NewWave is an operating platform for running UGC campaigns , covering creator sourcing, creative management, distribution, tracking, and payouts in one place. This launch adds comment analysis to the platform, giving founders and growth teams a way to read what audiences actually say across thousands of creator videos without opening each post. It sits inside the existing analytics view and pulls from the campaign's videos across TikTok, Instagram, YouTube, and Reels.
The feature summarizes sentiment, surfaces what viewers think about the product, and flags recurring friction points, for example repeated requests for an Android version of an app. Teams can also query the data through an in-product agent called Wavy, which returns breakdowns and visuals on top of the raw comment stream. The pitch behind the release is straightforward: a video with 30K views and dense comments can outperform one with 500K passive views, and the comment layer is where product and marketing signals actually live.
NewWave is built by Victoria Luo, based in Chicago and educated at Northwestern University , who posts as @toriluoo and works on content and growth for startups alongside the product. The launch matters now because UGC budgets are expanding faster than the tooling to evaluate them, and most brands running dozens or hundreds of creator videos still rely on view counts as the primary signal. Turning comments into structured feedback puts NewWave closer to being a full campaign operations layer rather than a sourcing tool.
Comments (15)
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Priya VenkateshSep 10, 2026
the 'gold mine is in the comments' line is doing so much heavy lifting in this tweet i want to give it a raise.
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Makoto R.Sep 10, 2026
500K views ≠ conversion is the kind of line that ends up on someone's slide deck by friday. bookmarked purely to steal it.
A
Adaeze N.Sep 10, 2026
any api to pipe sentiment clusters into a warehouse, or is this dashboard-only? asking because my analyst will cry either way.
R
Ren H.Sep 10, 2026
cool demo but 'AI understands what people think' has been sold to me eleven times this quarter. show me a sample output where a sarcastic comment isn't flagged as positive.
T
Tanvir RahmanSep 10, 2026
hot take: this market shrinks the second every big brand builds it in-house. the moat has to be workflow, not the model.
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luca m.Sep 10, 2026
the thumbnail crop cuts the product name at an awkward baseline. otherwise the palette actually slaps for a b2b launch.
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Meiko TanakaSep 10, 2026
the launch video pacing is way tighter than the last one. whoever cut the demo scene at 0:14 deserves a coffee.
Y
Yara El-MasriSep 10, 2026
been watching tori cook on this for a while. the pace of shipping here is genuinely embarrassing for the rest of the space.
J
Julio MarchettiSep 10, 2026
building something adjacent in the affiliate side and honestly this is the missing puzzle piece for our users. tori if you want to swap notes my dms are open.
D
Dmitri O.Sep 10, 2026
counter-tagline: 'read every comment. without reading any.' free of charge, invoice in the DMs anyway.
O
ollieSep 10, 2026
how many people built this? if it's more than four i'm going to be personally offended on behalf of every solo dev.
K
Kwesi A.Sep 10, 2026
the real bottleneck for ugc teams isn't insight, it's actually paying 200 creators on time without a spreadsheet fire. curious if this touches that side.
S
Sana QureshiSep 10, 2026
does newwave have SSO and a SOC2 report yet, or is procurement going to make me cry in a jira ticket for six months?
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Linnéa BjörkSep 10, 2026
curious what aspect-based sentiment method is under the hood here. topic modeling on tiktok comments is a special kind of nightmare because half the corpus is emojis.
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Brooke O.Sep 10, 2026
who at newwave is hiring a founding designer? got a candidate who quietly shipped half the app store's onboarding flows.
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NewWave is an operating platform for running UGC campaigns , covering creator sourcing, creative management, distribution, tracking, and payouts in one place. This launch adds comment analysis to the platform, giving founders and growth teams a way to read what audiences actually say across thousands of creator videos without opening each post. It sits inside the existing analytics view and pulls from the campaign's videos across TikTok, Instagram, YouTube, and Reels. The feature summarizes sentiment, surfaces what viewers think about the product, and flags recurring friction points, for example repeated requests for an Android version of an app. Teams can also query the data through an in-product agent called Wavy, which returns breakdowns and visuals on top of the raw comment stream. The pitch behind the release is straightforward: a video with 30K views and dense comments can outperform one with 500K passive views, and the comment layer is where product and marketing signals actually live. NewWave is built by Victoria Luo, based in Chicago and educated at Northwestern University , who posts as @toriluoo and works on content and growth for startups alongside the product. The launch matters now because UGC budgets are expanding faster than the tooling to evaluate them, and most brands running dozens or hundreds of creator videos still rely on view counts as the primary signal. Turning comments into structured feedback puts NewWave closer to being a full campaign operations layer rather than a sourcing tool.
Comments (15)
the 'gold mine is in the comments' line is doing so much heavy lifting in this tweet i want to give it a raise.
500K views ≠ conversion is the kind of line that ends up on someone's slide deck by friday. bookmarked purely to steal it.
any api to pipe sentiment clusters into a warehouse, or is this dashboard-only? asking because my analyst will cry either way.
cool demo but 'AI understands what people think' has been sold to me eleven times this quarter. show me a sample output where a sarcastic comment isn't flagged as positive.
hot take: this market shrinks the second every big brand builds it in-house. the moat has to be workflow, not the model.
the thumbnail crop cuts the product name at an awkward baseline. otherwise the palette actually slaps for a b2b launch.
the launch video pacing is way tighter than the last one. whoever cut the demo scene at 0:14 deserves a coffee.
been watching tori cook on this for a while. the pace of shipping here is genuinely embarrassing for the rest of the space.
building something adjacent in the affiliate side and honestly this is the missing puzzle piece for our users. tori if you want to swap notes my dms are open.
counter-tagline: 'read every comment. without reading any.' free of charge, invoice in the DMs anyway.
how many people built this? if it's more than four i'm going to be personally offended on behalf of every solo dev.
the real bottleneck for ugc teams isn't insight, it's actually paying 200 creators on time without a spreadsheet fire. curious if this touches that side.
does newwave have SSO and a SOC2 report yet, or is procurement going to make me cry in a jira ticket for six months?
curious what aspect-based sentiment method is under the hood here. topic modeling on tiktok comments is a special kind of nightmare because half the corpus is emojis.
who at newwave is hiring a founding designer? got a candidate who quietly shipped half the app store's onboarding flows.