Operating a licensed firearms business online comes with unique challenges in the social media landscape. Shadow banning and unclear community standards can make it difficult to obtain customers and grow your brand.

However, there are good-faith actions a firearm-based business can take to increase visibility without compromising values.

In this article, we’ll go over the common issues that companies face online and, most importantly, offer practical suggestions to successfully market your business within existing structures, and where to find 2A friendly solutions. Hopefully, we can also add to the constructive conversation around balancing free commerce with responsible marketing. Keep reading.

What Is a 2A Friendly Business?

As you probably know, the Second Amendment protects the right to keep and bear arms. While it primarily addresses individual rights, it indirectly impacts businesses related to firearms and self-defense.

Second Amendment businesses (or 2A businesses) include a wide range of enterprises related to firearms, self-defense, and responsible gun ownership.

Here are some types of businesses that fall under the umbrella of 2A:

• Businesses involved in manufacturing, selling, or distributing firearms , including gun shops, sporting goods stores, and online retailers.
• Gunsmiths and armories: Gunsmiths specialize in repairing, customizing, and maintaining firearms, while armories store and maintain weapons for military or civilian use.
• Security and private protection services , provide security services, armed guards, or personal protection.
• Shooting ranges and training centers , facilitate firearm training, practice, and education.
• Hunting and outdoor equipment stores sell hunting rifles, shotguns, and related gear.
• Historical reenactment and collectibles businesses deal with historical firearms and replicas.
• Legal services and advocacy groups , including lawyers and advocacy groups, who specialize in Second Amendment cases and work to preserve and expand gun rights.

Shadows Bans Hurting 2A Businesses

One of the biggest online challenges they face is the active marginalization and restriction by the tech industry. To address these issues, it’s essential to understand how they occur.

What Is Shadow Banning?

Shadow banning is a practice where another social media platform mutes or bans a user or their content without informing them. Shadow bannings affect online performance, especially for business owners who rely on social media for promotion.

This tends to happen on platforms such as Instagram, Facebook, TikTok, X, etc. It’s also difficult to confirm that your business has been shadow banned, although there are a few signs that can help indicate you might be:

• A sudden drop in engagement , such as likes, comments, and shares on your posts.
• Your content isn’t reaching a broader audience , and if your posts only reach your followers, this could indicate shadow banning.
• Your following isn’t growing , despite continued posting and engagement.
• You don’t see your posts under the hashtags you’ve used , even though they should typically appear in the “recent” section of the hashtag.

Community Guidelines Strike

Social media platforms enforce community guidelines to maintain a positive user experience. When a user violates these guidelines, they may receive strikes or penalties. For Second Amendment business owners, this can be problematic if their content is flagged as inappropriate or harmful.

“Not Acceptable Content”

It’s easy to be affected by blurry community guidelines, not only on social media but also in email marketing automation platforms.

Here’s an example from Moosend, who rejected Black Collar Arms because of its vague “not acceptable content”.

Censorship

Social media platforms have the authority to moderate content. While some view this as necessary to maintain a safe and respectful environment, others can argue that it can suppress free speech and limit viewpoints.

How to Have More Visibility on Online

Shadow banning is real but keep in mind that sometimes changes in algorithms can have a similar impact. Moreover, each platform has its own criteria for determining which actions justify censorship – while your content may be permitted on one platform, it may not be allowed on another.

Instead of focusing on what you don’t have, focus on what you do have, and the actions that might have a positive impact on your online visibility:

Diversify Platforms

Rather than relying solely on mainstream social media, explore alternative platforms that are more accommodating to 2A content. Platforms like MeWe, Parler, FreeTalk 24 or Gab cater to audiences seeking less restrictive environments.

Build an Email List

You need to focus on collecting email addresses from your audience and creating a newsletter. Not only does this allow you to communicate directly without relying on social media algorithms, but it also represents “owned media,” a marketing channel you control.

Before uploading your email list to a platform, you should verify its legitimacy. If there are any doubts, contact their information center to seek clarification.

Invest in On-Page and Off-Page SEO

If you’re in the 2A industry, consider investing in on-page and off-page SEO (Search Engine Optimization) to improve your website’s visibility. Optimize your site for speed, create robust content relevant to your products, and enhance the user experience.

Create a Blog

Having a blog is highly beneficial to SEO, ranking, and overall online visibility. It allows you to regularly create and publish relevant, high-quality content, which is favored by search engines. By using strategic keywords and providing valuable information, a blog can significantly improve your website’s search engine ranking. Additionally, a blog can attract backlinks from other websites, further enhancing your site’s authority and visibility.

Finding More 2A Friendly Solutions

One of the best things you can do for your 2A business is to become part of the 2A friendly solutions. It will not only help you establish yourself in the industry by putting you on the radar of the right people but it will give you a sense of purpose as well.

Advocate for Fair Policies

Use your platforms and join or support organizations that advocate for free speech and the fair treatment of 2A businesses on social media platforms. Collective efforts can drive change!

Be Transparent and Authentic

Authenticity resonates with audiences, so share your business values and commitment to the Second Amendment transparently.

Leverage Niche Platforms and Communities

Let’s face it – it is difficult to grow a 2A business when living under the shadow of social media platforms. One of the best solutions is to tap into niche communities so you can truly connect with their audience.

Become a Part of and Engage With the Arms Directory

By actively engaging with specialized platforms such as Arms Directory, businesses can gain valuable insights, build trust, and establish their brand as an authority in the industry.

Participating in these forums, blogs, and websites also allows you to directly interact with your ideal customers. This can lead to increased brand visibility, improved customer relationships, and ultimately, a boost in sales.

It is not just a smart move – it’s a necessity for any gun business looking to thrive in the modern market to interact and collaborate with like minded businesses.

Wrap Up

Social media platforms often shadow perfectly legal businesses, thankfully, there are 2A friendly solutions like Arms Directory that can provide valuable support.

Whether you’re a passionate gun owner or firearms dealer, come and be a part of our community of like-minded individuals who are passionate about firearms and freedom.

Engage in conversations about your preferred firearms, exchange photos and videos, and expand your brand in an inclusive environment.