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How to Use TikTok for Cannabis Business Marketing Without Breaking Community Guidelines

  • Writer: Cann Strategy
    Cann Strategy
  • Jun 3
  • 3 min read

TikTok and Cannabis: A Tricky Relationship

TikTok is one of the fastest-growing platforms in the world, boasting over 1 billion monthly active users—and a powerful algorithm that helps even small businesses go viral. But for cannabis brands, there’s one big catch: TikTok strictly prohibits the promotion of drugs, including cannabis, regardless of legality.


Accounts are regularly flagged, shadowbanned, or permanently banned for violating this policy—even when content is educational or lifestyle-focused.


So, how do you harness TikTok's reach without getting shut down?


This article walks you through compliant content strategies, what to avoid, and how to stay creative while staying within the rules.


What TikTok Doesn’t Allow

Even educational content can be removed if it appears promotional.Before you plan your first video, understand the key restrictions in TikTok’s Community Guidelines:


  • No showing or selling cannabis products (flower, edibles, vapes, etc.)

  • No mentions of THC, “weed,” “pot,” or related slang

  • No pricing, ordering links, or promotional codes

  • No claims about health or medical benefits of cannabis



tik tok app icon and other social icons on phone screen

✅ What You Can Do on TikTok for Cannabis Business Marketing

TikTok favors content that is authentic, entertaining, and community-driven. Here’s what you can do as a cannabis brand:

  • Educate in a non-salesy way

  • Share brand culture and day-in-the-life content

  • Engage with wellness and lifestyle topics

  • Build brand personality, not just product promotion


1. Share Lifestyle, Not Product

Instead of posting a product video (which will be removed), post:

  • A team member's morning routine

  • A look at your brand’s HQ or grow (without showing product)

  • A “behind-the-scenes” of planning a community event

  • Customer stories (with permission and no mention of sales)


🧠 Pro Tip: Show the vibe of your brand, not the product.


2. Educate Without “Selling”

TikTok loves tips, facts, and how-tos—as long as they don’t promote a banned substance.


Try:

  • “What is the endocannabinoid system?”

  • “Common myths about cannabis use”

  • “What is a terpene?”

  • “How to talk to your doctor about cannabis (for general wellness)”


💡 Pro tip: Avoid words like "buy," "THC," or product names. Use symbols or spacing:Instead of "THC" say "T-H-C" or use “plant-based wellness.”


3. Get Creative With Your Language

Clever cannabis creators get around strict keyword moderation by:

  • Using code words (“the plant,” “green,” “herb,” etc.)

  • Replacing letters with emojis or symbols (e.g., “w**d” or “🌿”)

  • Letting the visuals or vibe carry the message without explicit wording


⚠️ TikTok bots do scan captions and even read on-screen text, so keep it subtle.


4. Develop a Distinct Brand Aesthetic

Even if you can’t showcase your product, you can create brand affinity.

TikTok success is all about recognizability and consistency.

  • Use a signature color palette, editing style, or music genre

  • Feature a recurring team member as your brand’s “face”

  • Create series-based content like “Myth Mondays” or “Grow Room Diaries”


5. Engage Authentically

Don’t forget: The algorithm rewards engagement and shares more than perfection. Your goal on TikTok is to build community, not push products.

  • Respond to comments with video replies

  • Stitch or duet with other creators in adjacent spaces (wellness, meditation, food)

  • Celebrate user-generated content (testimonials, brand mentions, etc.)



⛔ What to Avoid (Even If You're Tempted)

  • Don’t show consumption (even CBD)

  • Don’t show packaging, pricing, or flower

  • Don’t link directly to your dispensary or e-commerce site

  • Don’t use hashtags like #cannabis or #420


Stick to adjacent hashtags like:


Always Have a Backup Plan

TikTok accounts can be suspended or banned without warning when you're cannabis business marketing. Protect your audience by:

  • Growing your email and SMS lists

  • Linking followers to a link-in-bio landing page with compliant CTAs

  • Downloading your best-performing content for reuse on other platforms


Final Thoughts: Play the Long Game

TikTok isn’t the place to sell cannabis—it’s the place to build trust, personality, and brand recognition. If you focus on educating, entertaining, and connecting, you’ll build a loyal following that converts elsewhere.


Need Help Creating a Cannabis-Compliant Social Media Strategy?

At Cann Strategy, we help cannabis companies grow visibility without risking their accounts. From strategy to execution, we help brands navigate compliance while standing out.


📧 Email us to schedule a business strategy session🌐 www.cannstrategy.com


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