So what can be done to work around these?
Since cannabis businesses can’t advertise on social media, they have to resort to reaching their audiences organically the hard way – by creating amazing content. However, that has its own caveat: social media platforms limit the organic reach of cannabis posts BUT that doesn’t mean that you can’t reach a large audience; you just have to be clever in your strategy and always stay up to date with the changing restrictions.
Here’s what you can do:
Post educational content on cannabis: This type of content is almost guaranteed to be a sure hit because it gives value to your followers by educating them on topics that they care about. For example, cannabis brands can educate their customers by sharing informative and helpful articles about medicinal uses of the plant or how to use their product.
If your brand is just starting out online, it might take a few posts to see which topics strike a chord with your followers. After a while you can then identify which topics will get a good response from your audience. Just remember not to post sales promotions with educational content because this can cause your post to be removed or get red flagged; use other channels for sales promotions.
Diversify your channels: Don’t put all your eggs in one basket applies to cannabis marketing too. You’ll see greater success if you work with more platforms as long as you are strategic about your platforms to ensure that all posts align well with your brand mission. Additionally, study the psychographic and demographic profile of your target audience to determine which platforms you should be using. For example, industry news and corporate information on your brand are best shared on LinkedIn while educational posts can be shared on Facebook.
If you aren’t sure about which platforms will provide you the best engagement and results, then do some testing.
Videos: Video is one of the most engaging types of content on social media, just be sure that you are using some subtitles for people who watch videos with the sound off.
Brand ambassadors/Influencers: Partnering up with brand ambassadors or influencers is a popular and efficient way to reach new audiences. It’s a great way to organically grow your reach to the larger audiences of influential people.
Last but not least, if you have spare money to burn and don’t want to be bothered with the nitty gritty, you can always outsource your work to marketing agencies that are well-versed in the cannabis space.
While it may seem tempting to blast sales promotions and your new products online, stop. You can get red flagged or even have your account deactivated. Remember that your followers want to patronize accounts that give them valuable content because truly valuable content stands out in a sea of many other cannabis brands that are already trying to do the same thing as you are.
People don’t want to be pitched to all the time. Don’t post images of the cannabis plant heavily since this won’t appeal to everyone (such as seniors who are looking for information) and this can also get your page red flagged.
Follow the best practices and eventually you’ll get the hang of what you should and shouldn’t do on social media to grow your business. Social media rules may never change, so it requires adaptability in part of businesses who want to succeed on their platform.
This article originally appeared on Cannabis.net and has been reposted with permission.
The Fresh Toast is a daily lifestyle platform with a side of cannabis. For more information, visit www.thefreshtoast.com.