The cannabis industry is still in its infant stages in the United States. Despite the fact that many states have voted to legalize or decriminalize marijuana, it’s still illegal on the federal level.
This strange legal limbo has made it difficult for entrepreneurs to get banks accounts, pay taxes, and simply run their business.
It’s also made cannabis marketing extremely difficult.
The Murky World Of Cannabis Marketing
Many marketers and people in the business world have been struggling to find a way to legally market their products.
Thanks to a stipulation in the Controlled Substances Act, “communications facilities” cannot advertise Schedule I drugs.
Communications facilities can mean nearly everything under the sun. Big cable conglomerates, newspapers, and even the people that make billboards fall underneath the “communications facilities” umbrella.
Technically, broadcasters in states where marijuana is legalized are allowed to advertise the substance. But many are wary to because of the way the FCC gives broadcasters fines.
Because of marijuana’s complex legal status, many aren’t willing to risk possibly upsetting FCC members in states where it isn’t legalized. The potential loss of profits and restrictions is too big of a risk.
But luckily, internet advertising has helped some people get around these restrictions.
Cannabis Marketing And Social Media
The internet and especially social media platforms have given people a way to do cannabis marketing without stepping on any legal toes. You can utilize all of today’s hottest marketing trends, but you need to do it carefully.
Despite this, some people still run into issues on popular platforms like Facebook, Instagram, and Twitter. They all have rules that prohibit people from advertising illegal substances.
These platforms have been inconsistent in enforcing this rule, and the changing legal status in different states make it even more difficult.
Some people who have had profiles for their legal cannabis business for years can come on one day to find them shut down.
If you want to avoid this problem, follow these tips when you’re using social media for cannabis marketing.
Don’t Use The Word Cannabis
Using the terms cannabis and marijuana in your ads is a sure way to get them taken down and your account suspended.
If you want to avoid problems in your ads, avoid using the words cannabis, marijuana, pot, and other terms for the substance.
Use terms like “dried herb” and “dried flower”. They don’t mention the drug, but people will know what you mean.
Don’t Show The Substance
If words like cannabis and marijuana can get you banned, pictures of the substance will do the same.
Luckily, there are ways for you to pick beautiful and relevant images for your ads that don’t have to show the drug.
Consider using pictures of grinders, vaporizers, and other related products.
Get Creative With Your Posts
The key to using social media for legal cannabis marketing is to be as subtle as possible with what you’re selling.
Find ways to showcase your product, but don’t do it in a very direct manner.
You may not want to show a picture of a customer lighting their pipe, but a picture of someone exhaling smoke is pretty harmless.
Show off customer reviews where people are happy with your product, but only choose the ones that don’t use direct terms.
Next Steps
Now that you know how to utilize cannabis marketing in social media, it’s time to branch out to other areas.
Check out our ultimate SEO checklist. It’s full of simple tips you can do to ensure that your website is fully optimized for SEO.
And if you have any questions about marketing, be sure to contact us so we can help.