With Instagram on track to have one billion users, marketers across every industry are rushing to make impressions on the users. Instagram has the ability to change buying habits, as GlobalWebIndex reports that 54% of social media users use social media to research products and 71% are more likely to purchase products and services based on social media referrals.
Despite the unlimited potential, cannabis retailers have the disadvantage that is Meta’s terms of service; while being federally legal in Canada & legal in the state they operate in, Meta seemingly has a zero-tolerance for promotion of cannabis brands (unless you’re Tweed, who is verified and has not been stricken down as of this being published).
While there’s always the risk of being reported by a jealous competitor leading to removal of the page,if done right, a cannabis retailer can utilize Instagram to reach new consumers and build brand evangelists. Following the tips below can not only grow your online communities but lead to tangible results in-store.
Avoid Sales Lingo
The largest mistake that often leads to an account being removed is using sales terminology in an attempt to drive followers into the store. Instagram’s Community Guidelines state, “Buying or selling firearms and illegal or prescription drugs (even if it’s legal in your region) is not allowed.” This extends to driving sales to a physical location or website.
To avoid removal, don’t discuss prices, sales, or discounts and avoid publishing your menu. Try and keep your page dedicated to building the brand image, and when people inevitably inquire about pricing, encourage them to give the location a call to discuss inventory further.
Hashtags are Key
Hashtags are a built-in discovery tool that helps new users find posts & accounts they may like. Given Instagram’s stance with cannabis, many hashtags may be just as much a hindrance as a help, leading to a shadowban. While shadowbans don’t remove your account, they severely limit other users from discovering your page or seeing your post. A list of banned hashtags can be a handy tool for any marketer to develop.
While cannabis specific hashtags are a dangerous tool to use, instead use hashtags specific to your community. Through using localized hashtags (ex: #Toronto, #The6) you dramatically increase the likelihood of your content being seen by people who are actually able to visit your brick & mortar location. Best practice is to follow local influencers and businesses to observe what hashtags they are seeing success with, and take those which are applicable to you.
Avoid Packaging (Kind Of)
Cannabis packaging is one of the easiest ways to lose an account. Instagram’s algorithm has learned to identify Health Canada warning labels as well as the bright red THC logo apparent on every package. Posting standard packaging often leads to the post instantly being removed, and the account receiving penalties ranging from shadowban to account deletion.
While we do not recommend using any packaging for your Instagram, vanity packaging is a less risky option if one is adamant on showing off a product. Vanity packaging can often be found by simply reaching out to your local brand representative.
Create Community
Cannabis marketers often view Instagram as a digital space to place an advertisement and await magic. What needs to be understood is every interaction your account receives is coming from a real person who has chosen to interact with you - not simply a number. Building a sense of community on your Instagram is surprisingly easy:
- Every time someone comments on your post, take the time to reply. If the post is receiving high-traffic, even just liking the comment shows the users that their voice is being heard.
- Keep watch of your mentions! If a consumer has an amazing time at your store, they may share it with their followers as a static post or story post. If mentioned, sharing becomes extremely easy and shows them you appreciate the thought. If they post a product, we recommend thanking them privately in the DMs or even in the comments.
- Answer any and all DM’s, negative or positive, and thank them for taking the time to message. A great conversation will lead to retaining a happy customer or convincing a customer who had a negative experience to give your location another chance.
- Utilize your Instagram story to ask questions, collect feedback, and have fun little interactions with your customers.
Cannabis marketing on Instagram is a tricky, everchanging challenge. If your brand needs assistance, utilizing a team with a history of success will always be more fruitful than going it alone. For all your social media needs, contact grnhouse here.
