Businesses need a social media presence to reach their target audience, collect reviews, connect with customers, and so much more. But in the case of cannabis, many platforms are wishy-washy on this (somehow still) controversial topic, making it quite difficult for businesses across the entire industry to get the word out where their audience hangs out.
There’s an argument to be made to stay away from social media altogether — after all, why play nice on a platform that doesn’t want you there? Why deal with the heartbreak of bans and deletions? But for many cannabis companies, these mainstream social media platforms are still essential to connecting with potential customers and new business partners. How do you balance these interests?
What is the most cannabis-friendly mainstream social media platform?
Reddit has long been regarded as the most cannabis-friendly mainstream social media network. Discord comes in second (or, honestly, first-and-a-half), and Twitter and LinkedIn are also relatively cannabis-friendly.
With untold numbers of active community members enthusiastically discussing everything and anything about the plant, cannabis brands, medical cannabis, and more, Reddit has become a go-to for enthusiasts and industry professionals alike. Its open nature and passionate user base make it a valuable resource for engaging with the cannabis community.
All the same is true of Discord, which is similar to Reddit in its community focus but structured more like a massive group chat than a big forum. You might find it easier to make meaningful connections with other folks on Discord, whereas Reddit is better suited for asynchronous conversations and exploring other people’s thoughts and experiences.
Based on recent changes to advertising policies, Twitter (now called X) is regarded as a cannabis-friendly mainstream social media network as well. The updates allow companies with proper licenses to apply through the platform’s approval process to advertise cannabis, hemp, and CBD products on-site.
LinkedIn also offers another less strict option for companies looking to leverage B2B networking in the wake of changing regulations and restrictions on other platforms. While shadowbanning and restrictions of cannabis-related accounts aren’t unheard of on LinkedIn, it’s much less difficult to navigate than channels owned by Meta (Instagram, Facebook, and WhatsApp) or TikTok.
Is there a social network specifically for cannabis?
In addition to mainstream social media networks, there are dedicated social channels specifically for the cannabis industry.
Platforms like MJLink, Leafwire, and Social Club offer space for cannabis-related businesses and content creators to connect and share their expertise, products, and services with a target audience. From 2018 through its closure in early 2026, Leafwire (the “LinkedIn of Cannabis”) did the same with a network of over 85,000 cannabis, hemp, and psychedelics professionals, particularly through its weekly member-generated headlines.
While cannabis-specific platforms may not have the same reach as larger social media networks, they can be valuable tools for companies looking to expand their audience and experiment with more lenient marketing rules. These platforms also attract a community of individuals already interested in and actively discussing cannabis-related topics. This can put some companies at a disadvantage, especially if they’re trying to reach audiences that simply aren’t on these platforms.
By participating in these channels, businesses can directly engage with a highly targeted audience that is more likely to be receptive to their products and services. While the reach might be smaller, this focused approach allows for more meaningful connections and potentially greater impact.
9 social channels used by cannabis companies — and the obstacles they face
Whether you’re a small cannabis startup or an established industry leader, leveraging social media channels can help you build a solid online presence and reach a wider audience. While some platforms may allow for cannabis-related content, it’s essential to carefully consider each platform’s terms of service to navigate and utilize them effectively. The following social media channels are among the best for cannabis businesses to reach their target audience.
1. Instagram
Instagram is a great social media channel for consumer-facing brands due to its visual nature and large user base. However, as a global platform, Instagram must adhere to laws in countries where cannabis is illegal (this is true of Facebook and presumably WhatsApp as well, as these are also both Meta properties).
The platform intends to maintain a policy that aligns with the diverse legal framework in different regions and creates a safe environment for its diverse demographic of users. According to its guidelines, the site “doesn’t allow people or organizations to use the platform for advertising or selling marijuana, regardless of the seller’s state or country.”
Instagram’s commitment to following regulations and avoiding potential legal consequences is reflected in its strict terms of service as well as the app’s ability to entirely remove accounts that do not adhere to them. The platform is also notorious for implementing “shadowbans,” or blocking a user by making their posts and comments no longer visible to other users. Shadowbanned accounts won’t receive any notice but can expect a dramatic decrease in their page's interactions and ability to be discovered by new followers.
Creating high-quality content that adheres to Instagram’s strict guidelines can be challenging, but it’s not impossible. It’s worth noting that Instagram’s policies regarding cannabis content and advertising can change rapidly. Additionally, utilizing influencer marketing and partnering with other cannabis-related accounts can be a successful strategy for gaining more visibility and engagement on Instagram.
2. LinkedIn
LinkedIn is a professional networking platform that can be valuable for cannabis businesses to connect with industry professionals, potential partners, investors, and more. Like other social media platforms, LinkedIn does have policies regarding cannabis-related content, specifically prohibiting “ads that promote the sale of use of illicit or recreational drugs.” It’s essential for companies to examine and comply with these guidelines very closely to avoid losing their account.
While LinkedIn aims to maintain the integrity of the professional networking environment and ensure that its users are not exposed to potentially illegal or harmful substances, companies can still leverage the platform effectively. LinkedIn allows businesses to share industry news and insights and showcase their expertise and unique offerings. This can also help raise brand awareness, build credibility, and expand collaboration opportunities.
Although there are instances of content or profiles being restricted or removed, LinkedIn is not particularly known to actively remove cannabis content or block cannabis businesses. Anecdotally, some cannabis dispensaries have said that LinkedIn is the only platform that doesn’t censor their content. At the very least, LinkedIn is a great choice for cannabis thought leaders looking to make themselves known, connect with other folks, and maintain strong relationships.
In general, by adhering closely to LinkedIn’s guidelines and avoiding ads promoting cannabis, you can ensure a positive and productive experience for your brand.
3. TikTok
When TikTok was 100% owned by ByteDance, a company based in China, it outright banned all cannabis content. This policy mostly does not appear to have changed now that the company is approximately 20% owned by ByteDance and majority-owned by U.S. investors. One exception is that advertisements for CBD products with under 0.3% THC content may be allowed in certain circumstances.
It’s worth noting that cannabis laws are much more restrictive in China than those in the U.S. With the platform also appealing to a generally younger demographic, its community guidelines do not allow the following:
- Content that suggests, depicts, imitates, or promotes the possession or consumption of alcoholic beverages, tobacco, or drugs by a minor
- Content that offers instruction targeting minors on how to buy, sell, or trade alcohol, tobacco, or controlled substances
- Content that depicts or promotes activities that may jeopardize youth well-being, including physical challenges, dares, or stunts
While TikTok has some of the most rigid guidelines regarding cannabis content, there are many creative ways to build your brand while adhering to the terms of service. Focus on creating content that highlights culture and lifestyle rather than the plant itself. For example, this could include sharing recipes for cannabis-infused products or educational videos debunking “stoner stereotypes.” There’s also the whole “gardening” phenomenon. Still, though, TikTok is a risky place to be.
If you want to successfully run cannabis-related content on TikTok, working with a marketing agency that understands the platform is critical. Otherwise, you could easily find your account suspended and lose all the hard-earned followers you gained in an instant.
4. WhatsApp
Increasingly often, cannabis professionals are flocking to the Meta-owned WhatsApp to forge connections with others in the industry across the globe and keep up with one another in group chats.
On WhatsApp, you’ll find Communities specific to certain events, such as key cannabis conferences and what everyone is getting up to during and just outside them. There are also Channels, including branded ones, that anyone can follow for regular updates that community members can react to or share. And with the Status tool, you can basically post the WhatsApp equivalent of an Instagram story to your Channel.
WhatsApp is also rolling out Status ads and the ability to boost a Channel for relevant searches. The platform has yet to publish policies about ads or content, and its terms of service don’t meaningfully address cannabis, marketing, or advertising (although it does refer to “illegal activity” broadly). However, since WhatsApp is a Meta property, it’s safe to assume that the same restrictions apply here as to Instagram and Facebook. At the very least, finding your people — fellow marketers, cannabis brands in need of third-party marketing support — on WhatsApp is well worth your continued time and focus.
5. Facebook
The classification of cannabis as a Schedule I controlled substance at the federal level (though cannabis reclassification is partially in effect for medical cannabis) creates legal complexities and uncertainties, leading to stricter policies from social media platforms like Facebook. Due to federal and international regulations surrounding cannabis, Facebook has implemented guidelines imposing limitations on cannabis-related content and advertisements. Current policy details state that:
- Ads may not promote or offer the sale of THC products, cannabis products containing related psychoactive components, or consumption accessories. This covers both paid advertising and organic content.
- Ads may not promote or offer the sale of ingestible CBD products. However, topical CBD product advertisements are allowed if you apply for and receive Meta’s permission to run them.
- Other than the above CBD restriction, ads may promote non-ingestible and ingestible hemp products.
Further details are that the platform does not “allow advertisers to run ads that promote the sale or use of illicit or recreational drugs, or other unsafe substances, products or supplements, as determined by Meta technologies.”
Although Facebook may not be the ideal platform for cannabis companies, it can still be a valuable tool for building your online presence. Users often search on Facebook to find companies and expect reputable businesses to have a Facebook page. Search engines and LLMs may pull information from it to learn more about your company. To create a successful Facebook account as a cannabis company, providing valuable, informative content, engaging with your audience, and following Facebook’s advertising guidelines are essential.
Successfully marketing your cannabis brand on Facebook means avoiding any direct promotion or sales of cannabis-related products. Working with a cannabis marketing agency to navigate Facebook’s rules around cannabis can help you work with this social channel most effectively.
6. Twitter
Recent changes to Twitter’s policy on cannabis advertising make the social media giant the only site to explicitly allow paid cannabis advertising of any kind. The recent changes allow companies with proper licenses that have passed through Twitter’s approval process to advertise cannabis, hemp, and CBD products on-site, as long as they are not promoting or offering the sale of cannabis or CBD products. This means that while companies can’t make ads encouraging followers to buy certain products or link out to their menu, they are free to run campaigns that advertise the brand and its primary locations, so long as they aren’t making a sales pitch.
Twitter’s more lenient policies reflect the changing legal landscape, evolving social attitudes, and advocacy efforts within the cannabis community and create an environment to allow for increased visibility. The platform can also be effective for establishing your brand as a thought leader, commenting on industry trends, or engaging with consumers or other businesses.
Even with the potential improvements in Twitter’s policies regarding cannabis, it’s important to note that effective engagement on the platform requires a clear strategy and social media plan. Working with an experienced marketing agency can help your business develop a deliberate social plan tailored to Twitter’s unique environment.
7. Reddit
While Reddit does not mention cannabis or recreational drugs in its Terms of Service, its content policy does have a rule stating, “Keep it legal. Don't post illegal content, and don't solicit or facilitate illegal or prohibited transactions.” Prohibited goods include “Alcohol, tobacco or vaping products, pharmaceutical drugs (including prescription or over the counter medicines), or other controlled substances.”
With these rules in place, Reddit essentially allows users to post what they wish. However, the platform will remove any and all information pertaining to buying or selling cannabis products.
It’s also important to note that Reddit is composed of various communities or subreddits, each with its own rules and regulations. While discussions surrounding cannabis may be permitted within specific subreddits, others might not allow for such conversation. Assessing and adhering to each community’s guidelines is crucial to ensure responsible and compliant discussion. There are hundreds or even thousands of communities on Reddit dedicated to cannabis lifestyle and wellness.
8. Discord
Discord is rife with business servers (Discord’s term for forums) where you can make connections with cannabis professionals in a whole different way than on LinkedIn. Where content on the latter platform is organized in a classic social media feed, Discord servers are more like the world’s largest group chats. It’s more conversational and thus ideal for networking. However, there is some anecdotal evidence that some cannabis servers and content are being marked for deletion, even if not explicitly against the terms of service.
Brands can also operate Discord servers to keep in touch with their customers and welcome new ones. Use the platform to ask your customer base thought-provoking questions you want them to answer, and give your community members space to ask any questions they have for you. Keep in mind that Discord’s terms of service does not allow unpaid promotion of cannabis products.
Think of Discord as your Instagram or Twitter account if your followers actually talked not just to you but each other. It puts the personal in business.
9. YouTube
While Youtube’s stringent guidelines prohibit “content that encourages dangerous or illegal activities that risk serious physical harm or death,” the platform eased some restrictions in 2021. The update stated that the platform would be expanding monetization on educational, documentary, or news content that may include “recreational drugs and drug-related content, or sensitive events,” as well as broadening monetization for content where “non-graphic, objective discussions of controversial issues are in the video.” While it’s not perfect, educational and informational cannabis content on YouTube has the potential to go far.
As far as advertising goes, however, YouTube remains strict. While the platform allows ads for topical, hemp-derived cannabidiol (CBD) products that fall under the 0.3% THC threshold, YouTube’s advertising policy specifically prohibits:
- Ads for substances that alter mental state for the purpose of recreation or otherwise induce "highs" (e.g., cannabis, cocaine, crystal meth, heroin, and other illegal opioids)
- Ads for products or services marketed as facilitating recreational drug use (e.g., pipes, bongs, cannabis coffee shops)
- Ads for instructional content about producing, purchasing, or using recreational drugs (e.g., forums to exchange tips or recommendations on cannabis use)
There are anecdotal reports that YouTube’s AI-driven moderation tools are more strict in cannabis content — as in, content removals are becoming more prevalent. Given that these removals are AI-powered, there’s little to no way to appeal the decision.
What AI social content moderation means for the cannabis industry
If you look around any corner in business, you’ll find AI lurking like a cartoon villain, and that’s no exception when it comes to how social content is moderated. AI-powered content moderation — the pre-publishing approval or post-publishing removal of content (or the banning of entire accounts) in accordance with content and advertising policies — is changing the game.
At present, AI is best suited for immediately identifying spam and content that flagrantly violates policies. Or, sometimes, it decides to mark content as requiring review from a human moderator. In general, less obvious violations or more nuanced situations still go to human moderators for review.
The problem is that, even though AI content moderation tools theoretically get better at what they do as they keep doing it, they regularly target compliant content for removal. And the more they keep doing that, the more compliant material gets removed — it’s a self-fulfilling doom spiral. This can all happen without any human involvement, even if an actual person would swiftly identify the content as OK.
This effect may be especially pronounced in cannabis since several platforms explicitly name cannabis content or advertising as going against their policies. AI content moderation tools may overenforce these policies since they lack the human ability to consider context and nuance, increasing the likelihood that your content gets inappropriately removed.
Worse yet, it’s common that, with social platforms that use AI content moderation, it’s exceptionally difficult to reach an actual person. You could be left with little recourse even if your content is incorrectly removed or penalized. The best solution may be to only share content or create ads that stand basically no chance of violating guidelines.
Where social fits in a broader digital marketing strategy
Social media is just one part of a larger digital marketing strategy, and it plays a crucial role in several aspects of your broader strategy, such as:
Increasing brand awareness. Social media marketing can help cannabis companies build brand awareness among their target audience by sharing engaging content and promoting unique products or services.
Engaging with customers. Maintaining an active presence on social media and engaging with customers can help build trust and a positive reputation for your brand. Utilizing Instagram polls and replying to comments can help increase customer loyalty and retention.
Driving traffic to your website. Social media channels provide an excellent opportunity to drive traffic to your company's website. Repurposing blog posts for Instagram or Twitter is an easy way to create content and direct people from your social site to your website.
Establishing connections and networking. Certain social media channels can be used to connect with other businesses, professionals, investors, and potential partners. Building a solid presence on sites like LinkedIn can lead to more opportunities for collaboration and growth.
Monitoring the success of campaigns. Most social channels provide valuable information regarding analytics and insights. These metrics can include everything from engagement rates to demographics to help you identify patterns and trends and adjust your strategy accordingly.
Make the most of your marketing
While social media can be a powerful tool for reaching and engaging with your target audience, navigating the ever-changing landscape can be overwhelming for any business — especially in cannabis. That’s where CannaContent comes in. Our tailored content and strategic social media management help companies build their online presence, connect with their audience, and achieve their marketing goals. Contact us to learn more about how CannaContent can help your business succeed on and offline.
*Original article posted July 14, 2023