Navigating social media as a cannabis brand poses a unique challenge. Along with strict community guidelines, shadowbans, and the constant threat of account deletion, building a digital presence often feels like walking a tightrope. When executed well, however, social platforms remain one of the most powerful marketing channels for growing your cannabis business.
To help you avoid the censorship trap, we’ve put together 10 actionable cannabis social media tips for building engagement and brand awareness. We’ve covered everything you need to cultivate a loyal, active community without risking your account.
1. Educate Your Audience
Educational content provides value to users, fosters community, and can build engagement.
2. Know the Platform’s Rules
Some platforms are more cannabis-friendly than others. Avoid cannabis-heavy images and words on platforms with heavy censorship, including Meta.
3. Leverage Influencers
Utilize influencers that complement your audience and goals. Focus on finding authentic influencers with organic engagement.
4. Tell Stories
Storytelling can be powerful. Use your platform to share unique, compelling stories that resonate with your audience.
5. Engage with Your Audience
Reply to DMs and comments on your post to boost engagement and build a genuine audience.
6. Use Appealing Visuals
Avoid cannabis-heavy content on certain platforms. Instead, use eye-catching, high-quality lifestyle imagery.
7. Utilize Analytics
Check post analytics regularly to see what content performs best. Cut out what doesn’t work and focus on what does.
8. Don’t Rely on Social Media
Cannabis social media accounts are suspended or deleted frequently. Use social media as a tool, but don’t rely too heavily on it. Build your audience elsewhere, too.
9. Drive Followers to Other Platforms
Use social media posts to encourage users to visit your owned media. Link posts to your website or a newsletter signup.
10. Be Authentic
Focus on genuine connections and provide value to your audience. Social media users can tell when brands phone it in.
About Proven Media
Proven Media is a full-service, national public relations firm serving highly regulated industries. Founded by Kim Pravlis-Prince in 2014, the firm provides strategic PR and marketing services to guide new and emerging companies, brands, and executives as they grow and succeed in a rapidly changing market. Called Star Makers by NV Magazine, named a Top PR Firm by the Business Journal, and recognized as a Top 5 Most Powerful PR Firm by the Observer, Proven Media is committed to elevating the voices of rising leaders nationwide. To learn more, visit provenmedia.com.
