Navigating the Weird World of Cannabis Social Media
Brands rely heavily on social media to raise awareness. With relatively low overhead costs and the potential for considerable reach, a robust social media strategy is crucial for sustainable growth. Compound that with the fact that nearly half of industry operators have an annual marketing budget of less than $50,000 , it’s clear social media is a must. But the relationship between cannabis and social media is fraught, filled with drama and intrigue at every twist and turn. Things seem to evolve on a daily basis, with each platform offering unique rules and attitudes toward the plant. One minute you’re going viral for an industry update on LinkedIn , and the next, your brand’s account is removed from Instagram for a seemingly innocuous post. Censorship issues, lack of opportunity for paid ads, and risk of account deletion are just a few of the struggles cannabis companies face on social media in 2023. In fact, 85 percent of survey respondents in last year’s New Frontier Data/Cannabis...