The cannabis industry is relatively new. The sensitive nature of marijuana makes it hard for growers to perform their day-to-day activities. This is best seen when it comes to advertising.
Unlike your traditional products, most advertisers will not promote cannabis. Even if it’s allowed by law, the companies are usually shy when it comes to this plant. In a way, it makes sense.
Nowadays, marijuana is often referred to as medicine, but still, the majority of people think of it as a psychedelic substance. The stigma remains, and until it is lifted, we will need to wait patiently.
Very limited advertising options are a problem
Given the limited marketing opportunities, cannabis companies usually focus on search engine optimization. It is possible to optimize your website pages, so they are more visible to search engines.
Unfortunately, cannabis SEO takes time, which is why a lot of entrepreneurs try their luck with ads and, in particular, pay-per-click.
Google Ads, Facebook Ads, Twitter, and Instagram all have their specific rules when it comes to cannabis. Some of them (like Twitter) are prepared to ban accounts that mention cannabis in any way. Google, for example, doesn’t allow cannabis ads. Although this sucks, there are workarounds.
In this article, we will focus on cannabis advertising on Instagram. What are your limits as a cannabis brand? How far can you go?
Keep reading to find out!
Don’t even think about paid ads
As already mentioned, Instagram is pretty restrictive when it comes to paid ads. If the moderators catch you positing ads about marijuana or ads that are related to the plant, you can get in lots of trouble. It is much better to avoid it.
Otherwise, you will endanger your account and might even get a ban. Instead, you should focus on developing your own network by increasing the number of followers
Linking to a commercial cannabis site is a no-go
Any indication that you have a commercial intent can pose issues for your account. The company has done everything in its power to make cannabis advertising on Instagram, a choir.
For example, if you directly link to your site, there is a chance they will ban you for life. So, you can’t use ads, and you can’t link to the site. How do you approach the issue? It’s simple! Link to one of your other profiles.
There are various platforms that you can utilize for this. Keep in mind that other social media platforms can also be problematic so think hard how you’re going to connect all of this.
Place focus on long-term
New cannabis growers are often stretched too thin when it comes to marketing. Most of them had to invest heavily in the project. They need a quick return on investment to stay in business.
Unfortunately, it is hard to promote a new cannabis company. As a result, some people may get stranded not being able to find a proper market. No matter what, you need to focus on long-term success.
Although Instagram may not provide a quick return, it is the future you should be focusing on. As more states legalize marijuana, social platforms will adopt a more lenient stance.
When that happens, you will already have a fully developed network. All you will need to do is to place a link to your site and start selling like crazy.
Create educational content
Due to the nature of the issue, you will have to avoid creating commercial posts. Instead, it is best if you focus on creating images and videos that can be regarded as educational.
Remember that there is always something to talk about when it comes to cannabis. You can compare strains, give tips on how to get higher yields, talk about CBD benefits, etc. Some growers will think that this is unnecessary; that this will not increase the sales.
However, given the limited marketing opportunities, this is perhaps the best way to drive traffic to your profiles. One way or another, people will realize that you’re actually selling cannabis.
Connect with cannabis influencers
Like with any other product or service, it is very important to connect with influencers. They can promote your company from the outside, without ever endangering your Instagram profile.
Keep in mind there are a lot of people who use marijuana in one way or another. Whether we’re talking about CBD marijuana or just plain old psychedelic weed, there are people who will be interested in buying it. So, it’s not as if you’re wasting your money going to an influencer who is not specialized in the product.
Of course, you will get much better results if you connect with the real cannabis influencers, but other people with significant followership can also do the trick.
It seems that Instagram is a bit more lenient when it comes to cannabis. But that doesn’t mean you should relax.
If you truly want to do cannabis advertising on Instagram, you need to be smart about it. Make sure to avoid commercial messages and, instead, try to provide value to people following your account.
If you do everything right, your channel will slowly start growing, and ultimately, you will be able to drive much more targeted traffic to your website.