Instagram for CBD oil and tincture brands
Oils are the hardest CBD product to photograph and the easiest to explain. A bottle looks like every other bottle, so the picture cannot carry the post. What carries it is the one thing buyers cannot work out on their own: what the number on the label means and whether the batch behind it was tested.
Updated 3 minute read
The question every oil buyer has
Two oils sit next to each other. One says 5 percent, one says 500 mg, and the second bottle is smaller. The buyer has no way to compare them, and the shop that explains the arithmetic wins the order without saying anything about what the product does.
That single explainer, done properly once, is the most reusable post an oil brand has. It applies to the whole range, it never goes out of date, and it is saved rather than scrolled.
Formats that suit oils
- The label, field by field. Strength, volume, total content, carrier, extract type.
- The certificate of analysis, read out loud. Which line is the CBD figure, which line is the THC figure, what a date on the report means.
- Full spectrum against broad spectrum against isolate, described as composition rather than as effect.
- The carrier oil. MCT, hemp seed, olive: taste, texture and shelf life are legitimate ground and nobody covers them.
- The pipette. A close photograph of the actual thing, which is the one shot an oil bottle has that a jar does not.
Where oil posts go wrong
Oils attract the two riskiest topics in the category: how much to take, and what it is for. The first is intake advice, which several markets restrict; the second is a claim.
Do not write this
Start with 3 drops under the tongue at night for better sleep
Write this instead
The pipette is marked in quarters. What each mark holds in millilitres is on the pack, and the full batch report is in our highlights.
Why. Intake advice and an outcome in one sentence. In the UK any mention of a serving is expected to carry the FSA intake line, and the outcome half is a claim in every market.
The market rules for intake wording are in the United Kingdom guide and the European Union guide.
Cover the whole range, not the bestseller
Oil ranges are usually three or four strengths of the same formula, and the posts almost always feature one of them. The result is a shop that looks like it sells one product. A comparison between your own strengths, on facts, is both the easiest post to write and the one that moves people up the range.
How a month is built around the catalogue is in the content plan guide.
Questions
- Should I show the pipette in use?
- Showing the product being dispensed is fine. Showing a number of drops with a frequency turns the image into intake advice, and the image is checked the same way the caption is.
- Can I compare my oil with a competitor's?
- Comparisons inside your own range are safe and useful. Comparing with a named competitor is a different kind of risk and rarely worth it on an account you cannot afford to lose.
Keep reading
- CBD Instagram marketing: what a hemp brand can actually post
Paid reach is mostly closed to hemp brands, so the feed is the channel. What a CBD account can post, how a month is built, and what gets accounts restricted.
- How to build a CBD Instagram content plan for a month
A month of CBD content planned from the catalogue and real search demand instead of a brainstorm: structures, mix, cadence and the review that keeps it going.
- United Kingdom: CBD rules on social media
What a hemp brand may post in the UK: FSA novel food status, the 10 mg daily advice, ASA rules on promotions, and the notices every post needs.
- CBD hashtags on Instagram: limits, blocked tags and rotation
How many hashtags a CBD post should carry, which tags are restricted, why repeating the same block every time hurts, and how a rotation rule is set.