Instagram remains one of the most popular platforms for users to connect with businesses, which means your cannabis dispensary needs to dig in and come up with an Instagram marketing strategy. Cannabis brands need to be careful and strategic if they want to keep logging on to Instagram (and avoid getting shut down). To create content  your audience will love, make sure you have a comprehensive strategy  and use data to create more successful content.

1. Optimize your profile

Your Instagram profile is the first impression potential new followers and customers have of you. It's important to show who you are, what you do, and why someone should follow your business. With Instagram being a visual platform, there are certain elements people will notice immediately, including your profile photo, bio, posts and stories. Make sure each element clearly reflects who you are so that viewers get an accurate idea of what your brand is all about.

• Profile Photo

Your profile photo is an important part of your branding and should be recognizable to your audience. Make sure it clearly displays your logo or submark in high quality and is centered. This will help users identify your cannabis brand as established and trustworthy.

• Bio

Use your bio to quickly describe what your business is all about. It's important to be concise and ensure you optimize it for users, so they can easily find you. This space has a limited number of characters, so make sure each word counts.  Use emojis and simple language to make your bio text stand out too.  Give users a clear call-to-action to visit your website, so they can start discovering your content. 

2. Account Type

Gain more insight into your platform presence and engagement with a Creator or Business account on the app. With this type of account, you get access to Insights on things like the performance of your posts and the times when your followers are most active. Plus, your followers can easily contact you from within the app with additional contact buttons such as “Email”, “Phone”, or a general “Contact” button. You can also able to add an age-gate to your profile. This allows you to verify that all users that interact with your account are 18+. Doing so will add an extra layer of protection to your account and your business. This could deter users from actually hitting follow, as it requires them to go through an additional step before proceeding.

3. Feed

Creating a visually appealing feed on social media is all about consistency. Using the same font for text on images and the same filter for editing photos can help to create a cohesive appearance. Additionally, rotating the primary color used in your posts every 6 or so gives a pleasing look from top to bottom when viewing your page in full. With these strategies, you can ensure that your feed has an overall attractive aesthetic that will draw in followers.

Post consistently
Content is key when it comes to establishing a strong online community. To successfully do so, you must be consistent with your posts. Aim to post 2-3 times a week, and mix up the type of content you post regularly – think images, infographics, videos and carousels. Doing this will keep your audience engaged and help grow your presence.

Showcase your Brands
As a dispensary, you can offer valuable content to your customers by showcasing what brands you carry in-store and what sets you apart from other dispensaries. To get started, take existing photography from the brands you carry and repost it (with credit!), or even better, work with professional photographers or marketers to do in-store photoshoots so your followers can imagine stepping into your dispensary for their favorite products. Showcasing original content is even more highly prioritized – so use this tactic in moderation to ensure that your customers keep coming back for more.

Share behind-the-scenes content
To do this, you can share behind-the-scenes content like videos and photos of your team at trade shows or in-store pop-ups. You can also share live video footage of customers interacting with these events. Posting this kind of content will help you connect with customers, suppliers and other people in the community.

4. Go easy on the selling

When it comes to Instagram, one important mistake to avoid is the use of "sales" language. Cannabis brands are not allowed to market or promote the sale of cannabis, so it is important to ensure your posts don't contain any sales-related language.

Here are some things to keep in mind: 

• No prices, sales, or discounts.
• No publishing your product menu or talk about inventory. 
• Avoid sharing links that direct visitors to purchase cannabis products. 
• If anyone asks questions in the comments about pricing or inventory, have them to call your dispensary directly for more info

5. Use hashtags strategically

When it comes to using hashtags on Instagram, strategically selecting them is key. Using the wrong ones can put you at risk of having your account disabled. At  H&H Marketing, we suggest following these tips to ensure a successful hashtag strategy:

• Do hashtag research regularly (about once every month)
• Keep tabs on popular, relevant hashtags in the cannabis community
• Make sure the hashtags you use are not being banned

6. Interact with your followers

Instagram is an amazing platform for engaging with and building a community around your products. Don't just hype up your own products - instead, focus on genuinely connecting with your audience. Show them that you value their opinion by featuring customers on your page, asking them questions and sharing video responses, or providing educational content based on the questions they ask in comments or direct messages. Cultivating a two-way relationship between followers and brands will help to grow your following and increase engagement.

7. Partner with cannabis influencers

Instagram may not be the most welcoming to cannabis, but they do value their creators. As a result, influencer marketing has become a popular tactic for dispensaries trying to grow their own brands online. Through collaborations with cannabis influencers, you can target a niche audience without having to break any major marketing restrictions.  However, the creator industry is highly unregulated and it’s important to set standards internally for your budget and type of influencer you want to work with before reaching out for collaborations.

8. Get your dispensary on Instagram

Instagram is a powerful tool for cannabis businesses looking to build a community and engage with customers. Establishing your presence on the platform can be risky, but it is necessary for connecting with customers and curating a loyal following. With careful planning and creative posts, you can leverage Instagram to take your dispensary's marketing strategy to the next level.

9. Contact Us

If you’re looking to partner with a cannabis marketing agency that specializes in navigating the murky waters of Instagram marketing, contact us to get started today.