The State of Cannabis and Psychedelic Social Media in 2024: Navigating an Uncertain Landscape

The most pressing issue facing cannabis and psychedelic brands is the rapid development of AI moderation tools used by Meta. While AI's role in content moderation has been touted as a way to combat misinformation and inappropriate content, it's also resulted in a more unforgiving environment for cannabis and psychedelic businesses.

Even if brands follow Instagram’s guidelines—such as avoiding direct sales and refraining from promoting illegal activities—AI can still flag their posts. Users have reported that the algorithm detects even small visual cues, like a green pot leaf in the background of a product image, and flags or removes the post.

For example, one user in the cannabis industry shared that they regularly post photos of vapes and pre-rolls but blur any images that could be interpreted as promoting illegal use. This strategy has helped them avoid flagging, though it shows how cautious brands must be when sharing product images.

Despite the challenges of AI moderation, Instagram’s "Account Status" feature provides brands with insights into why their content may be suppressed. In this feature, businesses can see posts that aren’t being recommended or are shadow banned (i.e., hidden from non-followers). Some posts may not be outright removed but could be lowering the account's visibility, which in turn hurts engagement and growth.



Cannabis brands have learned that appealing these decisions or removing flagged posts quickly can help their accounts stay alive. One user noted that while appeals are often successful, it may be simpler to remove problematic content, especially if it’s been up for several days and has already run its course in terms of engagement.

@leafwire on Instagram

In response to the strict enforcement of content rules, many cannabis and psychedelic brands are shifting their focus from showcasing products to highlighting the lifestyle associated with their products. This pivot allows brands to maintain a presence without risking account deletion.

For instance, brands are now posting content that features outdoor activities, meditation, or artistic expression, with subtle references to their products. By focusing on the lifestyle and well-being aspects of cannabis or psychedelic use, these companies can still connect with their audience while keeping their content compliant.



A cannabis brand shared how they post photos of people enjoying outdoor adventures or creative endeavors, subtly hinting that their products are part of that experience. This approach not only adheres to guidelines but also creates relatable content that resonates with followers.

@leafly on Instagram

Even when businesses follow Instagram’s guidelines, they may still fall victim to their competitors or disgruntled employees who can report content for violating terms. Several brands mentioned instances where their accounts were flagged months after posting, leading them to suspect foul play.



For example, one dispensary had its Instagram account deleted after someone reported a post from April 20th (4/20), even though the post followed community guidelines. They believe the flagging was a result of competitors or former employees targeting them. While Meta hasn’t confirmed the role of user reports in these incidents, it's clear that community-driven reporting is a growing problem in the industry.

With so many accounts getting deleted, some cannabis and psychedelic companies have taken the precaution of creating backup Instagram accounts. This ensures they can continue communicating with their audience, even if their main account is taken down.



Backup accounts have become especially common in dispensaries, where multiple stores may have their own social media presence. Losing an account can significantly disrupt business, especially when it comes to promoting events, store updates, and product launches. One user shared that after losing over 30 Instagram accounts across various store locations, they now create backup accounts as part of their social media strategy to safeguard their online presence.

What’s particularly troubling is that Meta’s recent crackdown extends beyond cannabis. Puffco, a company that sells cannabis consumption devices but not the product itself, had its Instagram account temporarily suspended. In this case, the account was flagged for "human trafficking"—a clear misstep by Meta’s moderation team—right before a major product launch. While Puffco’s account was reinstated, the timing and vague explanations highlight the precariousness of managing an account in this space.



Similarly, psychedelic wellness companies that focus on education, therapy, and lifestyle content are also subject to these challenges. Although their content is non-commercial and doesn’t directly promote the sale of substances, it can still be flagged due to its association with psychedelics.

@dosists on Instagram

Given the volatility of cannabis and psychedelic accounts on Instagram, many businesses are exploring alternative platforms to connect with their audience. Social media platforms like Weedmaps or MassRoots, which are designed specifically for cannabis consumers and businesses, offer more lenient guidelines and safer spaces for promotion.



At the same time, many companies are investing more heavily in email marketing and SEO-driven content strategies, where they have more control over their messaging. These alternatives ensure they can stay connected with their audience even if their social media accounts get taken down.

@weedmaps on Facebpok

The cannabis and psychedelic industries face unique challenges when it comes to social media marketing. With AI-driven moderation making platforms like Instagram riskier than ever, businesses must adapt their strategies to survive. This includes being more cautious with product-centric content, focusing on lifestyle branding, and creating backup accounts as insurance against sudden deletions.

Ultimately, the rise of AI moderation, coupled with Meta’s unpredictable enforcement, underscores the need for brands in these industries to diversify their marketing efforts. While Instagram remains an important tool, it’s clear that relying too heavily on it can be risky for cannabis and psychedelic businesses. Exploring other channels—both social and non-social—will be key to sustaining long-term growth.



In the meantime, brands must stay flexible and creative, as they continue to navigate this uncertain and evolving landscape.