Compared to behemoths like Facebook, Tiktok, Instagram or even Snapchat, Twitter isn’t in the social media varsity - it’s barely JV. Twitter’s popularity with political and media leaders and utility as a real-time communications system means it often dominates news cycles out of all proportion to its actual size. Setting aside Twitter’s operational, financial and public relations problems for a moment, the platform is small potatoes in the social media firmament. Twitter is a relatively small platform that’s never been ideal for ad campaigns. Here are three risks with Twitter’s new policy that cannabis companies should consider before spending: 1. But for several reasons, Twitter’s new policy is unlikely to have a huge impact in the cannabis space unless bigger, more stable social media networks decide to follow suit.
If nothing else, it will hopefully prompt a conversation about how thousands of legal businesses paying billions in state and federal taxes in more than 40 states remain stifled by archaic bans and regressive tax policies. So it’s not meaningless that Twitter is now allowing cannabis ads. Cannabis business owners are effectively shut out of marketing on the world’s largest search engine and the world’s largest social media network. Google does not allow ads that promote cannabis consumption, sales or purchases - you can’t even provide informational content about cannabis. Widespread bans on digital advertising are one of the thousand cuts that have condemned many cannabis businesses to untimely deaths.
“Twitter to allow ‘approved’ and state-legal cannabis companies and other advertisers to post ads in the United States….a major win for marketers!” My LinkedIn blew up last month with news about Twitter (for once, not about its most recent owner).
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