How to End UGC Self-Sabotage in B2B with Vidlo’s Chynna Morgan
In a recent episode of the 'UGC for B2B' podcast, host Daniel Litwin discusses with Vidlo's CEO Chynna Morgan how B2B companies can overcome barriers to utilizing user-generated content (UGC) effectively. They highlight that the reluctance to embrace UGC often stems from misconceptions about its effectiveness in business contexts, and they offer strategies to harness its potential for building trust and community.
This story was produced through MarketScale. See how Professional AV teams put it to work with Customer Stories & Case Studies.
Promoted content from UGC for B2B on MarketScale.
Key takeaways
B2B professionals often dismiss UGC due to self-imposed challenges and outdated marketing beliefs.
Authenticity in content is more effective for building trust than polished, studio-produced videos.
Implementing a strategic approach to UGC can align it with business goals and drive community engagement.
Get featured
Want to get featured in MarketScale Professional AV?
Create a free MarketScale workspace and get your company's expertise featured across our Professional AV coverage. No credit card, no demo required.
Most B2B marketers already know user-generated content (UGC) has power. But too many still get in their own way — clinging to polished video shoots, siloed workflows, or the excuse that their brand “isn’t sexy.” In the latest episode of UGC for B2B, host Daniel Litwin sits down with Chynna Morgan, CEO & Founder of Vidlo, to unpack why UGC struggles to launch in B2B and what pros can do differently.
The result? A playbook for moving past self-sabotage and turning UGC into a real driver of trust, sales, and community.
In this episode, you’ll learn…
- The Real Bottleneck in B2B: Too many B2B pros self-sabotage by assuming UGC won’t work in their industry.
“A lot of the reasons you think user-generated content doesn’t work for your industry are self-imposed challenges. They’re hangovers from a previous era of marketing.” — Daniel Litwin
- Strategy First, Selfies Second: Recording is easy; the challenge is having a strategy and workflow for the content.
“Using a UGC tool isn’t the hard part. The hard part is knowing what to do with the content.” — Chynna Morgan
- Rethinking “Quality”: Polished video isn’t what builds trust — authenticity does.
“The most powerful video is often recorded on a phone. It’s not forced. It looks real. And people don’t like to be sold to — they like to make their own decision.” — Chynna Morgan
- Community Is Your Best Marketing Asset: B2B teams don’t need to be flashy; their people and customer stories are already compelling.
“Your community is what makes you sexy. People want to buy from you because of your people and the problems you solve. That’s the sauce.” — Chynna Morgan
- The 30-Day UGC Adoption Ladder: A practical blueprint for getting started: set your strategy, identify your ideal voices, craft prompts tied to funnel stages, and test small experiments. Keep it iterative — progress over perfection.
Key Takeaways for B2B Pros
- Your excuses (“not sexy,” “not polished,” “not for us”) are holding you back.
- UGC works when it’s tied to goals, workflows, and funnel stages.
- Raw > polished. Authenticity builds more trust than studio shoots.
- Incentives don’t need to be monetary — spotlight clients and employees.
- UGC is about iteration, not perfection.
Chynna Morgan is the CEO and Founder of Vidlo, a turnkey platform helping brands, agencies, and small businesses launch user-generated video testimonial campaigns at scale. She also founded GIF Out Loud, bringing nearly a decade of entrepreneurial experience in creating innovative digital content solutions. In addition, Morgan serves as a consulting partner with New Sincerity, where she supports organizations with strategy, training, and frameworks to build more diverse, inclusive workplace cultures.
Article written by MarketScale.
Part of this channel
UGC for B2B
Practical UGC strategies built for B2B marketers and brands
Your experts belong here
Every story in MarketScale Professional AV starts with a company putting its integrators, design engineers, and product specialists on the record. Buyers are already reading this topic. The only question is whose experts they find.
When a spec writer or facilities lead searches this category, your integrators are what they find instead of a competitor.
About the author
Daniel Litwin is a journalist of multiple disciplines focused on finding and telling engaging stories for B2B communities. He has interviewed executives from Fortune 500 companies including Honeywell, Microsoft, John Deere, and Chipotle, and leads editorial direction at MarketScale. Litwin hosts weekly shows and podcasts while helping develop new content approaches across the MarketScale platform. He holds a B.J. in Radio/Television Reporting/Anchoring and a B.A. in Spanish from the University of Missouri-Columbia.
