There’s a relatively new means of marketing that is growing in popularity across social channels and it goes by the name of employee-generated content, or EGC for short. But what is it?
Our Senior Digital Marketing & Social Media Executive, Ilana, will explain what you need to know.
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What is employee-generated content?
Employee-generated content (EGC) is marketing materials, usually found on social media, created by a brand’s employees, where those individuals are the face of the content.
EGC, like user-generated content (UGC), is raw marketing directly from the voices/phones of individuals who know and use the product/service.
The development of employee-generated content
EGC ignited when employees began posting content on the brand’s social channels that they would normally post on their personal profile – think along the lines of “A Day in The Life of a Social Media Marketer“.
Initially, this idea was used by businesses’ CEOs and Founders, who took to social platforms to express their passion, personality, and direction for their company.
For example, Ben Gallagher. Co-Founder and CEO at Luxe Collective and Odd Muse’s Company Director, Aimee Smale.
Developments of this saw marketing teams and specific individuals start to develop content ideas, including trends, meme-style videos, and relatable topics relevant to the brand.
Today, EGC can be seen in various forms where the business isn’t front and centre of the content and the employees have become the focal point. Again, think back to “A Day in the Life” style videos.
How is employee-generated content used?
EGC works best as a digital marketing technique when effectively built into a strategy.
Most brands utilise the power of TikTok, which has grown in rapid popularity for its short-form, genuine content, where users have shown insights into their lives.
Now brands are mirroring this with daily posts exposing what it is like working for the brand, where they work, and the team they work with. This also gives an insight into the brand personality through the employees.
While the majority of this content can be seen on TikTok, brands often integrate it into various other digital platforms, such as their Instagram feed. Other businesses have developed this further with separate accounts and identities where followers can get to know the brand and the people behind it.
An example of this is SHEERLUX and their LUXEGEN team, where for the most part, the feed is full of content about their team.
What are the advantages of employee-generated content?
Not only is this content fun, but it’s effective and there are many advantages to brands using it as part of their marketing strategy.
Authenticity: Content created is often seen in the form of chatty videos or playful images from employees that show the raw brand and how and who operates it. This style is easy to watch and unfiltered.
Customer relationships: People are invested in people, so this type of marketing gives the consumers someone to connect with, which is not always possible with all brands and services.
Relatability: People get an insight into the brand and those running it! Employees share their personalities, bridging the gap between product/service and consumer. People can then relate to the brand by drawing parallels to someone who works for it.
Examples of brands that have thrived from their employee-generated content approach?
Across the below brands’ TikTok platforms, you can see multiple uses of EGC content which has been one of, if not the biggest, driving force for their successful platform.
👉 Next
👉 Sisters & Seekers
👉 Anthropologie
Many of these businesses have developed this strategy even further with EGC-led content on various other platforms, introducing podcasts and pop-ups. This has also helped the individuals behind the content to grow their own following outside the businesses.
Conclusion
There is no doubt that EGC is an effective form of marketing with countless brands successfully executing it and reaping the rewards.
It is, however, important to note that this type of marketing doesn’t work for all brands and the same formula won’t work for each of those using it, there are many factors to be considered.
With digital platforms showing no sign of slowing down and EGC continuing to be successfully utilised by brands, we can expect to see more of it in the future.
