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“Digital labor” is gaining traction on social networks. Ranging from the simple generation of “likes” to the creation of more complex content, it demonstrates the active role played by internet users on these platforms. While marketing research pays close attention to these productive activities and the way they transform consumption practices, we note that relatively little research pays attention to the nature of the content produced. In our view, that situation is largely due to the lack of tools adapted to the specificities of content analysis on the participatory web. In this respect, this study outlines a protocol for the collection, processing, and analysis of content posted by internet users on social networks. This presentation of its implementation procedures is accompanied by a reflection on the main challenges and opportunities related to content analysis in a digital environment. To assess the potential of this approach, we apply it to the phenomenon of “shopping haul” videos.