Millennials trust UGC just as much as professional recommendations, and according to a study performed by Ipsos, UGC is also 20% more influential when it comes to purchasing and 35% more memorable than other types of media. Enter the “Yelp” model. Millennials spend 5+ hours a day with UGC – they are comfortable with it and trust crowd-sourced recommendations. Apps like Lulu are using this model and applying it to dating. Girls are able to rate their hookups, crushes and exes and site what they liked and didn’t like about a guy, which is then formulated into a number ranking 1-10. It is linked with Facebook and only girls can access the platform to rank guys.