Planet 13 is the world’s largest cannabis dispensary. Located in Las Vegas, blocks off the Strip, the facility is the size of a small Walmart. By design, it’s hard to miss. Planet 13 is upending the dispensary model. It’s big, loud and visitors are encouraged to photograph everything.

As part of the cannabis industry, Planet 13 is heavily restricted on the type of content it can publish on Instagram, Facebook and other social media platforms. It’s not allowed to post pictures of buds or vapes on some sites. It can’t talk about pricing or product selection on others.

Instead, Planet 13 encourages its thousands of visitors to take photos and videos. Starting with the entrance, the facility is full of surprises tailored for the ‘gram. As a business, Planet 13’s social media content is heavily restricted and monitored, but individual users have a lot more wiggle room.

Social media is a challenge for a lot of so-called vicetech companies. Social media companies often use a heavy hand when it comes to policy enforcement, and ancillary sectors suffer. When Instagram banned vaporizer companies, businesses in the medicinal and recreational fields were also removed.

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