By Chad Wade – The Guy Who Knows What Actually Moves the Needle
Every smoke shop owner asks me the same thing:
> “What’s the best social media for my shop?”
And my answer is always the same:
Wrong question.
The question isn’t which platform is best. The question is which platform actually makes you money.
Let’s break down the truth — without the hype, without the social media “gurus” trying to sell you a course, and without the useless vanity metrics.
TikTok: The Fastest Way to Blow Up… Until They Ban You
Pros:
Huge organic reach — you can post today and have 50K views tomorrow.
Perfect for quick product demos, lifestyle content, and store personality.
Great for reaching younger demographics and trend chasers.
Cons:
They hate anything remotely cannabis-related.
Accounts get shadowbanned or nuked without warning.
You can’t rely on it as your only marketing channel.
Verdict:
Use TikTok to grab attention and funnel people to a platform you own. Think “hook them here, keep them elsewhere.”
Instagram: The Brand Builder
Pros:
The most visually friendly platform — perfect for showing off displays, glass art, and lifestyle shots.
Stories, reels, and highlights keep your shop top-of-mind.
Easy to cross-promote with local influencers and businesses.
Cons:
Organic reach is way down unless you use reels daily.
Still a risk of account shutdown for certain products.
Feels like a “slow burn” compared to TikTok.
Verdict:
Instagram is where you look like a legit brand. It’s your digital storefront. Use it for reputation, relationships, and consistent presence.
The Platforms You Actually Own
This is where most owners screw up.
They put 100% of their audience on platforms they don’t control.
If TikTok or Instagram pull the plug tomorrow, you’ve lost everything.
The fix:
Build an email list
Build an SMS text list
Build a Discord or private group
That’s your insurance policy. No algorithm. No shadowban. No begging for reach.
My Recommended Flow for Smoke Shops
1. Grab attention on TikTok with reels, trends, and short clips.
2. Build trust & brand on Instagram with consistent posts and stories.
3. Own the relationship with email, SMS, and private communities.
4. Sell directly via your owned channels — special offers, event invites, and product drops.
Pro Tip: Post Daily — Even If It’s Small
Consistency beats creativity.
A 15-second video every day will crush one “perfect” post a week.
Your audience doesn’t need cinematic quality — they need to see you show up.
Final Word
If you’re still asking which platform is best, you’re missing the point.
You need to be where your customers are now — and pulling them into channels you control long-term.
TikTok will get you noticed.
Instagram will make you look like the real deal.
But your list?
That’s what makes you money forever.
Want my Smoke Shop Social Media Blueprint?
I break down exactly what to post, when to post it, and how to avoid getting your account axed — all at ChadWadeTV.com.