With only a three-person team, content production quickly became a bottleneck. The app had launched just a few months earlier (in March 2025), and like many early-stage teams, they faced the dual challenge of scaling fast while managing limited resources. Maintaining a consistent social media presence was essential for awareness; yet not everyone felt comfortable being in front of the camera.

With a tight budget, creating UGC content in-house was the most accessible option, but it came with its own limitations in volume, variety, and creative freedom. The team needed a way to produce more engaging, testable assets without adding headcount or compromising authenticity.