Does your Instagram feel like Groundhog's Day?
Having trouble getting engagement on IG? You might be making this mistake.
Aloha and welcome back to CannabisCMO!
Apparently it’s Groundhog Day, which had me thinking this morning — what sort of weird traditions or patterns do marketers get into that are outdated or just don’t make sense?
Last week we talked a little bit about the “Tyranny of the Algorithm” and how sometimes the cannabis industry tends to be trend surfers rather than trend setters (think various THC acronyms or green leaves on everything) —leaving everything looking the same.
One pattern that I’m currently trying to break from all ThndrStrm’s Fractional CMO clients is the idea that you should be posting on social media simply just to post something.
If you’re a marketer, you know how hard it is to get engagement on Instagram or Facebook these days — especially if you’re just posting static graphics.
Yet, SOO many accounts are still following the same patterns and asking themselves why they aren’t seeing any engagement.
As a cannabis marketer are there any patterns that you’ve fallen into that are worth re-examining?
Breaking the Cycle of 'Content for Content's Sake'
The crux of the matter is not just about posting less, but posting more meaningfully. It's about shifting from quantity to quality, from noise to narrative. This entails creating content that resonates on a personal level, telling stories that connect with your audience's experiences, challenges, and aspirations.
We sell weed for a living but not everyone’s lives revolve around weed. Broaden the scope of how you are connecting with your customers.
Embracing Educational Content
In an industry surrounded by myths, misinformation, and regulatory complexities, there's a golden opportunity to differentiate your brand through education.
By demystifying cannabis and focusing on its benefits, the different methods of consumption, and the changing legal aspects, you can position your brand as a trusted advisor.
This isn't just about selling a product; it's about fostering a community of informed consumers. I tell everyone that no matter what sub-sector of the industry you find yourself in, at this stage of the game, we are all in the education business.
Your prospective customer doesn’t know what they don’t know. It’s up to us to teach them.
Leveraging User-Generated Content
There's nothing more powerful than seeing real people share their genuine experiences with your brand.
Encouraging your customers to share their stories not only provides social proof but also builds a rich, authentic narrative around your products. This approach not only increases engagement but also strengthens your brand's credibility and relatability.
Social proof isn’t just a buzzword. Some studies show that 90% are more likely to buy something if it’s been recommended first — even by a stranger!
Rethinking Engagement Metrics
In the chase for likes, shares, and comments, it's easy to forget what those metrics are supposed to represent — real human interaction.
It's time to look beyond these vanity metrics and focus on deeper engagement indicators like conversation depth, community growth, and the quality of interactions.
While these may not be metrics you can easily export from Sprout Social into a CSV file, re-thinking about how you can quantify the value of social media may offer more insight into your brand's impact and resonance with your audience.
Incorporating Sustainability and Social Responsibility
Consumers are increasingly aligning with brands that reflect their values. In the cannabis industry, this could mean highlighting your sustainability efforts, your commitment to an equitable industry, or how you give back to the community.
These kind of efforts not only set your brand apart but also contribute to a larger narrative of the cannabis industry acting as a force for good.
Leveraging the Power of Video Content
Marketers know this, but for those entrepreneurs who aren’t as aware, we are living through the TikTokification of social media.
That means that short-form video content is the most valuable kind of content you can produce from an engagement standpoint.
This is especially true in the cannabis industry, where visual storytelling and education can play a crucial role in demystifying products and fostering a deeper connection with your audience.
The key is doing so in a way that doesn’t get shut down by content moderation bots —but I’m watching brands like Gorilla RX Wellness do it successfully on Instagram.
Understanding Instagram's Video Formats: A Quick Overview
IG Stories offer a glimpse into the daily life of your brand, perfect for informal updates and engaging directly with your audience through interactive features.
Reels provide a platform for creativity and broader reach, allowing you to participate in trends, share concise messages, and engage with a wider audience.
Feed Posts are ideal for in-depth content, including educational videos and detailed brand stories, contributing to a rich and informative profile.
As reminder, we covered the head of Instagram’s recent comments about how their metrics show that growth on the platform is coming from videos as well as DM’s, which are triggered by people spending more time in their stories than their feed.
Cost-Effective Video Strategies
Embracing video content doesn't necessarily mean high production costs. With today's technology, creating high-quality videos can be as simple as using a smartphone and free (or cheap) editing tools like CapCut.
This approach not only saves money compared to traditional graphic design (which can be expensive and time consuming) but also often results in higher engagement and a stronger connection with your audience.
The Strategic Advantage of Videos
Videos are not just about entertainment; they are a versatile tool for storytelling, education, and brand engagement. By smartly using IG Stories for timely updates, Reels for reaching new audiences, and feed posts for evergreen content, you can maximize your impact on Instagram and beyond.
Embrace the cost-effective and engaging power of video to bring your cannabis brand's story to life.
Breaking Out of Groundhog Day
As we continue to navigate the complexities of marketing in the cannabis industry, it's crucial to reflect on our practices and the patterns we've fallen into.
By embracing authenticity, focusing on education, leveraging real stories, redefining engagement, and highlighting our values, we can break free from the Groundhog Day of marketing in the cannabis industry and truly connect with our audience.
What are some of the patterns you've identified in your marketing strategies? How are you planning to break free and innovate?
Share your thoughts and let's start a conversation on paving new paths for cannabis marketers!
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Here are just some of the articles I’ve been reading from around the cannabis industry and the marketing world this week.
Cannabis Industry Blogs + More Headlines:
Illicit Sales Outpace Legal Market by More than 3 to 1 - MG Magazine
2 Minutes With … Matthew Janz, Director of Marketing at The Source - Muse by Clio
Struggling with oversaturation, Oregon’s cannabis industry calls for new restrictions - OPB
Brand Drops THC-Laced Wing Sauce Just in Time for Super Bowl Parties - Ad Week
Mainstream Marketing Chatter:
The Power of Storytelling in Branding: A Playbook for Startups - Grit Daily
Making a 2024 marketing plan? Don’t bother unless it includes YouTube Shorts - The Drum
5 Reasons Why Sonic Branding Is Important - Rolling Stone Culture Council
The power of frontline employee engagement on social media - Sprout Social
Did you know that CannabisCMO is partnered with Marijuana Moment to offer special discounts to our readers on advertising in their newsletter and on their website?
Interested in getting in front of 80k active subscribers + millions of readers who come to MarijuanaMoment.net for the latest cannabis industry and advocacy news?
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