If you are based in the United States, you know the law - cannabis is still a federally illegal, Schedule I drug. Even in states that allow for legal medical an adult use markets to exist, there are still quite a few hoops to jump through to get your brand in front of your ideal target market using social media. This article is one element of a four part series to help you do exactly that.
Let me make one thing clear about Pinterest - it had a lot of features usually associated with social media, like profiles and follows, but as a business you need to treat it as a search engine. We have some tips on that in this article here.
Now getting back to the topic at hand - what are the rules for posting about marijuana on Pinterest?
The official word from Pinterest in regards to any drug content: We remove content used to sell or buy regulated goods, like drugs, alcohol, tobacco, firearms and other hazardous materials.
They expand a bit more, saying that they don’t allow any selling or buying of drugs and other “regulated goods” . This activity is reported by individual users and can sometimes result in Pinterest suspending an account. See the complete details here: https://policy.pinterest.com/en/community-guidelines
So this is actually really really good news for your business! This means Pinterest is one place where your brand can shine as a leading contributor to educational content. Unlike Facebook you can use images to promote actual product, as long as you aren’t selling it.
Big word of caution - be careful where you link
Using pinterest to promote your marijuana business means you will want to have a link associated with each image. There is really fine line between not posting sales content and using that link to go directly to your online storefront. We do not recommend this at all. That is way too close to a legal grey area. What we do recommend is creating a blog where you can write content and link to it. Not only is this good for your SEO but it is great for elaborating more on education instead of promotion.
If I can’t sell, what do I post about?
Think back to conversations you have had with actual customers. What kind of questions do they ask? You could create a piece on the top 3 strains for easing anxiety. If you have patients who aren’t clear on the best way to introduce your product to their system, break down some science into simple concepts to explain how ingesting compares to topicals. You can even get creative and introduce some recipes that use your product, a great way to reach the 90% of pinners who are using their phones to pin recipes. [source: http://www.adweek.com/digital/pinterest-adds-movie-recipe-data-to-billions-of-pins/]
While we are on content - please skip the slang.
Using terms that are mostly slang makes your brand seem unprofessional and can easily harm your reputation, driving away any person who don’t want to be seen as a stoner. Unless your brand is really focused on that target market, avoid terms like scoobage, dank, or dope, sticky icky just to name a few. You should try to avoid the topic of ingestion all together, but if you have to reference it, terms like ripped, blitzed, or baked should be avoided.
No matter what you post, there is always the chance that Pinterest makes a policy change or someone reports your page. That’s why we always recommend keeping track of everything you post so that if you do have to start over, you don’t have to start from scratch.
Ready for more?
Pinterest is a great place for new and growing brands to make a bit impact and get their name known. We could talk for quite a while about all the advice and best practices you should use, so we did, in our new course Creating A Social Business. It’s an en ecourse designed specifically for business in the cannabis industry to develop a strong brand effectively and legally on social. To get the lo-down on what this program is and how it will change the way your business grows, visit CreatingASocialBusiness.com
ABOUT THE AUTHOR
Rebecca Harpain is an entrepreneur with 11 years of experience in the marketing industry. She got her start with advertising back in 2007, and has been helping business grow with data analysis, website development, and social media outreach plans that break the mold of traditional advertising. Follow her on instagram @loudlittlelady
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