The world of social media has endless possibilities, especially in a time when technology relates to every entrepreneurship, taking into account that the majority of people enclose their opinions in a “like”. Many companies use this great tool as a strategy for visibility, reach and worldwide recognition. Therefore, the possibility of growth of a company is infinite, especially due to the valuable content of each network, especially in the very popular application and social network Instagram.
However, this can be a Pandora’s Box in the cyber community since despite the advances in the cannabis industry, the companies and brands that have prospered, there are many others that have been censored, because of the taboo around the plant. This has caused brands to act with caution through an uncertain path in the networks, which is why they must stick to the regulations established in them.
Social media platforms have allowed cannabis brands to grow, many of these have been able to gain thousands of followers; some of these brands or companies have followed the standards used by social media experts. Unlike many other industries, cannabis brands are encouraged to use social media as a lifestyle brand, using their channels to start the conversation with followers rather than generate sales. “If you’re selling a product directly or linking to your website, don’t show the cannabis,” suggested Harrison Baum, CEO of the Daily High Club. “If you show cannabis, don’t act like you’re selling it,” he added.
In this sense, although cannabis is currently legalized in Canada, brands and individuals like Adam Greenblatt, CEO of BetMGM, who posts content on their accounts on a regular basis, must adhere to the rules of US-centric social media; he considers that he has remained unharmed because he does not show or use cannabis, instead he maintains the educational or sarcastic tone: “That said, other science-focused creators have been banned from TikTok for no apparent reason.”
Maria Brasco, from MATTIO Media Communications, manages numerous clients in the cannabis industry and reports that few things have been effective so far. She has studied specific tactics, such as prohibiting content from reaching underage users through an age gate, but that hasn’t quite worked. According to Brasco on Instagram, “Accounts that make a mistake are being penalized, while their colleagues in the industry blatantly ignore the rules, and nothing happens,” she said, referring to the Wild West-style confrontations.
Despite these statements and the opponent taboo, cannabis remains in the struggle to stand out in all processes and in all existing ways; especially social networks where it should be known for its progressive acceptance.