Cannabis is one of the fastest-growing consumer industries in the U.S., projected to surpass $45 billion in sales by 2025 [Flowhub 2025]. Yet when it comes to cannabis social media marketing, the rules are anything but clear.
For years, compliant cannabis content was buried in search results, even when brands were fully age-gated and playing by the rules. Meta’s recent lift in restrictions made progress for the industry, but that hasn’t changed the compliance game.
Social media is where cannabis brands build culture, spark conversations, and connect with consumers. So how do you show up, build community, and drive sales while staying compliant? Let’s break it down.
The Challenges of Marijuana Social Media
Even as legalization expands, marijuana social media marketing is still highly restricted. Meta (Facebook and Instagram) in particular has a reputation for disapproving ads or suppressing organic content that contains:
- Images of the cannabis plant or flower
- Common industry terms like “THC” or “marijuana”
- Direct purchase language (i.e., “buy now,” “shop THC gummies”)
- Health or medical claims
These Facebook ads banned words make it difficult for brands to communicate in their own authentic tone. To add to the complexity, the rules often change without warning. That’s why brands need both strategy and compliance infrastructure to stay live.
The Do’s of Cannabis Social Media
✅DO: Use Cannabis Keywords Strategically
With Meta’s update, cannabis-related terms can now appear in search. This means, include these keywords in your bios, captions, and hashtags to reflect the plant and not just the vague “wellness” talk.
✅DO: Be Educational
Avoid all the sales language, medical claims, or pricing references. Rather, focus on teaching your audience about product types, consumption methods or even responsible use. Educational content is less likely to get flagged.
✅DO: Lean into Creative Storytelling
Think about experiences around the product and not just static product shots. Tell a story that only your product can provide, maybe that’s a summer vibe, a wellness routine, or a cool Fall evening under the stars – You want your customers to picture themselves in that moment.
✅DO: Mix Channels
Experiment with Instagram, LinkedIn, TikTok (where allowed), plus email and SMS. A multi-channel approach ensures you don’t rely solely on one platform’s algorithm.
✅DO: Use Compliance-Friendly Accounts
Meta’s policies might have loosened, but if you’re running paid campaigns, standard accounts won’t cut it. You need specialized compliance ad accounts to run ads with cannabis-specific language, real product imagery and link directly to your PDPs.
✅PRO TIP: Audit and Repurpose Past Content
Posts that were once shut down or hidden may now have new life. Revisit older campaigns, update language, and reshare under the new guidelines.
The Don’ts of Cannabis Social Media
❌ DON’T: Rely on Organic Alone
Posting on Instagram is good, but it won’t carry your whole campaign. Visibility is still limited, so combine organic with paid, influencers, and community activations.
❌DON’T: Use Banned Words in Ads
Avoid obvious “flag” words in ad copy that can still trigger Meta’s ad policy. Running ads without the right compliance infrastructure can lock you out for good.
❌DON’T: Make Health Claims
Even if backed by science, avoid language like “cannabis cures anxiety.” Stick to benefit-driven, lifestyle phrasing like “supporting calm evenings” or “designed for balance.”
❌DON’T: Wait for a Ban to React
Too many brands only act after losing their accounts. Proactively audit your content and invest in ad infrastructure before problems arise.
Staying Live in 2025
At the end of the day, cannabis social media marketing is all about balance. Be bold enough to stand out, but compliant enough to stay live. The brands winning in 2025 are those that:
- Use compliance ad accounts to avoid shutdowns
- Tell authentic stories without watering down their message
Diversify across channels to build community and scale growth
Ready to Get (and Stay) Live?
Social media is no longer optional. It’s the heartbeat of cannabis marketing. The brands that win are those who stay visible, compliant, and creative.
👉 Apply now for a compliance ad account
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