Employee-Generated Content (EGC) vs. UGC: Differences Analyzed

So far, one of the most effective content creation strategies has been user-generated content (UGC). That being said, we’re already seeing it shift and evolve into something new called employee-generated content (EGC), especially on social media platforms like TikTok and Instagram.

Employee-generated content delivers stronger marketing ROI and helps brands stay top of mind with their audience. Let’s get into what it is and real-world use cases.

What Is Employee-Generated Content?

Employee-generated content refers to content created by a company’s own employees. In addition to promoting products, they also show the work environment, what it’s like to work there, and share real experiences from inside the company.

EGC came about as audiences started looking for more authenticity and trust in brands. People are getting tired of overly polished marketing approaches that feel less real or less human, like traditional influencer marketing, virtual influencers, or even standard UGC creators.

In essence, EGC is about making brands feel more human. Companies use it to build trust, connect with their audience, and show a more genuine side by turning employees into brand ambassadors.

Key Differences Between UGC and EGC

6 Benefits of EGC for Companies

• It feels real and builds trust: Employees are natural brand ambassadors. Their content reflects the company’s actual culture and values, which makes it more believable compared to traditional marketing that can feel overly promotional.
• It increases employee engagement: When employees take part in content creation, they feel more connected to the company. This often leads to higher motivation, better morale, and stronger loyalty.
• It expands social media reach: When employees share content on their own accounts, the brand message reaches new audiences that paid campaigns might miss. This can significantly boost visibility.
• It helps attract new talent: EGC gives potential candidates a real look at what it’s like to work at the company. This can be a deciding factor for people who want to join a company that matches their values.
• It improves brand reputation: Showing the inside of a company helps humanize it. Being open about day-to-day work and real values builds credibility and a stronger public image.
• It lowers marketing costs: Using employee-created content reduces the need for expensive ad campaigns. EGC works as organic, authentic promotion without requiring a big budget.

Examples of Employee-Generated Content

Las Gaviotas Cevichería

Las Gaviotas, a cevichería from Lima, Perù went viral on Instagram following a video the employees made recreating Bad Bunny's Super Bowl halftime performance. The video has since reached about 40 million views.

This video style has proved to be a formula that works well for the cevichería, as several other videos they made recreating performances or scenes from famous films like Moana and K Pop Demon Hunters have also gained millions of views. The quick turnaround time and unique look of the video have drawn in an increasing number of supporters.

Currys

Currys, a UK electronics retailer, has fully embraced the EGC approach on TikTok. Most of their videos feature their own employees, and many have passed 1 million views.

Their most viral video, with over 14.9 million views, blends humor, trends, and product promotion in under 30 seconds.

EmelnorteEC

EmelnorteEC is an electric company based in Ecuador. One of their TikTok videos reached over 41 million views and even sparked the “electricians trend,” which was later picked up by companies and professionals across different industries.

What’s especially interesting here is how the company made the most of that viral moment. They kept creating EGC around the same idea, including:

• A behind-the-scenes video that got approximately 8 million views
• A reaction video where employees responded to user comments, reaching around 4 million views

Final Thoughts

Employee-generated content is a trend that’s here to stay, and it benefits both employees and audiences. It works because it delivers strong results while being simple and cost-effective to produce.

It doesn’t matter if your company only has two people, as that’s more than enough to start seeing success on social media with EGC.