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.
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.
|
Criteria |
UGC |
EGC |
|
Content |
Content created by consumers, users, or customers outside of the brand’s organization. |
Content created by a company’s own employees who represent the brand. |
|
Focus |
Centers on how customers use or experience products or services. |
Highlights company culture, values, and what it’s like to work there. |
|
Authenticity |
Seen as highly authentic because it comes from customers with no direct ties to the company. |
Authenticity comes from transparency and real employee voices. |
|
Goal |
Aims to promote products from the user’s perspective and how they enjoy them. |
Builds brand reputation by showing the human side and internal values of the company. |
|
Control |
Less control from the brand over the content created by users. |
More control, but still keeps a natural and spontaneous feel from employees. |
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, 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 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:
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.