Same-day content and the death of the approval chain

Darren Morris of Lucky Hustle has a phrase for the old way of making content: "back in the old days, which is literally 2025." His point is that most brand approval processes were built for a slower internet, and they're now costing you both speed and safety.

Your customers out-produce your agency

The benchmark for brand content is no longer other brands. It's the audience.

"Where brands are lacking, your everyday consumers — your Instagrammers, your influencers — are killing agencies with their fast turnaround. By the time the agency puts out a piece of content, the internet has already moved on."

His challenge to every marketing leader is that if your customers can shoot and publish the same day, your brand should be able to. The smaller "mom and pop" brands on a major come-up prove it daily, because "there's no red tape around what it takes to approve that content."

The approval funnel kills the idea, and doesn't even keep you safe

"Look at the original idea agencies put forward versus what actually gets flighted — there's a massive dip. People on the different approval levels don't get the narrative, so they bomb the ideas. At the end of the funnel is another safe piece of work that's invisible."

And here's the part that stings, from the client side. The layered approval process is slow and ineffective, because tone-deaf work still slips through all those gates. So the chain costs speed without buying safety. The underlying incentive is cultural, since safe is what you can't get fired for. But as Darren put it to us, you can't get fired for safe, and you can't be successful doing safe either.

The fix: move approvals upstream

The answer isn't zero governance. It's approving the framework once instead of every asset:

1. Pre-approve the guardrails. Brand CI, legal red lines, banned claims and tone, signed off quarterly rather than per post.

2. Pre-approve the story. The campaign narrative and the product's role. Inside it, the team publishes freely.

3. Nominate one owner with publish authority for in-the-moment content. A committee is a delay with opinions.

4. Review weekly, not pre-flight. Inspect what shipped and adjust the guardrails.

5. Check who's deciding. Darren's hardest point is that many approvers "aren't even on TikTok or Instagram." If the approver doesn't inhabit the channel, their sign-off is a formality rather than a safeguard.

Darren's Xiaomi client did exactly this, approving the story and guardrails once and then letting the team publish daily: "She just said, tell the story, our product will organically fit in."

Try this week: count the approval touches between idea and publish for your fastest content format. If it's more than two, redesign. Then draft a quarterly guardrail document and take it to legal once, instead of taking every asset to legal forever.

Sourced from recorded, on-the-record interviews on the South African Digital Marketing Podcast. Every practitioner quoted above is named in the text.

First published on the SA Marketers' Circle.