Turn Customers Into Marketers: The Power of User-Generated Content in Cannabis Retail
Why User-Generated Content Matters for Cannabis Dispensaries
Marketing cannabis products comes with unique challenges due to strict advertising regulations across digital channels that haven’t yet caught up with legalization. Traditional channels like Google Ads and Meta often restrict cannabis-related promotions limiting your reach and ability to generate potential customers. That’s why many dispensaries are turning to user-generated content (UGC) to market their products in a more authentic and compliant way.
UGC is any content, photos, videos, reviews, and more, that’s created by your customers rather than your marketing team. It’s powerful because people trust real experiences from people. According to a survey on authenticity, 86% of consumers say authenticity matters when deciding which brands to support. Even more telling, 60% believe UGC is the most genuine type of content out there. Let’s look at how you can use this to your advantage.
What Exactly is User-Generated Content?
If you’re looking for a cost-effective, high-impact way to promote your dispensary, look no further than the content your customers are already creating. User-generated content (UGC) is any media, photos, videos, reviews, or testimonials, that your customers produce and share about your brand. It’s organic, authentic, and often more persuasive than professional marketing.
In the cannabis space, UGC is especially valuable because traditional marketing avenues are so limited. Instead of fighting ad restrictions, you can amplify the voices of satisfied customers who are already talking about you online.
Here are some common examples of UGC for dispensaries:
A shout-out to your budtender in a customer’s Instagram story or post
A product photo, like a freshly opened pre-roll, shared with your branded hashtag
Unboxing or review videos on platforms like TikTok or YouTube
Written testimonials posted to your website, Google Business Profile, or Leafly page
Comments and reactions on your social media posts
What makes UGC so effective is that it’s real. It comes directly from your customer base, showing honest experiences with your products and staff. That authenticity builds trust with the person sharing your content as well as everyone in their network who sees it. When you reshare it you show your own audience what customers are saying.
Whether it’s a short review or a viral post, every piece of user-generated content strengthens your brand’s credibility and builds social proof.
The Benefits of UGC for Dispensary Marketing
In a competitive and regulated industry like cannabis, you need marketing strategies that do more than just get attention, they need to build trust, expand your visibility, and keep your brand top-of-mind. User-generated content does all three.
Here’s how UGC directly benefits your dispensary marketing:
1. Builds Consumer Trust
When customers share positive experiences with your products or service, it creates a ripple effect. People tend to trust other people more than polished brand messaging. According to research cited in Wikipedia, 92% of consumers trust peer recommendations over traditional advertising. That kind of trust can’t be bought but it can be earned through community engagement and smart UGC strategies.
2. Boosts Your SEO
Your online visibility hinges on having fresh, relevant content. UGC provides a steady stream of content that includes natural keyword usage, location mentions, and product terms. All of this helps improve your dispensary’s search engine ranking. For a deeper dive into cannabis-specific SEO tactics, read our dispensary SEO strategies guide.
3. Expands Your Reach
Every time a customer posts about your dispensary, your brand reaches a new audience often one you wouldn’t reach through paid ads alone. Tagging, mentions, and hashtag campaigns can expose your business to hundreds or thousands of new potential customers. Over time, this builds brand awareness and strengthens your connection to your community. All of the big brand players like Starbucks rely on their customers to build their trust.
By tapping into UGC, you're growing your reach in a way that feels natural, local, and aligned with cannabis culture. Let’s look at strategies you can use.
How to Start Using UGC in Your Dispensary’s Marketing
User-generated content doesn’t just appear on its own; you have to invite and nurture it. The good news? Most customers are more than happy to share their experiences if you make it easy and rewarding.
Here are four effective ways to encourage UGC, with examples you can put into action right away:
1. Ask for Reviews and Testimonials
Make it easy and convenient for customers to share their feedback, especially right after a purchase when the experience is still fresh in their minds.
Examples:
Signage at checkout: Add a small sign next to your register that says, “Love your visit? Leave us a review on Google and show it to a budtender for 10% off your next order!”
Automated post-purchase emails or texts: Set up a message that goes out 24 hours after a transaction: “Thanks for visiting [Dispensary Name]! We’d love your feedback. Leave us a quick review on Google [insert link] and we’ll enter you into our monthly draw for a $50 gift card!”
Budtender Ask: Don’t be shy asking directly for reviews from happy customers. Have them verify their review by showing you when it’s published and then offer a free lighter or grinder.
These strategies can help you encourage costumes to leave reviews that you can reuse in content later.
2. Launch a Branded Hashtag
A custom hashtag helps you collect UGC in one searchable place while reinforcing your brand identity.
Examples:
#MyKindOfGreen for a dispensary focused on wellness and sustainable cannabis
#PuffPicked for a shop known for premium flower curation
#HighWith[YourCity] for a localized campaign like #HighWithHamilton or #HighInHalifax
Use this hashtag on:
Product packaging (labels or QR codes that say “Share your sesh with #PuffPicked”)
Instagram bios and post captions
In-store signage near the checkout or product displays
When selecting a hashtag make sure you create something that seems natural for your customers to use in their social feeds. This encourages customers to actually use your hashtag. Be careful not to use hashtags that already have other pots under it as this can confuse everyone.
3. Run UGC-Focused Contests
Contests give people a fun reason to participate and a clear incentive for doing so.
Examples:
Photo Contest: “Post a pic of your weekend sesh with one of our products and tag #MyKindOfGreen for a chance to win a $100 store credit.”
Testimonial Challenge: “Tell us your favorite thing about shopping with us in a 30-second video. Post it to IG and tag us for a chance to be featured and win a ‘Mystery Munchie Box.’”
Unboxing Video Contest: “Film yourself unboxing your latest pickup and show off what you scored! Tag us @DispensaryName and use #HighInHalifax to enter.”
Set clear start/end dates and promote the contest via social media, email newsletters, and in-store signage. Verbally tell each customer to participate to enhance the participation rate then feature your winner. This builds trust and allows shoppers to participate next time.
4. Highlight Customer Content
Don’t just collect UGC, celebrate it. Showcasing your customers’ posts helps them feel appreciated and encourages others to join in.
Examples:
Instagram Story Highlights: Create a highlight reel titled “Customer Love” where you repost tagged stories and reviews.
Digital signage in-store: Use Budvue’s signage solution to display screen captures of customer social media posts on your dispensary screens. This turns your store into a live, social-powered space.
Shout-outs: Include a “Customer of the Month” section in your newsletter or digital screens, featuring their photo and a short testimonial. You can even add a sign inside your shop that says: “Want to be featured? Tag us on Instagram @dispensaryname with #[YourHashtag] you might see your post here next!”
Why This Matters
When customers see their content being shared and celebrated, they feel valued and that deepens their loyalty. UGC doesn’t just create buzz; it builds lasting relationships.
So whether you’re a small local dispensary or a multi-location chain, activating your customer base through user-generated content is one of the smartest ways to grow your brand and build a community that markets for you.
Questions
Here are some common questions you may have:
Is it okay to use customer content in promotions?
Yes but make sure you get customers’ permission first. Whether it's a tagged post or a review, you should always ask the customer if they’re comfortable with you resharing their content. It’s also smart to double-check your local regulations and ad platforms policies to ensure compliance.
How do I get more customers to share content?
Start by asking! Offering a small reward like a discount or a chance to win a prize can go a long way. Highlighting UGC on your website or social media shows appreciation and motivates others to participate.
Can UGC really help my dispensary rank higher on Google?
Definitely. UGC adds keyword-rich content to your site naturally and increases engagement signals, both of which are important SEO ranking factors.
Conclusion
User-generated content is one of the most effective and affordable tools available to cannabis retailers. It builds real trust, supports your SEO strategy, and encourages your community to interact with your brand especially when traditional advertising options are limited.
By making UGC part of your dispensary’s marketing playbook, you’re not just showcasing your products, you’re showcasing your happy customers, too.
Want more insights like this? Subscribe to Budvue’s Retail Insights Newsletter for expert strategies, or book a demo to see how digital signage can help you spotlight UGC in-store.