Cannabis Entrepreneurs: Stop Letting Social Media Be Your Only Strategy
As a marketer at heart, one of the biggest issues I see today is business owners’ obsession with content and social media. I know this might be a hot take, but hear me out.
Social media has absolutely changed the game for business. It’s helped brands scale exponentially and reach audiences they could’ve only dreamed about 15 years ago. That kind of easy-access visibility is powerful — and I’d never tell you not to use it.
But here’s the problem: too many entrepreneurs think social media is the business model. It’s not.
👉 Social media can help your business scale, but it should never be the only way people discover you. That’s why I put together a free guide: 5 Quick Wins to Make Your Cannabis Business Discoverable Online. These are simple, practical steps you can take today to start building visibility beyond the algorithm.
Followers Don’t Equal Revenue
It’s easy to get caught up in the illusion. You start seeing more website traffic, more engagement, maybe even a temporary boost in revenue. But the real formula is this:
Build a solid foundation.
Use social media as part of your funnel.
Expand from there.
On its own, social media only has mid-tier importance in your overall business strategy. Plenty of businesses thrived long before Instagram existed, and plenty will thrive long after TikTok’s hottest trend fades.
Let’s say you’ve built the audience — the followers, the likes, the comments. Now what? Behind those thousands (or even hundreds of thousands) of followers, the truth often looks like this: most people are just watching. They love your content, but they’ll never buy from you.
That’s when your dream starts to feel less like a business and more like a content museum.
The Foundation > The Hype
One piece of advice I’ll leave for new and future entrepreneurs: don’t get distracted by instant gratification. Anything that lasts takes time to build, even when it seems like everyone else is “getting it” overnight.
I read a quote by Plato in a book I’m currently reading, written by two highly successful entrepreneurs who embody true resilience. The quote was:
“An empty vessel makes the loudest sound.”
My takeaway? Sometimes the most visible, most popular, seemingly successful people have nothing beyond their visibility. No foundation. And once the hype dies, there’s nothing left to stand on.
So yes — be on social media. Be visible. Tell your story and talk about your business every single day if you want. But don’t confuse visibility with sustainability.
👉 Visibility is great, but discoverability and structure are what keep your business alive long-term. Don’t leave it to chance. Grab my free guide, 5 Quick Wins to Make Your Cannabis Business Discoverable Online, and start building the foundation your cannabis business deserves.
