Why the Cannabis Industry Needs Instagram Marketing

3 Ways Instagram Marketing Will Attract Your Target Audience in the Cannabis Industry

The cannabis industry faces extreme restrictions when it comes to online advertising—especially on social media. Instagram’s Community Guidelines forbid the buying and selling of “illegal drugs,” even if it is legal in your region1. For example, while many states have legalized the use of cannabis, it is still illegal at the federal level. The tricky part is Instagram can be inconsistent about deleting cannabis accounts.

Here are three ways you can still attract your target audience by adhering to Instagram marketing rules.

1. Users Are More Likely to Engage with Businesses

In recent years, Instagram has introduced e-commerce features, making it easier for users to find and purchase new products. While cannabis companies cannot sell on the platform without the risk of violating rules, they can still take advantage of these features. According to Instagram, 60% of users say they discover new products on the app, and 80% of accounts follow a business page2. Users on Instagram more than welcome company accounts and are willing to interact with them. For a cannabis brand, this platform is an excellent way to reach people that are open to making conversions.

2. It’s Easier to Be Discovered Organically

While Instagram does offer paid advertising, there are several ways to be found organically. This tactic is especially useful for cannabis businesses, as they are not legally allowed to utilize paid ads on social media. Here are a few tips to follow to get your cannabis account on the coveted explore page.

  • Prioritize EngagementWhereas many marketers may believe a high follower count is everything, engagement, such as comments and shares, is far more valuable. 
  • Increase Post FrequencyWhile you don’t want to overload your followers, posting daily is a great way to better your chances at increased visibility. 
  • Use the Right HashtagsInstagram allows up to 30 hashtags to be used within one post, meaning you should utilize a range of high to low competition keywords.

3. There’s a Focus on Brand Awareness and Loyalty

Whereas other industries may focus their social media efforts on sale conversions, cannabis companies should make their goal about boosting brand awareness and loyalty. While we covered Instagram as a great platform to reach new audiences, your profile must keep the user interested and convey your branding message. Stay away from posting photos that show the use of cannabis and instead diversify your content with lifestyle imagery. By focusing on engagement, you can interact with your audience and foster meaningful customer relationships.

Launch an Instagram Marketing Campaign for Your Cannabis Business

Social media is an irresistible piece to a cannabis business’ overall digital campaign. To get started with Instagram Marketing, work with the digital strategists at Herban Creative. Our team is up to date on advertising regulations and can grow your social media presence the right way. Contact us today to learn more!

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