Cannabis marketing has been a difficult process due to strict regulations both legally and on digital platforms. Still, some social media platforms like TikTok provide an efficient gateway for brands to reach a niche audience.
The key to a successful cannabis marketing campaign is understanding the algorithm Tik Tok uses, which prioritizes discovery. Cannabis influencers and marketers have learned to use specific language, abbreviations, and slang to circumvent censorship. Hashtags such as “cannabis,” “weed,” and “420” can attract unwanted attention from the algorithm, which may group content under illegal activity.
Conversely, using urban euphemisms and slang can create a clique of IYKYK followers.
In addition, content on these platforms should be creative and diverse to increase engagement.
Picturesque videos are out, but marketers can be creative in their posts and use humor, entertainment, or information to educate their audience.
TikTok has strict rules about promoting certain products, including tobacco, drugs, and alcohol. Although cannabis is not explicitly mentioned in its guidelines, it remains a highly regulated substance in most parts of the world. Therefore, it is critical to exercise caution and avoid promoting cannabis in a way that could be seen as encouraging its use.
Creativity is critical to this. Use creative references that allow the public to know what you are talking about without being so direct for the algorithm, the subtlety that captivates the public is part of the magic of learning how to market cannabis.
An effective way to promote cannabis on TikTok is to create educational content that helps users understand the benefits of consuming cannabis products.
For example, you can create videos that highlight the medicinal properties of cannabis, such as its ability to reduce anxiety or relieve pain. This type of content can be very engaging and can help build trust with your audience.
We already mentioned this, but creativity is key. Think of a way to educate your target audience while sharing the benefits of your cannabis brand in a concise but not direct way.
Yes, we’ve said it many times before, but to stand out on TikTok, you have to be creative with your content.
Try experimenting with different types of content, such as short videos, memes, and animations. You can also create challenges or contests that encourage users to create their own content related to your brand. The key is to create engaging, informative, and entertaining content.
Don’t risk opening a cannabis social account without also ensuring a backup page that you can switch to if your account is deleted.
Even if an account is not deleted, it can still be negatively ranked by the algorithm, commonly known as shadow-banning. This means that your page will not appear on discovery pages or in search results unless a user knows exactly what page they are looking for.
When marketing cannabis on TikTok, it is essential to be transparent about your products and their effects.
This means being honest about the potency and dosage of your products, as well as any potential side effects. You should also provide clear instructions on how to use your products safely and responsibly.