choosing the best social media platforms

We all know how important it is for your Cannabis | CBD business to be seen and heard online.  We also know that social media is a great way of getting that type of online exposure, especially if it is incorporated into a coherent content marketing strategy

But, although we all agree that social media is important, the where, why and what can sometimes be much more difficult to figure out. Not just that but many of us simply do not have the time to be active on a gazillion different social media profiles and I’m often asked: “I have a limited amount of time to so which social media platforms should I use for my small Cannabis | CBD business?”

Here I discuss the most popular social media platforms for Cannabis | CBD  business, why you should consider choosing a particular one, as well as some ideas on the what you can post to each to drive engagement and traffic to your website.

Social Media Platform #1 – Instagram

The Platform

Instagram is basically a photo app for sharing a curated collection of photos with others and engaging followers through comments and likes. 


The Why

Personally I LOVE Instagram.  As a photo app where users upload and share images, it’s visual, it’s vibrant and it’s effective.   It’s fantastic for both product and service based Cannabis | CBD  businesses, and a great platform to market your goods, services and content.  And if you’re smart about it and thanks to hashtags, it’s also relatively easy to reach all those people you would like as your ideal customers.


BEST FOR: B2C, Foreign & International Markets, Niche Markets (like CBD/Cannabis)

INDUSTRIES: Travel and Hospitality, Fashion, Health and Wellness, Arts and Crafts, Food and Beverage, E-commerce, Beauty, Photography, Auto, Event Planning

AGE: Millennials and Thirty-somethings

GENDER: Mostly Women, but changing


The What

High quality images with attention grabbing captions that engage and entertain your ideal clients.


Content Ideas:

– High-quality images and videos about your products / services (use your Instagram stories!)

– Blog posts (get an app like Linktree to display post links in your bio)

– Behind-the-scenes, team and event photo’s

– Inspirational or funny quotes

– Promotions, questions and polls

Social Media Platform #2 – Facebook

The Platform

Arguably the oldest social media platform that’s actually still in use today. Having a Facebook page is for great for networking, communicating, and establishing a credible presence, but without the formality of the more job-oriented LinkedIn.  Unfortunately for Cannabis | CBD  businesses, running ads are still a bit hit and miss although this seems to be changing.


The Why

It’s popular.  Very popular.  So popular in fact that at the end of the third quarter of 2018, Facebook logged 2,27 billion monthly active users with 1,5 billion of them logging onto Facebook daily.  The demographics of Facebook is also relatively unique with seniors being a growing demographic.


BEST FOR: B2C, in some cases B2B, Foreign & International Markets, Niche Markets (like CBD/Cannabis)

TOP INDUSTRIES: Fashion, Auto, E-commerce, Retail, Entertainment, Real Estate, Marketing, Sports, Health and Wellness, News and Information

AGE: Anywhere from 25 – 55+

GENDER:  Men and women


The What

Really anything that will engage, amuse, inform and entertain your ideal clients.

Content Ideas:

– Images and videos of your products /services

– Blog posts with a link to your blog and an attention grabbing image

– Other people’s content – great for building a tribe and getting your stuff shared as well

– Inspirational and funny quotes

– Promotions, questions and polls

Social Media Platform #3 – Pinterest

The Platform

With the exception of my husband, I really do not know anyone that does not have a Pinterest account.  It’s great for organizing ideas, wish-list items, useful information and anything else that need to be kept within reach.


The Why

Because people us Pinterest during the research phase of their purchasing process, it is great at reducing the number of steps from discovery to conversion, making it easier for people to get straight to the source.



INDUSTRIES: Retail, Health and Wellness, Travel and Hospitality, Fashion, E-commerce, Arts and Crafts, Food and Beverage, Beauty, Home and Garden, Event Planning

AGE: 18 – 45

GENDER: Mostly Women, but changing


The What

Think of it as a kind of visual search engine making it great for both product and service based Cannabis | CBD  businesses.

Content Ideas:

– Most importantly, pin other peoples pins. But do so strategically

– Blog posts with a link to your blog and an attention grabbing image

– Pin each and every product / service you sell online

– Infographics

– DIY and How-To pins if you are product based

Social Media Platform #4 – Linkedin

The Platform

By far the most business-oriented of the social media platforms, LinkedIn is best for helping establish an online presence as a business.  On LinkedIn, networking is also far more important than posting content. 


The Why

While a great place to form connections and network with others in the industry, it’s not the best place to focus your marketing.  However, it is perfect for smaller Cannabis | CBD  businesses to promote their services.


BEST FOR: B2B, B2C employment

INDUSTRIES: Financial, Employment, Science and Technology, Legal, Manufacturing, Marketing, Education, Professional Services, Health and Wellness, IT

AGE: 25 – 45

GENDER: Both men and women


The What

Think of LinkedIn as an opportunity to share your company culture with industry thought leaders, new customers and potential recruits.

Content Ideas:

– Blog posts with a personal comment and a URL to the blog post

– Industry news and research

– In-depth, how-to and list-style posts

– Simple posts that include leadership tips and tricks

– Personal, employee or company updates

Social Media Platform #5 – Twitter

The Platform

Although a lot of people love Twitter, in my opinion it is too fast paced.  I feel that the chances of my tweet being buried in the millions of others is just too big which makes the time investment not worth it for me.  However, Twitter is great to help Cannabis | CBD  businesses give company updates and address customer concerns quickly.


The Why

If your Cannabis | CBD  business has a large element of customers service, then this is definitely a platform of choice.


BEST FOR: B2C, some B2B

INDUSTRIES: News and Information, Retail, E-commerce, Health and Wellness, Travel and Hospitality, Telecom, Finance, Fashion, Retail, Sports

AGE: 18 – 29

GENDER: Both men and women


The What

Twitter has become a kind of hub for people making it a good place to show of expertise, company updates, products / services as well as informative content.

Content Ideas:

– How-to’s and other informative blog posts with a shortened link (Bitly is great for this)

– Positive company, brand, products and/or services news and updates

– Partner shout-outs and employee recognition

– Questionnaires and polls

– Promotional codes and discounts

An action plan

  1. Set your goals and find out what you want from your social media
  2. Pick the two most relevant social media platforms for your Cannabis | CBD  business
  3. Decide what kind of content is the most relevant for each and organize these into “content buckets”
  4. Create a content calendar to create a coherent and effective posting strategy that takes your goals into account
  5. Prioritize the social media platform with which you identify most and get personally involved.  Then automate the other by using an app such as Later (you can use this link to sign up for free).
  6. Focus on establishing a solid presence around these two platforms and keep on going at it.
  7. Monitor your stats and find out what your audience likes most and what isn’t doing so well. Then concentrate on refining your post content to drive engagement.

From the above you can see that, as a Cannabis | CBD  business, you really need to plan and prioritize your social media strategy – ideally making it part of your overall content marketing strategy. But what is also clear is that in order to be effective and establish a solid online presence, less really is more.  Especially if you are a smaller cannabis company with limited man-power and resources, focussing on the two most relevant platforms (for me it’s Instagram and Pinterest) is a much better option than a kind of spray and pray approach.