Social media has become a cornerstone of modern marketing. For many industries, it's a tool that helps brands connect with customers, drive traffic to their websites, and even convert sales directly through ads and posts. But the cannabis industry, with its unique legal challenges, has found social media to be a more complex landscape. Between strict platform guidelines, shadowbanning, and outright account removals, cannabis brands are often left wondering if the time and money invested in social media marketing is worth it.
We've been to a lot of cannabis grows. It's one of the perks of the job! Every place we visit, we hear some variation of, "We're growing the best weed in the state." And the truth is, most people are growing amazing cannabis. The problem is, there's too much amazing cannabis for markets that are artificially constrained by state lines. So you may be growing, processing, or retailing some of the most amazing products, but not enough people know about it.
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The Current State of Cannabis on Social Media
Social media platforms like Instagram, Facebook, and TikTok are some of the biggest marketing tools available today. However, for cannabis brands, navigating these platforms is uniquely challenging. The most popular social platforms have strict rules regarding cannabis content, making it difficult for businesses in this industry to promote their products. Whether you're a grower, dispensary, or marketer, there's always a risk that your account could be flagged or banned for promoting products that remain federally illegal, even if they're legal within your state.
This creates a frustrating environment for many cannabis businesses, as visibility on these platforms is limited, and growth often lags behind other industries. Without the ability to freely advertise or promote, cannabis brands face significant hurdles in expanding their reach. The restrictive nature of these platforms means that even businesses trying to stay compliant may struggle to gain the same momentum as other industries with fewer legal constraints.
A particularly common issue is shadowbanning, where content is hidden from potential followers without any clear violation of the platform's rules. Cannabis businesses often find that their posts don't reach as wide an audience as expected, stunting their growth and engagement. In some cases, entire accounts have been deleted with little to no explanation, leaving brands scrambling to rebuild their social presence from scratch, losing years of work in the process.
The Benefits of Using Social Media for Cannabis Marketing
Despite these hurdles, social media still holds significant value for cannabis brands. One of its most powerful advantages is its ability to build brand awareness. While state lines may limit the physical reach of cannabis businesses, social media helps expand their digital presence far beyond local borders. Platforms like Instagram and TikTok, which prioritize visual content, are ideal for showcasing stunning cannabis products, cultivation processes, and brand aesthetics, allowing cannabis companies to captivate and engage audiences globally.
In addition to raising awareness, social media provides a unique opportunity for cannabis brands to engage directly with their audience. Education is a crucial component of the cannabis industry, and social media platforms serve as an ideal space to share information, dispel myths, and provide valuable insights. By offering educational content, cannabis companies can position themselves as trusted authorities, helping to break down the stigma that still surrounds the industry and foster more informed, open conversations with their followers.
Moreover, the interactive nature of social media allows brands to build strong relationships with their audience through consistent engagement. Whether through comments, direct messages, or shares, these interactions give cannabis businesses the opportunity to cultivate a loyal community. Over time, this community of engaged followers becomes brand advocates, promoting the company to their own networks and driving organic growth. In this way, social media helps cannabis brands not just build awareness but also foster trust and loyalty, creating a powerful ripple effect in their marketing efforts.
Why Social Media Is Often Low ROI Across All Industries
It's important to recognize that the challenge of low ROI on social media isn't unique to the cannabis industry. In fact, many industries face similar struggles when it comes to leveraging social media effectively. Over the years, organic reach on platforms like Facebook and Instagram has steadily declined, making it harder for businesses to get their content seen without paying for ads. Today, "pay-to-play" has become the standard approach, where companies need to invest in paid ads to gain visibility. However, even with paid social ads, the returns on investment are often modest, leaving businesses to question whether the effort is truly worth it.
One major factor contributing to low ROI on social media is the overwhelming volume of content competing for attention. Billions of posts are published daily, meaning businesses need either a huge budget or an already established presence to rise above the noise. For smaller brands or those just starting out, it can be difficult to stand out without significant investment in high-quality content and frequent paid promotions. Social media may offer the potential for viral growth, but for most businesses, it’s more of a long-term brand-building tool than an immediate driver of sales or conversions.
The cannabis industry faces these same challenges, but with the added layer of restrictions on advertising and content promotion. Because of these limitations, cannabis businesses often see an even slower return on their social media efforts compared to other industries. While social media remains an essential part of building a brand, the direct results in terms of conversions or revenue are typically low, especially when compared to other digital marketing channels like SEO or email marketing. For cannabis brands, the ROI from social media tends to manifest more in the form of brand recognition and engagement rather than immediate sales.
The Risks and Limitations of Social Media Marketing for Cannabis
The inherent risks of social media marketing in the cannabis industry go far beyond the low ROI commonly experienced by other sectors. One of the most significant concerns is the possibility of account suspension or outright deletion, which can instantly erase years of effort. Brands spend countless hours building a following, creating content, and engaging with their audience, only to risk losing it all in a moment. This is particularly problematic for cannabis businesses that rely heavily on social platforms to communicate with customers, especially since other marketing avenues are limited by legal constraints.
Another major limitation for cannabis brands is the highly restricted ability to advertise on social media. While most industries can leverage paid ads to drive traffic, sales, and engagement, cannabis companies often face insurmountable hurdles when trying to promote their products on major platforms like Facebook, Instagram, or TikTok. Even if ads don't directly mention cannabis products, they can still be flagged or rejected due to the strict policies governing cannabis-related content. This limitation forces cannabis brands to depend on organic growth, which is a slower process with fewer guarantees, or on influencer partnerships, which can be inconsistent and difficult to manage at scale.
Because of these restrictions, cannabis businesses must operate within a narrow framework on social media, relying on strategies that aren't as easily scalable as paid advertising. Organic growth can only take a business so far, and influencer marketing—while helpful—has its own limitations in terms of reach, control, and engagement. These risks and limitations make social media marketing in the cannabis industry a delicate balancing act, where brands need to be creative, compliant, and patient while navigating a highly volatile environment.
Making the Right Investment Decision for Cannabis Social Media
So, should cannabis brands invest in social media marketing? The answer isn't a simple yes or no. Social media may not be a guaranteed high-ROI channel, but it remains essential for brand visibility, engagement, and community building. Despite the challenges, social media allows cannabis companies to establish their identity, connect with their audience, and educate potential customers. However, it’s important to recognize that social media works best when used as part of a larger, more comprehensive marketing strategy, rather than being relied on as a standalone tool.
Data-driven decision-making is key to navigating the unpredictable landscape of social media marketing. Brands should continuously track metrics such as engagement, follower growth, and post-performance to understand what’s working and what isn’t. This kind of analysis allows businesses to pivot their strategies when needed, ensuring they aren't pouring time and money into tactics that fail to yield results. By adapting and making informed decisions, cannabis brands can maximize the benefits of social media without succumbing to its pitfalls.
Equally important is the diversification of marketing efforts. While social media has its place, relying solely on it can leave cannabis brands vulnerable to the platform's risks and limitations. Combining strategies like SEO, email marketing, and content creation with more traditional advertising in cannabis-friendly spaces can help create a well-rounded approach that boosts visibility and customer acquisition. Social media should serve as one of many tools in your marketing arsenal, complementing a broader, more sustainable strategy that drives growth and engagement across multiple channels.
Partner with The Hood Collective for your Cannabis Social Media Marketing
While the ROI of social media marketing in cannabis may not be as high as in other industries—or even within the cannabis industry itself—it still plays a valuable role in building awareness and engaging with your audience. But the risks and limitations are real, and cannabis businesses need to navigate this space carefully.
At The Hood Collective, we understand these challenges. Our expertise in cannabis marketing, coupled with a deep understanding of the industry's restrictions, allows us to help our clients make informed, strategic decisions. Whether you're just getting started or looking to scale, we’re here to help you create a marketing plan that works for your unique needs. Let’s create something great together. Reach out today to learn more about how we can help you navigate cannabis social media and beyond.
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