Useful vs. Useless UGC: Where to Find It and How to Work With It

About this video

UGC is everywhere but not all of it is actually useful. In this session, you’ll learn how to spot the UGC that genuinely moves the needle (and what to ignore), where to find it across platforms, and how to work with it in a way that feels authentic and effective. We’ll cover the different roles UGC can play, from boosting performance and building trust to uncovering insights for product development and improvement. You’ll also see how to use UGC as a constant source of creative ideas, how community can be built in the comments, and real examples of brands doing this well. Finally, we’ll bring analytics into the mix: how to analyse UGC properly, what patterns to look for, and what to “read between the lines” to turn noisy feedback into clear next steps