Social media marketing for cannabis brands is no easy feat. Between the inconsistent state legality, strict advertising restrictions and constant shadowbanning, it’s easy to feel like you’re operating in a thick layer of smoke.

Luckily, we’ve got a couple decades of marketing experience in our back pocket, and we’re here to share all of our tricks for marketing your cannabis business on social media without risking your account (or your sanity).

Because, despite what you may have been told… It’s more than possible to build a successful cannabis business on social media. You just need to play by the rules.

Can you run cannabis ads on Meta?

The first step in cannabis social media marketing is building a legally compliant strategy. All of your content should follow local, state and federal cannabis advertising restrictions. (Check out this blog by our friends at CannaCon on advertising laws by state!) You will also need to look into platform-specific policies to make sure you don’t get flagged or banned.

While standard restrictions like age-gating and abiding by community standards apply, Meta platforms like Instagram and Facebook also have strict policies around promoting or selling cannabis-related goods.

Cannabis businesses can NOT run any ads that promote products containing THC or other related psychoactive components.

That said, depending on where you live, Meta does allow limited advertising for CBD and hemp products. We are also seeing loads of “paraphernalia” ads on Instagram these days!

Things Meta DOES Allow in Cannabis Advertising:

• CBD brands can run ads if they are actively certified with LegitScript and comply with all local laws, guidelines and Meta’s targeting restrictions.
• CBD ads may promote sales in the USA to ages 18 and up, so long as they are certified with LegitScript and have written authorization prior to running Ads.
• Hemp products may be promoted for sale in Canada, Mexico and the United States if they comply with all local laws, industry codes and guidelines.
• Content referencing cannabis for political advocacy, awareness campaigns and news is permitted so long as you do not promote the sale or consumption of substances.

You can read more about Meta’s advertising policies here.

Can you post cannabis content on Meta platforms?

OK, advertising aside, Meta’s content guidelines around cannabis on social media are a bit more flexible. At least that’s what they’re telling us.

While content is restricted to ages 18 and up, Meta states that you can post content that shows cannabis “paraphernalia,” speaks positively about cannabis, encourages the use of or provides instructions to use or make cannabis and THC products.

Meta also states that business content posted by cannabis dispensaries is permitted as long as you’re not trying to buy, sell or trade any products containing THC.

If you’re reading this thinking, “Ummm, absolutely not. I’ve been shadowbanned for years for talking about cannabis on social media…”

We hear you, and we feel the same way. Despite Meta openly saying they allow various types of cannabis related content, visibility seems to be a common issue for cannabis brands trying to scale their business.

Best Practices for Posting Cannabis Content on Social Media

We’d love to tell you that you have the green light to go share all of your cannabis wonder with the social media world, but unfortunately, that’s not the case. Sure, the updated policies look promising, but they don’t change the thousands of people who are constantly talking about their accounts being shut down over cannabis-related content.

Instead, we believe the best way to scale your cannabis business on social media is to focus on delivering high-value content. Sharing educational information, using professional imagery and maintaining consistent branding can help build credibility for your business and attract a larger audience.

Engage with Consumers and Relevant Brands

There’s no better way to build a cannabis brand on social media than to foster a loyal community. Make sure you’re liking and responding to anyone who comments on your posts, and do your best to respond thoughtfully to direct messages. Another great way to grow your following is to leave thought-leadership comments on other cannabis pages.

Create an Opt-In

Creating an opt-in is a great way to incentivize people to visit your website, where you have more freedom to discuss cannabis-related topics and don’t have to worry about pissing off the algorithm.

Partner with Influencers Who Share Your Target Audience

There is a large and growing crop of cannabis influencers out there with really big followings. Partnering with these influencers can be a great way to form more relationships in the cannabis community and quickly reach more people who align with your brand values.

Use Keywords in Your Social Media Captions and Content

Just last year, Instagram made it possible for Instagram posts to be indexed and shown in Google search results. This means that your captions and social media posts are hotspots for keywords and could potentially drive traffic from outside social media. When posting, always use helpful alt text and relevant hashtags and keywords your audience is actively searching to increase your odds of showing up in search engines and AI.

Avoid Making Medical Claims or Using Overt Cannabis Terminology

As I’m sure you already know, you should never make medical claims in any of your plant medicine content on social media (or anywhere, really). This means avoiding terms like anxiety, insomnia or any other medical terms when talking about the benefits of the plant. Instead, opt for more generic phrases like relaxing, relieves stress or calming. Another pro tip is to avoid definitive language like “does” and instead use “may,” “can,” and “has been shown to,” etc.

Learn From Other Women In Cannabis

At the end of the day, a cannabis social media strategy that works for someone else might not be the solution for you. But don’t panic, there are plenty of ways to take advantage of social media, no matter where you live.

If you’re looking to connect with other women in cannabis who are actively navigating the wild west of social media, come check out our private discussion board, Higher Her Society, where you can chat off-social with women from all sectors of cannabis and plant medicine.