Instagram has an estimated 1 billion monthly active users since its initial release back in 2010. Any disruption to a thriving Instagram account, especially for cannabis-related accounts, can have devastating effects from a marketing perspective. In most cases, a violation of the TOS can be walked back through a series of steps, as detailed by marketing expert Colin Bambury. Bambury has encountered Instagram suspensions numerous times and wrote up a guide on his website Adcann to help others get their accounts reinstated.
“Social media is an important tool for marketers in any space. It allows brands to create connections and communicate with current and potential consumers anytime, anywhere,” Bambury writes. “With COVID-era lockdowns, consumers are staying inside and scrolling through social platforms more than ever, increasing the importance of digital advertising and native content creation. The cannabis industry is no exception – with many brands, retailers, producers, and accessory purveyors utilizing platforms including Twitter, Facebook, Instagram, LinkedIn, and Snapchat.”
Bambury lists that Instagram and Facebook’s policies around “drugs and drug-related products” include ads that don’t promote the sale or use of “illegal, prescription or recreational drugs,” avoiding the use of images related images such as bongs or rolling papers, avoiding any use of images of a recreational drug itself, and avoiding images specifically showcasing recreational or medical cannabis.
Although Facebook acknowledges that cannabis can be both ‘recreational’ and ‘medical,’ implying that the substance is regulated and has medicinal value, their official website continues to communicate a zero-tolerance policy on ‘marijuana,’” he wrote in regard to the company’s image policies. “This poses a large problem for cannabis producers, brands, retailers, accessory producers, and marketing agencies looking to connect with consumers.”
On Instagram specifically, same-topic competition can also prove to be a nuisance. “Instagram will frequently prioritize removing content that is reported – which means that ‘haters’ and unethical competitors can, unfortunately, conspire to potentially have your page taken down,” he added.