We all know the algorithm is out to get us—especially in cannabis. It buries your best posts, hits you with vague “violations,” and makes you wonder if anyone even saw that award-winning shot you just dropped. Perfect lighting, punchy caption, dialed hashtags—and still, 43 views.
So yeah, shadowbanning is real.
But also…
Sometimes, your content is hitting like mids.
Looks good on the shelf, but nobody’s coming back for seconds.
Cannabis creators and businesses are operating on hard mode. We’re dodging censorship, working around platform rules written in invisible ink, and trying to make meaningful content while under digital surveillance. But even under those conditions, some posts break through. Some brands build momentum. So if nothing is working—it might be time to look inward, not just at the algorithm.
You’re Not Shadowbanned—You’re Just Saturated
Let’s be honest—most of us are working with one eye on compliance and the other on competitors. We look around to see what seems to work, and then we lean into that aesthetic, that format, that caption tone.
But when too many brands and creators follow the same playbook, things get stale. Fast.
It’s not just about color schemes or fonts—it’s about energy. When every post starts to look like a copy of a copy, audiences stop paying attention. And when people stop paying attention, the algorithm follows suit.
This isn’t about calling anyone out—it’s about a broader trend. Censorship breeds caution, and
caution breeds sameness. But sameness doesn’t build connection—it builds scroll-past content. Whether you’re a content creator or a cannabis company, playing it too safe can cost you more visibility than the algorithm ever could.
Read the Room: Who Are You Really Speaking To?
Another reason content underperforms? It’s not that it’s shadowbanned—or even boring. It’s that it’s tone-deaf.
Cannabis culture has long leaned on certain tropes: over-sexualized visuals, hyper-masculine branding, or content that assumes every viewer is already “in the know.” But as the industry grows, so does the audience.
Your feed might be full of industry insiders, but that doesn’t mean your followers are all cut from the same cloth. There are new consumers, older patients, curious professionals, parents, creatives, veterans, and people of every background tuning in. If your content only speaks to a narrow slice of that, you’re unintentionally pushing others out.
Ask yourself:
- Am I only relying on specific aesthetics (body types, gender roles, subculture styles) to get attention?
- Am I assuming everyone knows the slang, the products, or the context?
- Could someone new to cannabis—or coming from a different walk of life—feel seen here? Or are we gatekeeping by accident?
- Does my content reflect the diversity of experiences cannabis actually touches—patients, creatives, wellness seekers, legacy operators, and everyday consumers?
This isn’t about watering things down. It’s about widening the circle. Connection is the goal— and if your content doesn’t reflect the spectrum of your audience, it won’t convert.
What Actually Cuts Through?
It’s not polish. It’s not performance. And it’s definitely not playing it safe.
The cannabis content that resonates right now is:
- Unexpectedly honest
- Raw or behind-the-scenes
- Specific to the creator’s or brand’s perspective
- Relatable, even if rough
- Made with intention, not just momentum
And most importantly—it tells a story.
Storytelling is what sticks. People don’t just want to know what you sell—they want to know why it matters. They want to understand what your brand solves for them, what community you’re building, and how you fit into their world. When you bring people into your narrative—whether it’s your farm’s harvest story, your patient-first ethos, or your creative process—that’s when they lean in.
You don’t need a big budget or a viral trick. You need a voice. A message. A moment of truth that makes someone stop scrolling—not because the algorithm told them to, but because they felt something.
Know Your Audience, Make Real Content
Before you assume you’ve been shadowbanned, ask yourself:
- Is this post actually engaging?
- Is it visually or emotionally different from what I’ve posted before?
- Do my followers even care—or am I just filling space?
- Am I really connecting with the people I say I want to reach?
- Am I telling a story that shows what my brand solves, not just what I sell?
The algorithm might block your reach.
But your audience?
They might just be tuning out.
Victoria Burkard is a cannabis strategist and content consultant who helps brands grow authentically while navigating the ever-changing landscape of shadowbans and platform restrictions. She writes from the intersection of creativity and compliance—because in this industry, you need both.
More from Victoria here at Beard Bros Pharms
Banned by the Algorithm: How Hashtags Quietly Kill Brand Growth
Latinas in Cannabis Summit 2024: Uniting the Community through Passion, Advocacy, and Education
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