How Employee-Generated Content (EGC) is Transforming Social Media Marketing
Could your business’s next content creator be already on your payroll?
In the evolving landscape of digital marketing, companies are constantly seeking innovative ways to connect with their audience. While User-Generated Content (UGC) has been a staple in many social media strategies created by consumers to foster community and enhance brand credibility, another equally powerful approach is gaining traction: Employee-Generated Content (EGC).
What is EGC?
Unlike UGC, which comes from consumers, EGC draws on the genuine voices and unique perspectives of those who know the brand best—its own team members. Who better to share what your brand is all about than the people who live and breathe it every day? EGC is done best when employees roll up their sleeves and get involved in creating content for the brand, sharing their unique stories, insights, and behind-the-scenes moments. (You might have seen this in action on our socials!)
Brands like Mejuri, Qantas and Woolworths are leading the way by using platforms like TikTok to showcase a more spontaneous and authentic side. We're seeing a range of content on brand socials from office fit checks to behind the scenes looks at photoshoots and what day to day work life looks like. So, why is EGC turning heads in the world of digital marketing? Let’s take a closer look at how it can supercharge your social media strategy and make an impact.
What Makes EGC So Effective?
Authentic Brand Reputation
Employees are the heart of any company and can offer a genuine, behind-the-scenes glimpse into the brand and its identity. EGC brings a more personal touch to marketing by highlighting real people who are passionate about their work. It's all about being transparent in a fun and creative way, offering a snapshot of the company’s inner workings and building a genuine connection with consumers. With research demonstrating that people connect more with faces than faceless brands, EGC puts employees front and centre, creating a more relatable and authentic brand image.
Building Trust and Credibility
In a world where consumers are becoming increasingly sceptical of traditional advertising, EGC can provide a breath of fresh air. By allowing employees to create content, brands can showcase their company culture and values in a more transparent manner. This approach builds trust and credibility, as potential customers see the brand through the eyes of its employees.
Increased Awareness and Engagement
EGC can be a powerful tool for boosting brand awareness and engagement. When employees share content on their personal social media profiles, they tap into their own networks, which often consist of friends, family, and professional connections who may not have previously encountered the brand. This expanded reach helps the brand gain exposure to new audiences in a way that feels more personal and genuine. As a result, the brand gains not just greater exposure but also heightened engagement from a more invested audience.
EGC Is Cost-Effective
Employee-Generated Content (EGC) offers a budget-friendly alternative to traditional content creation methods. By tapping into the creativity and insights of your own team members, you can significantly reduce costs associated with hiring external agencies or investing in high-end production. Employees already have a deep understanding of your brand’s voice and values, which streamlines the content creation process. This familiarity means there’s less need for extensive briefings or time-consuming revisions, allowing for quicker turnaround and fewer adjustments. Essentially, your team can produce authentic, on-brand content with minimal additional expense.
How to Effectively Implement an EGC Strategy
To harness the power of EGC, companies must carefully plan and execute an effective strategy. Here are some steps to guide you:
- Formulate Your Social Media Marketing Strategy
Start by defining your goals and objectives for EGC. What do you want to achieve with this strategy? Is it increased brand awareness, higher engagement, or a stronger brand identity? Understanding your goals will help you create a clear roadmap for your EGC efforts.
- Choose the Right Employees
Not all employees will be comfortable creating content or representing the brand on social media. It's important to choose employees who are enthusiastic about their work and have a genuine interest in sharing their experiences. Look for those who are good communicators, active on social media and have a good understanding of the brand's values and voice. - Encourage, Don’t Push
While it's important to encourage employee participation, it's equally crucial not to push them into it. Forced participation can lead to inauthentic content, which can do more harm than good. Instead, create an environment where employees feel empowered and excited to share their stories. - Leverage Social Media and Websites
EGC can be shared across various digital platforms, from social media channels such as Instagram or Facebook reels, to the company's website. Embedding EGC on your social platforms not only provides fresh content but also adds a layer of authenticity to your brand's online presence.
The Impact of EGC vs. UGC
While both EGC and UGC have their own merits, EGC offers a unique perspective that can be more impactful in certain contexts. UGC is fantastic for showcasing customer satisfaction and building a community around your brand. However, EGC goes a step further by highlighting the people behind the brand, providing insights into the company culture, and creating a more personal connection with the audience.
Looking Ahead
By embracing EGC, you're not just creating content; you're building a community of engaged employees and loyal customers who believe in your brand's mission and vision. The future of digital marketing is personal, authentic, and, most importantly, human. EGC is a powerful tool to help you get there.
