Updated April 4th, 2022

Instagram debuted just over a decade ago in 2010, which is virtually a lifetime in mobile app years. And since that very first post, it’s quickly evolved into a social media giant with more than 1 billion users and counting.

Today, brands like National Geographic, Nike, and even NASA have followings that number well into the millions – which means that, on any given day, they’re reaching hundreds of thousands of people via share-friendly content. A single post has the power to inspire action from new and existing consumers alike, driving valuable traffic, boosting sales, and even strengthening brand identity.

For these reasons and more, making Instagram a staple of your cannabusiness marketing plan is a no-brainer. Whether you’re running a dispensary, a newly-debuted cannabis brand, or any other type of marijuana business, learning how to market cannabis on Instagram is necessary. But a successful social media presence requires more than just a smartphone; in fact, you’ll need some concrete strategies to see results in the form of increased cannabis sales, traffic, and customer trust.

In this guide to Instagram for cannabis, we’re breaking down our top tips for building a fantastic foundation for effectively marketing your business and becoming a social media star of your own making.

Six Tips for Building a Cannabis-Centric Instagram Account

So you’re ready to break into the world of social media and start racking up the followers and likes – but how can you be sure that you’ll stand out from other cannabis brands, comply with cannabis content regulations, and stay true to your brand, all at the same time? Plenty of businesses within the cannabis industry are using Instagram as a marketing method, so it’s vital that you use every advantage possible.

We’ve compiled our six best tips for cannabis brands on Instagram, outlining the best practices for establishing a thriving presence that pays off in profits, traffic, and brand exposure alike.

1. Post quality cannabis content on a consistent and strategic schedule.

When it comes to your social media strategy, content is king. Particularly for cannabis social media, when and how much you post can be critical determinants in your success. Although there’s not necessarily a secret formula that tells you the best time to post on Instagram – or exactly how often – posting once or twice a day is a good rule of thumb. Ideally, you should aim to post around the same time every day so that followers know when to expect new content from you.

Consistency is the difference between a steadily-growing follower count and one that quickly plateaus, so be prepared to make regular appearances. People expect to be continuously engaged by a brand; otherwise, it becomes all too easy to forget about you entirely. Of course, posting subpar content is just as big of a mistake as going “off the grid.” Your audience can quickly hit the “Unfollow” button if they feel that you don’t measure up to their expectations for quality and relevancy, so create your content accordingly.

Keep in mind that because Instagram has created so many ways to share content, posting once or twice daily isn’t necessarily a hard and fast rule. For example, you can upload one post per day but then sprinkle in Instagram Stories to encourage engagement anytime. Ultimately, it’s all about finding the balance between what works for you and what connects with your target audience most effectively.

2. Create all types of cannabis content.

Sometimes, it seems like every time new Instagram updates are released, there’s a new type of content to learn. There’s no shortage of options for getting creative with content from Stories and posts to Guides and Reels (the most recent debuts).

For brands on Instagram, the different ways to serve visual content are among the most significant benefits of using Instagram for marketing. With various mediums at your disposal, you can achieve maximum engagement with the broadest range of followers possible. Look at it this way: for some Instagram users, a quick scroll through Stories is how they spend their time on the app. Others prefer to stick with the classic feed filled with photos and videos. If you’re making content that ventures into all the different forms, you have the best chances at reaching a large audience.

Aim for the right balance of photo and video content, mainly because each type tends to perform differently – and thus serve different goals.

3. Engage with cannabis influencers, other cannabis businesses, and everyday users alike.

Paid ads for cannabis on Instagram are going to be out of the question (for now, at least), so you’ll have to get creative in terms of outreach efforts. Engagement will be one of your best bets for using the social media platform to its peak potential. Through comments, likes, direct messages, and other interactions, you can build great relationships with a diverse range of accounts. Not only does this help establish your online presence, but it can also solidify brand loyalty.

Who you engage with is going to depend on your specific business, area, and niche. For example, a Phoenix cannabis dispensary can follow and interact with popular brands and industry leaders in the local community. If you’re a cannabis brand, look for your distributors to find a starting point for productive engagement.

Instagram influencers are another great way to reach a large audience. With some time and effort, you can construct a roster of relevant influencers to benefit your brand. With a minimal investment, you can multiply your audience considerably – and network with people in and out of the industry at the same time.

4. Repost and share high-quality, relevant cannabis content.

It might seem counterintuitive to share content from other cannabis creators, but it’s one of the best ways to build a bond with relevant accounts within your niche. Repost and share posts in your main feed and Stories, making sure that you always give credit to the original poster. Remember to tag the source in both the caption and the image itself, clearly indicating your connection to the relevant account.

Before you get too share-happy, keep your brand personality in mind; even though many people create excellent content online, not all of it will align with your brand. Your account should always be cohesive with your brand identity, and that includes reposts and shares. The goal is to make your brand content so recognizable; your followers instantly know it’s coming from you before they even see your name at the top. If you’re confident that what you’re sharing stays within that “zone,” then post away!

5. Make the most of the available features.

When you launch an Instagram content creator account, you instantly gain access to valuable Instagram Business Tools and features. For example, the metrics on a specific post can tell you how successful it performed (or didn’t), giving you useful data for future content. You can also add call-to-action buttons on your profile, incorporate links, and set up a minimum age for users to view your content.

There are also a variety of add-on apps you can use to support your Instagram efforts. With a well-rounded collection of support apps, you can do everything from creating unique photo and video content to get a better view of follows, unfollows, and other activities.

6. Be aware of Instagram’s content guidelines – and take extra steps to protect your account.

It’s no secret that there’s plenty of gray area within the cannabis industry, mainly because marijuana has yet to be legalized on a federal level. As a result, nearly every social media platform has taken a “better safe than sorry” approach when it comes to cannabis content restrictions.

While it might be tempting to brush off the Instagram Community Guidelines, taking the rules seriously is essential. The guidelines specifically state that “buying or selling firearms and illegal or prescription drugs (even if it’s legal in your region) is not allowed,” which means that buying and selling cannabis is off the table – regardless of the laws where you’re at.

Unfortunately, Instagram can often be inconsistent when it comes to enforcing these rules. So, you might see some marijuana brands defying the guidelines with no apparent penalty. However, taking your chances with restricted content isn’t worth it. Your account can be suspended – or even deleted – wiping out your marketing efforts completely.

Discover How to Use Social Media Marketing for Cannabis with Help from Marijuana Marketing Xperts

No matter what industry you’re in, navigating social media can be a challenge – but for cannabusiness owners, the journey can be additionally challenging. From keeping up with the latest content rules to connecting with the right online users at the right time, using Instagram to build your cannabusiness is no small task.

Why not take advantage of the experience, skill, and resources that the experts have to offer? At Marijuana Marketing Xperts, we’ve mastered the art of cannabis-centric advertising. Our team understands what it takes to reach your niche audience, using a savvy approach that balances smart strategies and industry compliance.

Get more information about how to build a cannabusiness following on Instagram using our expertise as leverage by reaching out to Marijuana Marketing Xperts today.