Marketing doesn’t scale by doing everything. It scales by enabling everyone.
If your team is feeling stretched thin, it’s not a sign that you need more approvals. It’s a sign you need more contributors.
The real threat to your brand isn’t UGC — it’s burnout from your marketing lead or marketing team.
When marketing tries to control every message, content velocity plummets. Momentum dies. And some of your company’s best stories — from sales reps, recruiters, product leads — never get told. All while grinding out content that may feel needed, but is lacking in authenticity.
UGC isn’t just filler. It’s fuel. And your job isn’t to snuff it out — it’s to shape it and let it flow. MarketScale Studio gives you the mechanisms to review, approve, and delegate content creation.
If you're worried about brand voice, you don't have to fully let go. But you do need to take at least one hand off the wheel to let your people work their magic and participate in content creation earnestly.
Common Missteps
You play content cop, not content coach. You spend more time rejecting clips than refining them.
You think “off-brand” equals “off-limits.” Instead of developing brand guardrails, you default to brand gatekeeping.
You don’t delegate content creation — just tasks. So you stay stuck as a soloist, not the conductor.
What To Do Instead
✅ Reframe marketing’s role: You’re the conductor, not the lead singer.
✅ Build systems, not bottlenecks: Think Studio Groups, Media Requests, and light-touch editing, all in MarketScale Studio.
✅ Prioritize participation over perfection: UGC is at its best when it's unpolished, human, and real. We will coach your creators to improve!
Try This Instead...
🎯 Create a shared Studio Group for one department (sales, product, HR — your pick).
📝 Build an Open Media Request that invites them to drop 1–2 unscripted clips per month.
🎬 Let them create. Then you curate. Shape the best into branded assets, playlists, or highlight reels.
You’re not building a pile of content. You’re building a pipeline