What is Employee-Generated Content? ??

Authentic and relatable content is now more valuable than ever. Over the past few years, brands have been using user-generated content (UGC) to build trust and engage with their audiences. But now, there's yet another form of content that is proving to be equally as powerful - employee-generated content (EGC).

What is Employee-Generated Content?

Employee-generated content refers to any content created by or featuring employees that highlights their role with the company, its culture, or its products/services. This content can take many forms and is almost guaranteed to spark engagement of some sort. The key factor is that it comes directly from employees, making it an authentic and trustworthy representation of the business.

Why is ECG Important?

Trust

In an era where consumers are increasingly sceptical of social media posts and digital ads, EGC offers something much more personal and relatable. Employees are seen as credible sources of information about a company, and so they are now being used to boost brand trust.

Humanises the Brand

EGC helps to put a face to the brand. By showcasing the people behind the products or services, companies can create a more relatable image. This can be particularly effective in industries where the brand-customer relationship is key, for example, agencies, salons, restaurants and physical stores.

Cost-Effective Content Creation

As we all know, creating high-quality content can be both expensive and time-consuming. EGC offers a cost-effective way to produce content that is often more engaging than overly polished marketing materials. Not only that but it can also be done quickly and efficiently during working hours, even at an employee’s desk.

Let’s See Some Examples…

M&S

We’ve all heard about Brat Summer, but M&S decided to put their own spin on the popular trend. In this TikTok video, Percy the Pig and Colin the Caterpillar (two of the brand’s most loved mascots) are showing off their moves in the middle of an M&S office. They take on Charli xcx’s viral “Apple” dance, which has now gained over 470,000 views.

Matalan

One of our favourite examples of employee-generated content this year comes from Matalan’s take on the “Mark” and “Spencer” campaign by M&S. In their version, the video stars two office besties, Mat and Alan, who showcase everyday moments in the workplace. The video racked up 5.9 million views, with brands like Pepsi Max UK commenting, “Pep or MAX… show yourself ????.” It’s the perfect example of how a little humour can spark huge engagement.

Asda

In this TikTok video, an Asda employee takes his own approach to the “Man In Finance” trend. Holding up a card quoting the popular audio, he claims that he’s looking for a man called “Asda.” The video is only 8 seconds long and doesn’t really make much sense, but it still received a great response, with viewers commenting, “Asda is literally the best supermarket.”

Sheer Luxe

If you haven’t come across the Sheer Luxe team on TikTok yet, where have you been? Their account offers nothing short of top-notch EGC. From team interviews to the latest fashion and online trends, they consistently nail it when it comes to engaging their audience and sparking great engagement.

Digital Media Team

Last but certainly not least, we’ve got an example straight from our own team at dmt. Using a popular audio clip, we created a relatable video that highlights our fun office culture and addresses a familiar workplace 'habit.' For legal reasons, of course, it was all just a little joke - but one that racked up over a million views!

There’s a reason why this content works so well. It brings authenticity, and of course, entertainment to a brand’s online presence. Audiences connect more with real people than polished advertisements, and this has proven to be one of the best ways to boost brand loyalty.?

Head over to our TikTok to see more of our unmissable office content!