Instagram Cannabis Policy for Marketers

Navigating Instagram’s cannabis policy can be tricky for marketers, but it’s not impossible. Here’s what you need to know in simple terms:

Instagram prohibits the sale and promotion of cannabis products, even in areas where it’s legal.
Content should focus on lifestyle and community rather than direct promotion of cannabis.
Educational content and news about cannabis are allowed, provided they don’t promote usage.
Influencer partnerships are a gray area but can be beneficial if compliant with FTC guidelines and Instagram’s policies.
Creative content strategies include showcasing your brand’s values, behind-the-scenes looks, and legal aspects of cannabis culture.

Remember, the goal is to engage your audience without violating Instagram’s rules. This approach helps build your brand while staying on the right side of the platform’s guidelines.

Prohibited Content and Activities

Instagram doesn’t allow:

Selling or trying to sell cannabis products or services
Sharing contact info like phone numbers, emails, or addresses
Showing people using, making, or giving out cannabis

Legal and Jurisdictional Differences

Instagram’s rules are the same everywhere, no matter the local laws on cannabis. Remember, just because it’s legal in your area doesn’t mean it’s okay on Instagram.

You also need to follow your local laws about cannabis, which might have extra rules.

Policy Enforcement

If Instagram finds content that breaks the rules, they might:

Take down the content
Temporarily lock accounts
Permanently close accounts after several issues

It’s tough to get your account back if it’s closed, especially if it’s for breaking the cannabis rules.

Account Recovery Options

Getting back a closed cannabis business account is hard. Instagram lets you ask for another review, but it’s rare for them to say yes.

To avoid losing your account:

Stick to the rules
Remove any old posts that break the rules
Don’t try making a new account if yours gets closed

Whether you get your account back depends on how serious and how often you broke the rules. But usually, if your account is closed multiple times, it’s gone for good.

Why Instagram is Critical for Cannabis Brands

Instagram is really important for cannabis brands because it’s a place where a lot of people spend their time. It has more than 2 billion people using it every month, which means your brand can be seen by a lot of eyes.

The platform is all about pictures and videos, which works great for cannabis brands. You can post cool photos of your products, fancy packaging, or even the inside of your shops to grab people’s attention.

Instagram is also where a lot of influencers hang out. These are people who can help spread the word about your brand. You can work with them to get your products featured in their posts, which can help you reach more people who might be interested in what you’re selling.

You can also tell your brand’s story in a real and engaging way using Instagram’s features like live videos, IGTV, Stories, and more. This helps you connect better with people who might want to buy from you.

Even though Instagram has strict rules that don’t let you sell cannabis directly or promote it too openly, there are still smart ways to use the platform to make your brand known and build a community around it. With so many people using Instagram and its focus on pictures and stories, it’s a place you don’t want to miss out on if you’re trying to get your cannabis brand noticed.

Compliant Content Strategies

What to Avoid

When using Instagram, make sure you don’t post stuff that could get you in trouble. This includes:

Ads or deals for cannabis products
Pictures or videos of people using cannabis
Your contact info like phone numbers, emails, addresses
Saying where your shop or farm is
Using hashtags that are not allowed, such as #cannabiscommunity

Basically, don’t post anything that directly promotes selling or using cannabis.

How to Post Compliantly

You can still show off your brand and talk to your audience without breaking Instagram’s rules:

Share news, studies, or events about cannabis from trusted sources
Post about a lifestyle that includes wellness or creativity, using products that are legal
Talk about the people who represent your brand, but don’t show them using cannabis
Show what your company believes in, like community work
Teach people about cannabis in general, not your products

The main idea is to focus on the lifestyle and community, not the products you sell.

Creative Workarounds

Here are ways cannabis brands can share content on Instagram without getting into trouble:

Take beautiful pictures of your products without making it look like an ad
Show what goes on behind the scenes in your production area, focusing on how things are made
Post pictures of outdoor activities or festivals, but avoid showing cannabis use
Highlight artists or influencers in the cannabis world
Share infographics about cannabis news, research, or laws
Do cooking shows for edibles but use ingredients that are legal

Comparison Table: Prohibited vs. Compliant Cannabis Content on Instagram

Prohibited Content	Compliant Alternatives
Advertising sales or specials	Promoting brand culture and values
Showcasing specific products	Featuring lifestyle imagery and brand ambassadors
Depicting consumption	Sharing news, events, research info
Listing dispensary locations/hours	Spotlighting community outreach
Using banned hashtags	Developing branded hashtags

Making Your Cannabis Brand Stand Out on Instagram

Setting Up Your Profile Right

When you’re getting your cannabis brand’s Instagram ready, here’s what to keep in mind:

Pick a good profile picture and cover image that show what your brand is about. Make sure these images fit with your brand’s vibe but don’t show anything about using cannabis.
Write a bio that tells people what your brand stands for without talking about selling cannabis. Mention how you’re involved in the community or any eco-friendly practices you follow.
Use a general location like a city name instead of your exact shop address. This helps people find you without directly promoting where to buy.
Put a link to your website in your bio so people can learn more there. Your website is the right place for details on products and sales.
Pick hashtags carefully like #cannabiscommunity or #cannabiseducation. Stay away from hashtags that suggest buying or using cannabis.

What to Post

Keep your posts interesting and within the rules by mixing it up:

Teach something – Share news or info about cannabis laws and research from trusted sources. This shows you know your stuff.
Show the lifestyle – Post pictures of your products being part of a healthy or creative lifestyle. Just don’t show people actually using them.
Take us behind the scenes – Let people see inside your operations. Focus on how things are made rather than the products.
Highlight your friends – Talk about the people and partners who help your brand. Share the good things you’re doing together like community projects.
Talk about cannabis culture – Post about events or artists connected to cannabis, but avoid showing anyone using it.

Using Instagram’s Cool Features

Instagram has lots of tools to help you connect with your audience without breaking any rules:

Instagram Stories – Share quick updates about your brand that disappear after a while.
Live Videos – Do live sessions to talk about what you do, show around your place (skip the areas where cannabis is used), and more.
IGTV – Use this for longer videos like interviews, educational talks, or showing how to make recipes with legal ingredients.
Reels – Create short, fun videos that show off your brand’s personality, your place, or how your products look. Just don’t push sales.

The Role of Influencer Marketing

Working with influencers can be a smart way for cannabis brands to get more attention on Instagram without breaking the rules. Influencers are people on social media who have a lot of followers interested in cannabis. They can help your brand get noticed by sharing it with their followers.

But, when you team up with influencers, there are some important rules to remember:

FTC Disclosure Requirements

The Federal Trade Commission (FTC) says you have to be clear when an influencer is getting paid or given free stuff to talk about your brand. This keeps things honest and avoids trouble. Usually, influencers do this by adding #ad, #sponsored, or saying it’s a "Paid partnership with [Your Brand]" in their posts.

Compliance Considerations

Even though influencers can help make your brand look good, it’s still your job to make sure their posts don’t break any laws or Instagram’s rules. This means checking what they post and talking to them about what’s okay to share.

Measuring ROI

It’s important to see if working with influencers is worth it. You can do this by tracking things like how many people click on special links, use promo codes, or buy something because of the influencer’s post. This helps you figure out if you should keep working with them.

Influencer Marketing Best Practices

Be clear about what you expect from them
Think about working with smaller influencers who really fit your brand
Focus on building real, long-term relationships instead of just one-time posts
Pay them fairly for their work

When done the right way, teaming up with influencers can really help your brand grow. Just make sure to keep an eye on the rules to avoid any problems.

Avoiding Common Cannabis Marketing Mistakes

When marketing cannabis on Instagram, it’s easy to slip up and face problems like losing your account. Here’s how to dodge common mistakes and keep your brand safe while reaching out.

Buying Followers or Likes

Paying for more followers or likes can seem like a quick fix, but it’s not a good idea. Instagram can tell when your numbers suddenly jump and might check your account more closely.

Don’t pay for followers or likes
Grow your audience naturally by building a real community
Use influencers wisely to help more people find you

It takes time to build a genuine following, but it’s worth it because real people are more likely to stick around and trust your brand.

Using Banned Hashtags

Some hashtags, even ones that seem okay, are actually not allowed. Instagram keeps an eye on these and might block them.

Keep up with which hashtags are not allowed
Use broad hashtags like #wellness or #creativity instead
Make your own hashtags to track how well your posts do

Knowing which hashtags to avoid keeps your posts visible and out of trouble.

Sensational Language and Images

Using flashy words and pictures might get attention, but it can also get you flagged.

Use simple, honest language
Avoid pictures that show people using cannabis
Focus more on the lifestyle around your product, not the product itself

While eye-catching content can draw people in, posts that don’t follow the rules can put your account at risk. Sticking to responsible and compliant messaging is the best way to share your brand without problems.

By steering clear of these common mistakes, cannabis marketers can share their brand’s story on Instagram without risking penalties. Building a real community, being genuine, and staying responsible are key to keeping your content safe and effective.

Real-Life Examples and Case Studies

Here are a few cannabis brands that have done a great job of gaining followers on Instagram without breaking the rules:

Lord Jones

Lord Jones is a high-end CBD brand that focuses on showing a lifestyle that’s all about feeling good and relaxed.

130K+ followers
Posts are about feeling calm and at peace
Often uses pictures with nature
Engages with followers well, with a 3.97% engagement rate

Instead of directly selling products, Lord Jones promotes a lifestyle that many people want to achieve.

Besito

Besito sells vegan edibles and shares recipes and pictures of food.

18.3K followers
The food photos attract people who love to eat
Shares how to cook with cannabis, using only legal ingredients
Stories around meals make captions engaging

Besito follows the rules by focusing on delicious legal foods that go well with cannabis.

Flow Kana

Flow Kana is all about sustainable cannabis and supporting small farmers.

44.1K followers
Posts beautiful pictures of their farming work
Talks about the importance of small farmers
Uses captions to build a community
Keeps a positive vibe with bright colors and messages

Flow Kana wins hearts by showing feel-good visuals and connecting over shared values.

Key Takeaways

These brands have grown on Instagram by:

Putting the spotlight on lifestyle, not just products
Sticking to legal topics like food or nature
Creating a sense of community with interesting captions
Having a strong visual style

Cannabis marketers can come up with creative, rule-following content that speaks to their audience by focusing on things like food, wellness, and sustainability. This helps cannabis brands stand out on Instagram.

Future Policy Considerations

As more places make cannabis legal, Instagram might have to change its rules about cannabis content. Here’s what could happen in the future:

More Nuanced Policies

Right now, Instagram doesn’t let anyone promote cannabis sales, no matter where they are. But as laws change, Instagram might start to allow some cannabis content in places where it’s legal. This could mean businesses in those places could talk about their products on Instagram. But, this is tricky because Instagram would have to make sure people in places where cannabis is still illegal can’t see this content. They might use technology to make sure only the right people can see these posts.

Allowing Regulated Cannabis Businesses

Instagram might let businesses that have permission from their state to sell cannabis use the platform for marketing. But, they’d have to be careful to only show these ads to people in places where it’s legal and make sure young people can’t see them. This change would probably happen slowly, starting with medical cannabis first.

Influencer Marketing Regulation

There might be clearer rules for influencers who talk about cannabis brands. Right now, it’s a bit unclear. New rules could make it easier to understand what influencers need to do when they’re paid to talk about cannabis products.

Enhanced Monitoring and Consequences

With clearer rules, Instagram will have to watch posts more closely and decide what to do if someone breaks the rules. They might start by giving warnings before taking serious steps like closing accounts. But, they’ll still be really strict about anything that could be seen by young people or is about illegal activities.

The Need to Stay Vigilant

Even if Instagram’s rules change, cannabis brands need to keep up and make sure they’re following the rules. It’s really important to not get in trouble for breaking the rules, especially about showing content to young people. As things change, brands will have to adjust their strategies to fit within Instagram’s rules.

Conclusion

Instagram is super important for cannabis brands that want to reach more people and make a splash online. But, there are some strict rules about what you can and can’t do because of government laws.

The trick is to focus more on the lifestyle your brand fits into rather than directly trying to sell your products. This means you can still connect with people by talking about your brand’s values, sharing news or research, and teaming up with influencers, as long as you don’t show or promote using your products.

There are clever ways to share what your brand is about using great photos, videos, and stories. Using Instagram Stories and IGTV the right way lets you share more about your brand without breaking any rules.

Even though Instagram’s rules might change in the future to be a bit more relaxed, for now, it’s really important for cannabis marketers to know and follow the current rules. Instagram can still be a great way for your brand to grow if you’re careful about following the guidelines.

Seeing these rules as a chance to get creative with how you share your brand’s lifestyle and values can really help. By focusing on what your brand stands for instead of just your products, you can make the most out of Instagram.

What are the Instagram guidelines for cannabis?

Instagram doesn’t allow selling or buying illegal or prescription drugs, including cannabis, on its platform. This rule applies even if cannabis is legal where you live. So, you can’t use Instagram to sell cannabis stuff.

You can’t directly sell or market cannabis products on Instagram or link to pages where you sell them, because cannabis is still illegal under federal law. Social media platforms follow these federal laws.

Can you use cannabis hashtags on Instagram?

It’s better to stay away from hashtags that include "cannabis" or similar words. Instagram often blocks or limits these hashtags. Instead, try using general hashtags about wellness or make up your own hashtags for your brand.

What is the LinkedIn policy on cannabis?

Like Instagram, LinkedIn doesn’t allow ads or posts that promote illegal drugs, including cannabis. This is because, at the federal level, cannabis is still illegal. So, cannabis brands can’t openly promote their products on LinkedIn.