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Rollin’ With It: Marketing Cannabis on Social Media

Sari Klaczkowski
Written By
Sari Klaczkowski
Published On
Jun 05, 2023
Marijuana leaves against a light blue background

The Influence Agency has been working in the cannabis space since it was first legalized in Canada on October 17th, 2018. Over the last three years, the industry has continued to evolve and as an agency, we have evolved our marketing strategies with it—especially as we’ve discovered more and more about marketing in the social media space.

Today, we are working with a variety of clients in the cannabis industry, ranging from licensed producers, dispensaries across Ontario and Edmonton, as well as cannabis media platforms.


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The Five Golden Rules of Cannabis Marketing

There is no singular clear-cut approach to social media and cannabis; what you can and can’t do is not simply black and white, there are some grey areas as well. The Cannabis Act governs what can be said across all digital and social platforms. From the act, we have developed our own five golden rules of cannabis marketing:

  1. You cannot communicate information about cannabis price or distribution.
  2. You cannot advertise cannabis in a way where it might be appealing to young persons.
  3. You cannot leverage a testimonial or endorsement to promote cannabis.
  4. Brands cannot show cannabis being consumed in any content.
  5. You cannot position a life of glamour, recreation, excitement, vitality, risk, or daring as a result of cannabis consumption. 

These five rules should not discourage anyone from developing a marketing strategy for your cannabis brand, but it does force you to work a bit harder to stand out and create a social brand presence. We have been able to find different innovative ways to still create and elevate strong brand identities despite the regulations.

Cannabis flowers in ice cream cones

The Cannabis Act

The Cannabis Act definitely outlines what you are allowed to post on social media but it does not clearly state what the “punishment” will be if you do choose to cross a line. We recommend taking a cautious approach when it comes to social media and cannabis.

The last thing we would want is for our clients’ accounts to be taken down by Instagram or shadowbanned (which the platform is known to do). Patience truly is a virtue and although it will take longer to build your community and brand recognition, it is necessary to take things slow in order to see long-term results.

Despite the regulations, we have found ways to create fun, engaging, and on-trend content for our clients. When Drake’s newest album, Certified Lover Boy was released in September, we quickly jumped on the trend surrounding his album art and created a parody graphic for True North Cannabis Co. 

 A cannabis bud and a pre-roll on a laptop

Marketing Cannabis Made Easy with The Influence Agency

Creating topical and relatable content for social media should be at the forefront of one’s strategy. At The Influence Agency, we preach that content is key and that is no exception when it comes to social media success in the cannabis industry. 

Due to the red tape surrounding cannabis social media marketing, you don’t see every agency offering its services in the industry. We pride ourselves on our extensive knowledge of the Cannabis Act and the various strategies available to effectively reach our clients’ goals.

Contact us today to learn more! 

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