Riding the Wave: Navigating the 2024 Cannabis Social Media Landscape
Find your brand’s high point in the static of cannabis social media.
In cannabis social media marketing, adaptability is key. While once challenging, new opportunities are emerging on platforms like Twitter (X) and Tumblr. However, success hinges on community building and engaging content, not direct sales. With an emphasis on engagement and brand recognition over direct ROI, adaptable brands stand to unlock fresh opportunities in this rapidly evolving landscape.
Back in February 2022, we painted a gloomy picture of the cannabis social media landscape. With data as our guide, the harsh realities of the online climate, and Mark Zuckerberg’s face etched in our nightmares, we proclaimed “Don’t get your hopes up!” to emerging dispensaries, growers, cultivators, and processors.
But here’s the thing about social media—much like the cannabis industry, the outlook can turn on a dime.
Once steeped in controversy and stigma, our favorite plant now comfortably inhabits mainstream acceptance. In the span of a decade or so, this herb transitioned from dangerous vice to therapeutic agent and recreational sensation. Social media is even more susceptible to change, with the birth of new platforms, the demise of others, and the dramatic transformation of established ones over the span of one calendar year.
The relationship between cannabis and social media has been a complex one, marked by stringent restrictions and cautious steps forward. It’s an arena that demands constant agility and strategic finesse from cannabis brands to leverage these platforms successfully.
Social media platforms have their individual personas, rules, and algorithms. Each presents unique challenges and opportunities for cannabis marketing. But a shift appears to be in the making, with barriers once thought impenetrable beginning to fade. Brands willing to adapt, experiment, and step outside their comfort zones might soon realize unprecedented online opportunities.
Let’s examine the nuances of different platforms, from Facebook and Instagram to Reddit and Twitter, and uncover how they’re shaping the social media landscape for the cannabis industry.
Are Social Media Platforms Cannabis-Friendly?
So here, we are—one year older and wiser. Examining the landscape today, it’s clear that the once rigid social media platforms appear to be softening their edges, adjusting their stance, and hinting at a possible embrace of the cannabis world.
Social media platforms are an indispensable lifeline for brands, serving as a powerful tool for raising awareness at a relatively low operating cost. Given that most of the cannabis industry currently functions with a desperately low marketing budget, social media is often the only option for sustainable brand expansion.
But, as we’ve previously stated, the alliance between cannabis and social media is riddled with complexities. Each platform lays down its distinct set of rules and exhibits unique attitudes towards the cannabis industry. One day you’re going viral on Twitter, the next day you’re shadowbanned on Instagram.
In a May 2023 interview with MG Magazine, founder and CEO of the Cannabis Marketing Association Lisa Buffo described the threadbare relationship of cannabis and social media platforms.
“The current landscape of cannabis social media is still highly restricted but slowly improving,” said Lisa, adding, “Twitter has started to take cannabis ads and Google has relaxed its policies for CBD advertising. This is a positive sign, as these changes have happened prior to any substantial change in federal policy.”
But before opening the company coffers and investing heavily in social media, cannabis marketing directors must take a step back and learn the challenges and opportunities involved with each platform.
Challenges and Opportunities
It’s crucial to understand these trends as you navigate the current cannabis climate and make your way toward sound financial decision-making.
The whispers about platforms such as Twitter and Tumblr offering paid advertising opportunities for cannabis brands are starting to grow louder. Yet, these steps towards acceptance are not without caveats. Twitter’s high advertising rates are viewed by some as a mere cash grab, especially in a period of budgetary conservatism in the industry.
Meanwhile, Tumblr, a platform now far from the social media limelight, seems to be using cannabis advertising as a potential resurgence strategy—who knows how it might end up treating cannabis if the platform ever crawls its way back to relevance.
Here’s a rundown of how today’s social media platforms engage with cannabis:
- Facebook and Instagram: Despite the sweeping changes across the landscape, these Meta platforms have largely maintained their strict cannabis policies. This rigidity makes it a gamble for brands to channel significant resources into these platforms.
- LinkedIn: Its professional demeanor makes it a hidden treasure trove for B2B interactions within the cannabis industry. The opportunity to connect with professionals and businesses alike can make LinkedIn a valuable tool in a comprehensive marketing strategy.
- Reddit and TikTok: These platforms are generally more liberal in their content policies, making them fertile ground for cannabis brands. Their highly active, engaged communities can serve as a catalyst for organic brand growth if navigated carefully.
- Twitter: Its recent, somewhat tentative, foray into the cannabis world might prove advantageous for those brands that can meet the platform’s high-cost threshold. Brands with ample resources could explore this avenue for reaching a broader audience. That is, if Elon Musk doesn’t torpedo the platform first.
- Tumblr: This platform, despite having lost some of its earlier luster, is making a potential comeback by allowing cannabis advertising. While it might seem like a desperate attempt to revive its user base, it could provide an opportunity for cannabis brands to reach niche communities.
- Threads: As a new player in the social media sphere, Threads presents a bit of a mystery in terms of how it will move forward with cannabis. While its infancy offers the chance to capture an early audience, it is run by the historically narc-like folks at Meta.
Cannabis Social Media Marketing is a Moving Target
All things being equal, it seems the cardinal rules of cannabis social media still hold strong: steer clear of showcasing consumption or direct sales, and focus on building and engaging a community around your brand.
Let’s be honest—the unexplored nature of the cannabis industry is probably one of the reasons you got into it in the first place. As such, the concept of an ever-shifting landscape probably doesn’t faze you in the slightest.
Change is the only constant in the shared world of cannabis and social media. Your strategy must be equally fluid, adapting to the ebb and flow of trends, policies, and user behaviors:
Algorithms
The algorithms that dictate content visibility are constantly evolving. Staying on top of these changes is critical to ensure that your content cuts through the noise and reaches your intended audience. Regular audits of your performance data and staying updated with platform algorithm changes are crucial practices.
Content
Creating content for the cannabis industry is a tightrope walk, balancing compliance with platform rules and producing compelling content that resonates with your audience. This requires a keen understanding of both platform policies and your target audience’s preferences and needs. Creative storytelling, emphasizing education and community, often hits the mark.
Engagement
With direct sales being a no-go area, brands need to pivot towards fostering strong communities. Cultivating a sense of belonging among your followers, initiating meaningful conversations, and being responsive are the keys to driving engagement and loyalty.
Optimization
Achieving optimal reach requires constant experimentation. This could involve testing different content formats (infographics, videos, long-form posts, etc.), posting at various times to find when your audience is most active, and refining audience targeting strategies. The aim is to discover what works best for your brand and audience.
Metrics
Traditional metrics might not paint the full picture of success in the cannabis social media world. Rather than expecting a direct ROI, focus should be on softer, yet equally important metrics. These include engagement rates, community growth, and brand recognition. Monitor these over time to assess the health of your social media efforts, and be open to adjusting your success indicators as your strategy evolves.
Embracing the Future of Cannabis Social Media Marketing
Let’s not forget how far we’ve come since that article from February of 2022. Back then, the idea of a home for cannabis on social media seemed as unlikely as finding altruism in a billionaire. Today, the tide shows signs of turning—perhaps not as quickly as we want it to, but every inch counts.
The connection between cannabis and social media remains tenuous, challenging brands to display strategic prowess and flexibility. But companies ready to adapt and break the mold are the ones that will seize the fresh digital opportunities that lie on the horizon.
So, will you ride this wave or watch from the shore? Reach out to us at Hybrid Marketing Co, and let us guide your brand to conquer the emerging social media landscape.
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Aaron Rosenbluth
- Aaron is Hybrid Marketing Co's Content Director. He loves writing blogs. He's written so many blogs that he's lost count. Beyond his skills as a writer and storyteller, he's an obsessive reader and researcher. Aaron writes on subjects ranging from cannabis to collaboration, social equity to HR software, and interior design to cybersecurity. His words attract, engage, and convert. By the way, Aaron hates the phrase "content is king."
