5 Social Media Marketing Tactics B2B Cannabis Brands Should Use This Year
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In 2021, social media marketing will continue to be a challenge for companies working in and with the cannabis industry. However, there are some growing social media marketing trends this year that are perfect for B2B cannabis brands – especially the side businesses marketing their products and services to cannabis business license holders.
1. Video content is noticed and shared
Online video content has been popular in social media marketing for years, and this trend shows no signs that it will stop in the near or distant future. In fact, video content is coming first on more social media platforms than ever before – from TikTok, YouTube and Instagram to Twitter and Facebook and everything in between.
Remember, video content doesn’t have to be professionally created with expensive lighting, sound, and production to be popular on social media. In fact, it could be argued that professionally created video content is bogus and actually turns people off your brand.
If you are creating professionally produced videos, make sure that your social media feed contains a mix of video content – both professionally produced videos and real-world, non-professionally produced videos. Grab your phone and take a behind-the-scenes video of your business. This type of content can be just as popular – even more popular – than expensive professional video.
One big video content trend in 2021 that your business could take advantage of is Instagram roles being sent to all users, not just your existing followers. This is a big deal because it gives you the opportunity to grow your audience with short (3-15 seconds) video content.
2. Stories are becoming increasingly popular on a growing number of social media platforms
After the popularity of Snapchat, Instagram launched Stories in 2016. Since then, the concept of short-lived stories has expanded to other social media platforms such as Facebook in 2017 and YouTube in 2018. But that is not all.
Twitter, LinkedIn and Pinterest have all jumped on the Stories train with features that have been tested for some time. Note that different platforms have different lifetimes for story-type content. However, one thing is consistent no matter where you post this type of content – it is extremely popular.
3. Live content attracts audiences
Live video content was once the job of big brands with big marketing budgets, but that’s no longer the case. Live streaming video content became increasingly popular before the COVID-19 pandemic, and now live video content on social media is the norm. The growth of virtual events brought live content for people who may never have thought of watching it before the quarantine began.
Instagram Live and Facebook Live are two of the most popular options for sharing your live video content with audiences on social media. Just be very careful to follow the rules. Even if your business is not a cannabis plant touch business, it is in your best interest to play it safe. You definitely don’t want to risk your social media profiles, pages, and channels getting closed!
4. Educational content promotes engagement
Educational content is key to B2B marketing for most industries, including the cannabis industry. That’s because educational content is more useful and meaningful than self-promotion, and nobody wants to spend time viewing (or reading) social media ads.
Start by posting an educational blog post and then converting it to social media educational content. This can include images, videos, infographics, quotes, tips, expert advice, and much more.
For example, Instagram manuals are a great way for users to create individual resources that are more detailed than just an image or video. Instagram made guides available for all users in November 2020. Since then, users have used them to bundle posts and create guides, tutorials, product guides, and more.
5. Purposeful content more than ever
The world changed in 2020 with the COVID-19 pandemic, which affected everyone in one or more ways. Today’s consumers are actively looking for brands with a purpose offered by companies dedicated to doing good and changing the world for the better. All of this fits in perfectly with the long-established cannabis culture.
Hence, both cannabis and cannabis-related companies need to prioritize their brand values and really live by them in 2021. Social media provides a perfect platform for proving that your brand and company are going the way, not just making the conversation.
Integrate your brand and business purpose into your social media content and conversations. Many brands have had great success on Instagram and Facebook, but for B2B brands, the practice on LinkedIn is growing significantly.
Key Lessons Learned About Social Media Marketing Tactics B2B cannabis brands should be used this year
To be successful with social media marketing, B2B cannabis brands must take three first steps. First of all, you need to understand the rules of any social media platform you use. Second, you need to understand where your target audience is active and focus on the platforms that they spend most of their time on. Third, you need to understand what types of content will work well with your audience on the platforms you choose. This requires research and testing.
Start your 2021 investment in social media marketing using the five tactics outlined above, and you will be well on your way to promoting your brand on the social web.
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