Social advertising is the process of creating clickable ads to reach target audiences via social media platforms. Companies use social advertising campaigns to build brand awareness and generate sales revenue.
It is clear that social media is a critical form of advertising for cannabis companies, however, the reality of running a social media account for a cannabis company is more like living in an alternate reality.
The amount of time and effort dedicated to producing worthy content for these networks is a gamble. Months and years of work can be wiped out with little transparency according to “Community Standards”. Many cannabis businesses find it worth the risk because of the scale of user interaction; so many people rely on social media for their news and information.
Even companies who are listed on the stock exchange had their accounts shut down by mainstream social networks and associated search engines. Many online stakeholders are complicit.
The vast power technological giants gained under the radar allow them to influence business and politics, effectively providing swiping powers to veto any action they deem inappropriate. While the world largely operates on democratic values, the power obtained by social networks was gained by uniformed users seeking instant gratification provided by these private and publicly traded companies.
These companies act as a cartel to regulate the price of traffic and alter the topic of conversation.
While there are some cannabis large corporations, the majority of cannabis businesses are small to medium in scale. Here are some tips on how to stay relevant and maintain your online presence.
When you have many channels driving traffic you are less affected by one particular channel. Cannabis Policies vary from platform to platform, while non promote the content some are more forgiving than others.
Users on various platforms consume content differently and therefore react differently to content. What may be a success on one platform can have negative consequences and penalties on another. Choose specific content for each platform and hope your exposure is not affected.
Create content with added value, educate, inform or spread positivity. Always consider your customer’s perspective and allow it to shape your future posts. Never underestimate the value of free resources or convenience.
Request positive interactions Like Shares and Signups. These actions will signal the platform that your content is a welcome addition to the network. While these actions indicate interest, the post does not belong to you and can be deleted by platform staff.
If any violation occurs delete the post and stay off the network for 7-10 days consecutively. Do Not be tempted by messages urging you to login. These platforms rely on constant uploading to provide an environment that lewres users to engage more. On a large scale the Cannabis Industry has the ability to directly and inadvertently affect profitability and user engagement.
As a society we are just beginning to understand the value of data. Allowing the platforms to control your company’s data is giving away assets. Be prepared, Collect Data independently so you can communicate with your customers directly.
Forget about ROI
There are algorithms that determine the price for every media slot and monitor ad performance, outliers are brought to marketing teams who ensure the advertisement conforms to their standards “improving advertising relevance”. The best any advertiser in the cannabis field can hope for is increased brand awareness without additional penalties.
While the world is becoming dependent on online services, excluding cannabis companies from mainstream communication channels and credit lines is hindering growth and extending the cannabis prohibition into the 22nd century.
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