Everyone is familiar with user-generated content (UGC) by now, but have you heard of employee-generated content (EGC)? This is more than a buzzword – it’s becoming a powerful and budget-friendly marketing strategy that humanizes brands and builds trust in a way traditional marketing often can’t.

Having worked in marketing with various brands for many years, I’ve noticed that content featuring real people and sharing the deeper stories behind a brand tends to drive much higher engagement.

Why EGC Matters

In Europe, EGC is already gaining traction, and we’re seeing brands leverage it successfully to strengthen their image. A perfect example? Hitschies’ CEO Philip Hitschler, who regularly shares engaging videos about his candy brand. These posts have gone viral, and Hitschies even made it onto the latest season of Emily in Paris!

Other Brands, like the German backpack brand Aevor, are also embracing EGC, using their social media to give an authentic glimpse behind the scenes. This approach has not only improved brand recognition but also given these companies a “human touch.”

The Benefits of EGC 🌟

1. Authentic Brand Representation: Who knows your brand better than your own employees? They can showcase the products they truly love, and since they’re insiders, they can create content that 100% fits the brand.
2. Building Trust: EGC lets audiences see the people behind the brand. When employees share insights, customers get a genuine look into your company, fostering trust that’s hard to achieve through polished ads alone.
3. Global Connection: For brands, especially those from Asia aiming to build trust overseas, EGC can bridge cultural divides by showing that work life – regardless of geography – has universal similarities. Content can always be translated with captions, ensuring messages resonate across language barriers.
4. Cost-Effective Marketing: EGC is also budget-friendly compared to traditional influencer marketing. It allows brands to allocate more budget towards other strategic areas while still getting impactful results.
5. Reaching New Audiences: When employees share content, it may not reach as many people as influencer marketing does, but it still connects your brand with a new audience through genuine, relatable content.

What About Influencer Marketing? 💡

So, can EGC replace influencer marketing? In short, no. The most effective strategy is a mix of both. EGC is fantastic for building community and trust, but influencers are still key for expanding reach. By balancing EGC with influencer marketing, brands can engage a large, diverse audience while staying authentic.

Final Considerations

EGC might seem like a win-win, but brands should remember one thing: when employees put their faces online, they’re representing the brand in a visible way. This contribution deserves recognition – both publicly and, ideally, in their paychecks.

Employee-generated content is here to stay, and it’s set to be one of 2025’s defining trends. If you’re not already considering it, now’s the time to bring your employees into the spotlight and let them be the voice of your brand.