What to Post on Instagram (And Examples of Cannabis Companies Who Kill It!)

Did you know that Instagram has more than 1 billion (yes, billion with a b) monthly active users, and over 80% of accounts on Instagram follow a business? There are thousands of companies within the cannabis industry using Instagram alone! This makes Instagram a very powerful platform that is full of potential customers.

However, it can be difficult to figure out what to post, plus navigating on how to stay in Meta’s good graces as a cannabis company, so we put together this roundup of the top 6 post ideas (with industry all-star examples!) to help boost your engagement, build your brand within the cannabis community, provide a personal voice and add variety to your grid.

1. Create Recurring Content

If you struggle with what to post on a daily basis, create recurring content series/themes that you can easily fall back on and help guide you. This one is easy and also helps with planning out your monthly content. Think about topics like monthly stats, what awareness month it is, showcase a monthly product/service or a simple education series.

Or, as Wyld does over on their Instagram account, they post how they pair and share their gummies #thewyldway

2. User Generated Content

If you have a product, it is likely that your followers have tagged you or used your #hashtag in a post that you can re-share on Instagram (don't forget to give them credit).

Take Britten Inc for example, they showcased their amazing Harry's House on their grid, by sharing a video that one of the happy visitors created.

Secondly, encourage your customers to follow you and send you photos and videos to share like Drink Drippy does on the regular.

3. Go Behind the Scenes

Behind the scenes content screams transparency, as you are quite literally lifting the veil to your company. What goes on behind closed doors can make for incredible content, and showcases your brand in a different light. Things like employee spotlights, the making of your product or even packing some orders is a great way to achieve this! Beaker and Wrench do a great job of capturing their day-to-day goings on..

Purple Rose Supply also showcases the behind the scenes of how they use their product everyday!

4. Embrace the ‘Holiday Spirit’

There is something seasonal happening at all times of the year, so why not capitalize on those official and unofficial holidays! Engaging and tapping into what people are already thinking about is a great way to connect with your customers. Just take a look at what Vibes Papers did to celebrate the 4th of July!

5. Stay Current

The use of current events and topics is a perfect inspiration for Instagram posts, and positions you as in-the-know and relevant. What is everyone talking about? Has there been a development within the cannabis industry (let's be honest, when isn't there a development in the cannabis industry)?

Black Buddha Cannabis consistently showcases what is happening within the industry.

Also, when we think about current events, politics is usually the first thing that comes to mind - but you don't need to use such a serious topic! Take Filtrous for example, they tapped into the dad joke trend and put their own scientific spin on it.

6. Let your Customers shine for you

Testimonials: the best form of social proof. They help your brand build trust and showcase the value of your product. Ace Kiosk did this in one of the most authentic ways, by filming one of their customers using their product for the first time and getting their reaction first hand.

Or simply share a snippet of your customer's written testimonial, just like Eco Four Twenty does.


The opportunities of what to post on Instagram are endless - even for cannabis companies who are in a somewhat precarious position on the platform! So, when you are feeling overwhelmed, just refer back to this list and examples to help get you out of that creative slump.

If you are wanting a more in-depth guide on Instagram marketing in the cannabis industry, check out this post which is the key to understanding what you can and can't do to stay on Instagram's good side. Or perhaps you are wondering when and how often you should post? This article covers all of that for B2B cannabis brands.

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