MJBizMagazine September 2021 - 62

Listening
In
By Adrian D. Garcia
Cannabis companies join
new social media platforms
to participate in discussions and
connect with potential consumers
Burgeoning social media sites TikTok
and Clubhouse offer cannabis
companies an opportunity to
elevate their profiles and engage
with customers and colleagues.
TikTok is a video-sharing app that
operates much like Instagram Reels.
The TikTok platform is popular with
those in Generation Z and some
millennials. Clubhouse, meanwhile,
is an invite-only, voice-sharing
app organized around interest
areas and communities. And, like
LinkedIn, the platform is frequently
used by marijuana professionals
and advocates. Here are some
considerations for cannabis companies
interested in exploring these apps:
* Clubhouse provides an opportunity
for brands to host conversations
that highlight the expertise of community
partners or knowledgeable
talent within the company.
* Conversations on Clubhouse can be
organized around high-level topics,
including industry trends and issues.
* Professionals using Clubhouse
might benefit from listening and
participating in discussions not
explicitly tied to cannabis. Expanding
their focus could provide learning
opportunities and connections with
those in adjacent industries.
* TikTok does not allow promotion
or discussion related to controlled
substances including cannabis,
alcohol or tobacco. Those in the
industry must be cautious and
creative on the app to avoid account
bans and suspensions.
* Influencers on TikTok might be able
to talk about products and brands
in an authentic way that avoids the
risk of a company's account being
flagged for violating community
guidelines.
62 MJBizMagazine | September 2021

MJBizMagazine September 2021

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