What, when, and how often to post on social media for B2B cannabis brands
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For B2B cannabis brands, social media marketing has a unique set of rules compared to other industries. This is because the rules of Facebook, Instagram, Twitter, YouTube, and other popular social media platforms make it difficult to post content without deleting your cannabis brand’s page, profile, or channel without notice.
The bottom line is that the what, when, and how often to post on social media best practices that work for companies in other industries don’t necessarily work for B2B cannabis brands. The secret recipe for social media marketing success lies in your brand’s specific audience and your ability to engage, educate, and entertain them with relevant content.
With that in mind, let’s take a look at some of the best practices for social media posting based on real world data gathered from a variety of research studies. To begin with, these best practices provide an excellent blueprint. As you build your audience and get more active on social media, keep track of your own data and modify your strategies as needed to get the most out of your time investment on each platform.
What to post on social media for B2B cannabis brands
What should you post on your social media accounts? The key is to put your target audience first. What would you be interested in related to your industry, your company and your brand?
If your focus is on posting, teaching, engaging, or entertaining high quality content, you should be fine. Note that a website like LinkedIn is much more business-oriented and professional than a website like Instagram. Therefore, the same topic may need to be discussed differently across platforms to get the best results.
Below is a list of 40 content and topic ideas that can be converted into text, image, and video posts. You can use these posts on many social media platforms to increase brand awareness, notoriety, loyalty, advocacy, and even sales (albeit indirectly for cannabis brands).
- Blog posts and articles from your company (teaser snippets with links to the full posts)
- Corporate news
- Corporate services
- Press mentioned
- Employee introductions
- New hires
- Cannabis culture
- Research reports and statistics
- Market and industry data
- Interesting and inspiring quotes
- Industry news
- Case studies
- Webinar videos
- Webinar reviews
- Event material
- Free resources
- Job offers
- Community news and information
- That day in history
- How one
- Tips and Tricks
- question and answer
- Event announcements
- Polls and polls
- Infographics and visualizations
- Recorded videos
- Live videos
- Shared content from reliable sources or influencers
- Company history
- Explanatory videos
- Gifs and animations
When to Post on Social Media for B2B Cannabis Brands
There have been a lot of studies on the best times to post content on various social media platforms. Below are a selection of recommendations from recent studies conducted by two of the most popular social media management tools, SproutSocial and Hootsuite, so you can start testing your own release plans.
When to post on Instagram
Instagram is all about pictures and videos. For B2B cannabis brands, Instagram Stories and Instagram Guides are great ways to inform, motivate, and entertain your target audiences.
Here are the best times to post on Instagram based on your research:
- Mondays, Tuesdays and Fridays just before 11:00 a.m. The main engagement takes place on Tuesdays at 2:00 p.m. (via SproutSocial).
- Monday through Friday between 12:00 p.m. and 1:00 p.m. EST (via Hootsuite)
When to post on Facebook
Facebook attracts a wide variety of users, most of whom access the website on their mobile devices. Make sure you publish mobile-friendly content on your Facebook company page.
Here are the best times to post on Facebook based on your research:
- Mondays, Wednesdays and Fridays from 10:00 a.m. to 11:00 a.m. (via SproutSocial)
- Tuesdays, Wednesdays, and Thursdays between 9:00 a.m. and 2:00 p.m. EST for B2B brands (via Hootsuite)
When to post on Twitter
Twitter may not be as popular or trendy as Instagram or Facebook, but it’s still an important part of B2B social media marketing.
Here are the best times to post to Twitter based on your research:
- Wednesdays and Fridays at 9:00 a.m. (via SproutSocial)
- Mondays and Thursdays between 11:00 a.m. and 1:00 p.m. EST for B2B brands (via Hootsuite)
When to post on LinkedIn
LinkedIn is a great place for B2B cannabis brands to invest time as it’s about bringing professionals together. LinkedIn users expect business-related content to appear in their feeds.
Here are the best times to post on LinkedIn based on your research:
- Wednesdays at 3 p.m., Thursdays between 9 a.m. and 10 a.m. and Fridays from 11 a.m. to 12 p.m. (via SproutSocial)
- Monday and Wednesday at 7:45 a.m., 10:45 a.m., 12:45 p.m., and 5:45 p.m. EST for B2B Brands
When to post on YouTube and TikTok
YouTube is the second most popular search engine in the world (after Google) and the most popular video platform. Hence, YouTube should be part of your social media marketing strategy.
TikTok is especially popular with younger viewers for short video content and can be a useful part of the social media marketing plans of some B2B cannabis brands (e.g., providers of professional training and certification in the industry or professional recruiters).
Here are the best times to post on YouTube and TikTok based on research:
- YouTube: Thursdays and Fridays between 2 p.m. and 4 p.m. (via SproutSocial)
- TikTok: Wednesdays at 9:00 a.m. EST and Fridays between 7:00 a.m. and 9:00 a.m. EST (via TikTok)
How often to post on social media for B2B cannabis brands
Given the many restrictions on cannabis companies, B2B brands are typically advised to spend less time social media publishing than brands in other industries just because you are likely to get a higher return on your investment from other marketing channels.
However, an active presence on social media platforms is essential to establish social proof of your brand and a trustworthy digital footprint. With that in mind, here are recommendations for how often to post on multiple social media platforms, based on research by OptinMonster, Later, Buffer, and HubSpot:
- Instagram: One contribution per day (via buffer)
- Facebook: Two to five posts a week
- Twitter: The more you post, the better. Start with 3-5 posts per day.
- LinkedIn: Two to five posts a week.
- Youtube: One video a week and increase your posting schedule if you can without sacrificing quality (via OptinMonster).
- Tick tock: Three to five posts per day (via later)
Important findings on the subject of social media publishing
In order to find the best posting plan to optimize the engagement of your social media posts, tests need to be done. Think about who your audience is and where your audience is. Keep time zones and work schedules in mind as you develop your schedule, and be ready to make changes as you collect more data from your social media tools. What works today may not work tomorrow as people’s behavior and the algorithms of social media platforms change.