The cannabis industry operates in a sort of regulatory limbo where dozens of states have legal cannabis markets, but federal law explicitly outlaws the production and sale of cannabis. This means that although marijuana businesses pay taxes, there are significant restrictions placed on them by federal legislations.
One restriction placed on the cannabis industry is on advertising. For example, because the controversial plant is considered a Class I controlled substance with a high potential for abuse, the Cannabis Control Commission in Massachusetts doesn’t allow cannabis businesses to advertise on most platforms unless data shows that they can reasonably expect at least 85% of the viewers to be 21 years old.
This policy encompasses radio, television, social media, billboards, mobile apps, podcasts and print media. So how exactly do the various social media platforms treat cannabis?
As it stands, you will most likely have your social media accounts deleted or banned if you use them to promote or advertise cannabis in America. Meta, which owns Facebook and Instagram, is one of the largest advertising platforms in the world, and it regularly cracks down on accounts that promote cannabis.
Twitter also considers cannabis to be federally illegal and will remove any content that promotes products and services related to cannabis. On the other hand, stakeholders say professional networking platform LinkedIn is the best social media platform to promote cannabis products. Anecdotal accounts show that LinkedIn is currently the most cannabis-friendly platform on the web.
According to Brooke Benavides, the marketing director at CMW Media, there has been growing conversation about cannabis on the networking platform. Unlike most other social media platforms, LinkedIn allows cannabis businesses to grow their platforms organically, Benavides says, providing industry professionals and businesses a platform to discuss matters relating to cannabis without fear of repercussion.
Reddit has also provided businesses in the cannabis sector an opportunity to increase awareness of their products. Via the Ask Me Anything (AMA) subreddit, which has more than seven hundred thousand members, players in the sector can have interactive sessions with the community.
Liz Gottbretch, director of Lantern, an organization that focuses on deliveries, says YouTube, Twitch, Pinterest and Alphabet Inc. are also home to several “cannabis adjacent communities” that cover topics such as food, gaming and how-to’s. These communities allow users to share content that is related to cannabis but doesn’t go against platform guidelines.
It might be valuable to evaluate the social media strategies of notable marijuana companies such as Cannabis Strategic Ventures Inc. (OTC: NUGS) in order to gain insights into how these types of companies manage to use any of those platforms without falling afoul of the stringent user guidelines.
NOTE TO INVESTORS: The latest news and updates relating to Cannabis Strategic Ventures Inc. (OTC: NUGS) are available in the company’s newsroom at http://cnw.fm/NUGS
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