entrepreneurs are trying to create their own social media apps in order to avoid being blocked. Berner, the rapper and founder of Cookies cannabis brand, launched a marijuana social network called Social Club; however, he has found other difficulties in making this project successful.
Utilizing herbe menu apps, such as Weedmaps, and keeping your profile up-to-date on Google is just as important for now as marketing on social media. In fact, these apps are likely to add more social elements in the upcoming future.
Dispensary POS
If you’re not using social media to drive traffic to your eCommerce platform or physical stores, you’re missing out on a big opportunity. KORONA POS can help—our fully connected cannabis dispensary website platform lets customers see what products you have in stock so they can shop with confidence.
At KORONA, we offer the quickest, most dependable, and competitively priced point of sale system for dispensaries. Our integration-ready software helps you take advantage of cannabis technology from companies like Dutchie, Leafly, and springbig. Keep your dispensary running smoothly and stay up-to-date on all sales and customer metrics that can help optimize performance. Give us a call today to learn more about our POS offerings for dispensaries.
Frequently Asked Questions About Social Media And Cannabis Retail Marketing
How do you promote a dispensary?
Start an Instagram account for your cannabis retail business to show potential customers what you’re all about. Make sure to include lots of helpful content and product photos, but be clear that nothing is available for purchase through the page. Try to mix up your posts with educational information, fun stories about your staff, and partnerships targeted towards your customer niche.
Can dispensaries have Instagram?
Any business should be on social media, and many are. Dispensaries use their Instagram to show off their products, highlighting their inventory as well as personality. LinkedIn, TikTok, Facebook et al. provide platforms for businesses like these to increase name recognition and Garnish some word-of-mouth attention/buzz.
Can dispensaries advertise on Instagram?
Unfortunately, promoting cannabis products is not allowed on Instagram. However, you can still give your followers a look at what kinds of products you have in stock and what sets your dispensary apart from the rest. With some creativity and diverse content, you can attract potential customers to your eCommerce and brick-and-mortar locations.
Can I post edibles on Instagram?
Although you can post pictures of edibles and marijuana flowers to Instagram, refrain from posting images of people consuming cannabis products. Additionally, don’t reveal the prices for edibles, tinctures, or any other cannabis product in your posts.
