How Two Weed Brands Do Social Media

Which platforms, what content, and why.

The Broccoli Report 
Friday, September 16, 2022
Time to read: 8 minutes, 5 seconds. Contains 1617 words.

Social strategy insights from CBD brand Dazey and accessories brand House of Puff.

Around this time last year, we asked three weed brands how they used social media. TikTok was ascendent, and businesses were dipping their toes in its frenetic waters; cannabis censorship on all platforms was ticking up; e-commerce sales were still spiking. 

Today, the game is in a different place. More brands and content crowd the digital airspace, and the wellness shopping spree sparked by the COVID-19 pandemic has ended, leaving twice as many brands competing for a smaller number of transactions. IG feeds are choked with sponsored and suggested posts, and brands can no longer avoid producing videos. 

Two things haven’t changed, though: Social media remains a vital realm companies need to build an identity and engage with customers. And cannabis and hemp brands are still at a disadvantage, navigating a murky, strictly regulated environment where they are subject to random account suspensions and deletions for content that breaks community guidelines.

To get a sense of the current algo-rhythms and learn how brands are adapting their approach to social, I spoke with two companies with multidimensional online presences: Dazey, a CBD brand, and House of Puff, a smoking accessory/lifestyle brand. (Sundae School wasn’t able to chime in, but they’ll share their perspective next time.) Each shared which platforms they use, how they use them, which content sparks engagement, whether they’re commissioning content, and how they’re making navigating these finicky apps worthwhile for their brand.