There is another acronym in town — EGC. While not entirely new, employee-generated content is gaining significant traction as brands recognise its potential to build authenticity and connect more deeply with their customers. Once reserved for organic social media posts, EGC is now spilling over into the paid advertising world, offering brands a fresh, relatable approach that resonates with consumers.
In a market flooded with options, consumers are increasingly seeking out brands they can relate to on a personal level. One of the most effective ways to achieve this is by leveraging the personalities within your own company. EGC allows brands to humanise their image by showcasing the people behind the scenes — your employees. When customers see the faces and personalities of those behind the business, they begin to associate the brand with real, relatable individuals, rather than just a logo.
Consumers often develop a ‘likeness’ for a specific employee, which makes them more engaged and invested in the company. By featuring employees in content, whether in a trending TikTok video or Facebook ad, you create multiple personalities that customers can fall in love with. This connection is powerful because it’s built on authenticity, which is often the missing ingredient in traditional advertising.
The shift towards more authentic content in advertising has given rise to a trend where ads no longer feel like ads. EGC plays a significant role in this movement. Unlike traditional advertising, which often feels polished and overtly sales-driven, EGC ads are more likely to feel native. This is because they feature real employees engaging with the product or service in real-life scenarios — often in the office or during their daily routines.
Fashion brands, in particular, have mastered this approach. By featuring employees wearing the latest styles in a natural, candid video these brands are able to create ads that don’t just showcase the product, but also the lifestyle it represents. When potential customers see an employee confidently wearing a new outfit in a casual office setting, it feels more like a recommendation from a friend than a sales pitch. This subtlety is what makes EGC so effective; it blurs the line between content and advertising, making it easier for consumers to engage with and trust the brand.
Beyond building brand personality and creating native-feeling ads, EGC can also be a powerful tool for education. In a time when consumers are more informed and curious than ever, brands have the opportunity to position themselves as experts in their field. What better way to do this than by using your own employees to share their knowledge?
Educational EGC involves employees creating content that explains, demonstrates, or provides insights into your products or services. This could be anything from a tutorial video on how to use a product, to a behind-the-scenes look at how the product is made. When employees themselves are the educators, the content gains an additional layer of credibility. Customers are more likely to trust information coming from someone who works directly with the product or service daily than from a generic advertisement.
For example, a skincare brand could have its in-house expert explain the benefits of certain ingredients in their products, or demonstrate the correct application techniques. This not only educates the consumer but also builds trust in the brand, as the information is coming from a source with firsthand experience and knowledge.
An often-overlooked benefit of EGC is its impact on employee engagement and morale. When employees are given the opportunity to contribute to the brand’s content, it fosters a sense of ownership and pride in their work. They become more than just workers; they become ambassadors of the brand. This enhances the quality of the content they produce and strengthens their connection to the company.
Also, involving employees in content creation can lead to a more cohesive and motivated team. As they see their contributions making a difference in the company’s marketing efforts, their sense of purpose and job satisfaction increases. This can have a positive effect on the overall company culture, creating a more positive and productive work environment.
Employee-generated Content is more than just a trend; it’s a powerful tool that can enhance your brand’s personality, make your ads feel more authentic, and educate your audience in a credible way. By tapping into the potential of your employees, you not only create more engaging and relatable content but also foster a stronger, more connected team.
With consumers constantly bombarded with ads, EGC offers a refreshing alternative that cuts through the noise and builds genuine connections with your audience. As brands continue to seek out new ways to stand out, EGC could very well be the secret sauce that takes your sales strategy to the next level.
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Madelene Ragno is the owner and director of Made Creative Co.
