With the House of Representatives set to vote on legalizing marijuana at the federal level by the end of September, many cannabis industry experts believe that it is a foregone conclusion that all cannabis products will be legalized at some point in the near future. Pair that with the decriminalization efforts already occurring at the state level, and it is easy to see why the cannabis industry is experiencing a huge boom. While federal legalization efforts are still underway, the industry faces unique challenges due to the different marketing regulations. Here are a few do’s and dont’s to follow if your cannabis business is looking to utilize social media for brand growth.
DO NOT interact with underage accounts
Similar to how websites selling or promoting alcohol have a required “Are you over 18 years old?” verification before entering the site, cannabis accounts have to be extra careful to not interact with minors. The interactions we are talking about include following accounts, liking, and commenting on their posts. Users must be 21+ to follow, so be sure to manage your followers to ensure that you are not advertising to minors. Let followers come to you rather than you seeking them out.
DO engage with your audience
While interacting with minors is a big no, don’t let this dissuade you from properly engaging with your audience that is of age. Utilizing some of the basic tips we mention in other blogs like daily posting of high quality content is a must for any social media profile.
DO NOT conduct sales or sales inquiries via social media
Just because your state may have legalized cannabis doesn’t mean that all of your followers live in a place with the same regulations. Promote your store and brand, but don’t post any prices. Doing so may put your account at risk of suspension.
DO create a community around your brand
The community you create around your brand is essential to making your business stand out from the rest. Often with recreational substances like cannabis or alcohol, customers will go to the most convenient store for them, unless they have a favorite place they like to frequent. Community is the key to standing out.
These are just a few tips for managing a social media profile for any business in the cannabis industry. As the laws change, these guidelines will too, so be sure to stay up to date with the latest news and updates. Here at BloomSocial, we have worked with numerous dispensaries to help grow their brand and increase sales, all while sticking to the strict regulations around cannabis marketing. Reach out to us at firstname.lastname@example.org to learn more!