Which?
Independent product reviews to help shoppers decide
Open UGC offers at Which?
About Which?
Which? is a UK organisation that reviews products and services so people can make better buying decisions for their own needs. Its site is built around comparison and advice rather than a single product line, which makes it a natural subject for creators who like practical, research-led content about everyday purchases.
What UGC content works for a brand like Which?
| Angle | What the video shows |
|---|---|
| Before you buy | A creator shows a purchase they are weighing up and reads how they would compare the options. |
| Review reality check | A short video tests one everyday product at home and says how it matched what was expected. |
| Decision in 60 seconds | A fast explainer walks through the questions to ask before choosing a product or service. |
