When should I post on Social Media (LinkedIn, Facebook, etc.)when promoting my cannabis business?

Navigating social media for cannabis businesses requires careful planning due to platform-specific guidelines and advertising restrictions. Using a content calendar can help manage posts, plan around events, customize content per platform, and avoid accidental violations that could lead to account suspension. It's essential to follow the community guidelines and terms of service for each platform.

While general studies guide on optimal posting times, remember that every audience is different, and testing based on your analytics is crucial. Cannabis content often faces scrutiny and potential 'shadowbanning', where reach is limited, particularly on platforms like Instagram.

Here are general recommendations for posting times on major platforms, based on various studies (note that these are often general findings, not specific to cannabis businesses, which may face unique engagement patterns and restrictions):

Instagram

• Optimal times suggested by studies range from 9 a.m. to 3 p.m. on weekdays8.

• One source specifically mentions 2 p.m. to 3 p.m. as a good time, with Thursday being a potentially strong day.

• Fridays are noted for potentially higher engagement8.

• For cannabis content, be mindful that the bio, image, text, reel cover, and hashtags can trigger violations and limit reach. It's advised to check your account status regularly for content flagged as potentially violating guidelines. Check your specific follower insights to refine timing.

Facebook

• Early morning posts tend to perform well.

• Weekdays between 5 a.m. and 7 a.m. generally show solid engagement.

• Specific peak times identified in one study include 5 a.m. on Monday, Tuesday, and Wednesday, and 7 a.m. on Thursday.

• Friday's peak time was slightly later at 9 a.m.

• Wednesday is often cited as the best day overall for engagement, while Sundays tend to have the lowest engagement.

• Ensure content is mobile-friendly, as most users access Facebook via mobile devices.

Twitter / X

• One study suggests optimal weekday times are mornings (8 a.m. to 11 a.m. EST) and afternoons (around 3 p.m. EST). Weekend engagement windows may be broader (e.g., 9 a.m. to 8 p.m. EST on Saturdays).

• Another source highlights Tuesday, Wednesday, and Thursday between 9 a.m. and 2 p.m. as peak times.

• Different studies report varying optimal times (e.g., 8-10 am & 6-9 pm or 3-4 pm)

LinkedIn (Especially relevant for B2B cannabis brands)

• Posting during standard workday hours on weekdays is generally most effective58.

• Commonly recommended windows include 9 a.m. to 5 p.m. or 9 a.m. to 6 p.m. on weekdays.

• Specific times like mid-morning (e.g., 10-11 a.m.), lunchtime (e.g., 12-1 p.m.), and mid-afternoon (e.g., 2-4 p.m.) are often highlighted as effective periods.

• Tuesdays, Wednesdays, and Thursdays frequently emerge as strong days for engagement.

These times serve as a starting point. Regularly analyze your social media analytics to determine the unique times your specific audience is most active and engaged. Always prioritize compliance with platform guidelines when posting cannabis-related content.