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Unlocking CBD Advertising on Facebook in 2022

Published on: November 17 2023 by CBD Business Accelerator

Unlocking CBD Advertising on Facebook in 2022

Table of Contents

  1. Introduction
  2. The Importance of Advertising CBD on Social Media
  3. Getting Started: Setting Up a Business Manager and Ad Account
  4. Creating Compliant Ads for Facebook and Instagram 4.1. Educational Ads vs Promotional Ads 4.2. Tips for Writing Compliant Ad Copy 4.3. Using Landing Pages and Subdomains 4.4. Whitelisting Celebrity Influencers
  5. Managing Ad Spend and Scaling Profitably 5.1. Determining the Right Budget 5.2. Maximizing ROI and Scaling Success
  6. Expanding to Other Social Platforms 6.1. Advertising on Google and YouTube 6.2. Exploring Opportunities on TikTok 6.3. Leveraging Pinterest, Twitter, LinkedIn, and Reddit
  7. The Role of Creative, Content, and Influencers 7.1. Crafting Engaging Ads and Images 7.2. Collaborating with Influencers and Ambassadors
  8. The Future of CBD Advertising on Social Media
  9. Conclusion

"How to Advertise CBD on Social Media in 2022: A Comprehensive Guide"


CBD and its potential benefits have gained significant attention in recent years. As more people seek natural alternatives for wellness and self-care, the demand for CBD products has skyrocketed. However, advertising CBD on social media platforms like Facebook and Instagram has its challenges due to the strict policies surrounding the promotion of cannabis-related products. In this guide, we will dive deep into the strategies, tips, and best practices for advertising CBD on social media in 2022. From setting up a business manager and creating compliant ads to managing ad spend and exploring other social platforms, we will cover everything you need to know to effectively market your CBD products in the ever-changing landscape of social media advertising.

The Importance of Advertising CBD on Social Media

Social media platforms play a crucial role in the success of e-commerce businesses, including CBD brands. With 81% of e-commerce social referrals coming from Facebook and Instagram, it's clear that these platforms offer immense opportunities for reaching a wide audience. Additionally, Facebook's average organic reach of 5.2% for business pages and the massive user base of 2.7 billion monthly users on Facebook and Instagram make them essential channels for CBD brands looking to grow their online presence. By effectively leveraging these platforms, CBD brands can expand their reach, increase brand awareness, and drive conversions.

Getting Started: Setting Up a Business Manager and Ad Account

Before diving into advertising CBD on social media, it's crucial to set up a business manager and an ad account. This will provide you with the necessary tools and access to manage your ad campaigns effectively. Creating a business manager entails visiting business.facebook.com and following the steps outlined in numerous YouTube tutorials. Additionally, setting up an ad account and installing the Facebook pixel-which allows you to track user behavior and optimize your campaigns-are fundamental steps to start advertising CBD on social media compliantly.

Creating Compliant Ads for Facebook and Instagram

To advertise CBD on Facebook and Instagram compliantly, it is vital to shift the focus towards educational content rather than promotional content. Ads that adopt an educational approach by objectively informing users about CBD have a higher chance of being approved by the platform. It's essential to avoid using promotional language and instead provide valuable information about CBD's potential benefits. Utilizing landing pages or subdomains specifically designated for educational content can further enhance compliance and avoid unnecessary scrutiny from the platform.

Managing Ad Spend and Scaling Profitably

Determining the right ad spend budget and finding the balance between profitability and scale is crucial for CBD brands. While it's tempting to aim for a 10x return on ad spend (ROAS), the reality is that achieving such high returns consistently is challenging. By focusing on a profitable ROAS range and reinvesting the profits into market share, CBD brands can effectively grow their customer base over time. Additionally, leveraging customer segmentation, implementing cost-effective strategies like email marketing and affiliate programs, and optimizing campaigns based on data insights can further bolster profitability and successful scaling.

Expanding to Other Social Platforms

While Facebook and Instagram dominate the social media advertising landscape, CBD brands should also explore advertising opportunities on other platforms. Google and YouTube, for example, allow CBD advertising with some limitations, such as using hemp-related language instead of explicit CBD mentions. TikTok presents another exciting opportunity for CBD brands, as it allows influencer partnerships and boosted posts that comply with their guidelines. Additionally, platforms like Pinterest, Twitter, LinkedIn, and Reddit are worth exploring for potential advertising campaigns, with each offering its unique benefits and audience reach.

The Role of Creative, Content, and Influencers

Crafting engaging ad creative, including visually appealing images, compelling ad copy, and educational content, is crucial for successful CBD advertising on social media. Tangibly showcasing the unique selling points and potential benefits of CBD products while adhering to platform policies is key to capturing users' attention and driving conversions. Collaborating with influencers and brand ambassadors can also be highly effective, as their endorsements lend credibility and authenticity to the brand. By leveraging the power of creative, content, and influencers, CBD brands can effectively connect with their target audience and establish a strong online presence.

The Future of CBD Advertising on Social Media

As the CBD industry continues to evolve, it's essential to stay informed about the changing advertising landscape on social media platforms. Platforms like Facebook, Instagram, and TikTok are continually updating their policies to accommodate cannabis-related products. Having a pulse on these updates and leveraging innovative approaches, such as user-generated content, augmented reality, and social commerce, will be crucial for CBD brands to stay ahead and maximize their advertising potential on social media.


Advertising CBD on social media platforms presents both challenges and opportunities for CBD brands. By following compliant strategies, leveraging educational content, and adapting to the evolving social media landscape, CBD brands can successfully advertise their products on Facebook, Instagram, and other social platforms. With effective campaign management, a focus on profitability, and a well-executed content and influencer strategy, CBD brands can reach a vast audience, grow their customer base, and solidify their position in the highly competitive CBD market.

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