Not so long ago, what we wore, ate and did as a society was often influenced by trashy magazines and gossip websites. Perez Hilton, anyone? These original trend setters paved the way for the social media influencer phenomenon, which quickly infiltrated every area of life and business.  

Then, thanks to apps like Instagram, TikTok and Pinterest, user generated content (UGC) took off, creating a world where anyone could be an influencer. Seen as more authentic than classic advertising, it revolutionised the way businesses used social media. 

But if we know one thing about social media, it’s that nothing stays the same for long. So, what’s next when it comes to creating content? 

Exploring employee-generated content 

Employee-generated content (EGC) is like UGC in that it hooks audiences with authentic, real-life content; but this time, it’s from inside the workplace.  

It’s most common on social media and is generated by a business’ most valuable brand advocates: its employees. The best part? Any business can do it.  

EGC offers a unique insight into a brand’s culture and values, making it an invaluable resource, particularly during recruitment drives. Sneak-peeks into office life, after work socials and workplace culture are just a few ways employee-generated content can help to boost an employer-brand. 

As a social media marketing technique, EGC works best when built into an effective strategy. The key is deciding which platform to utilise and how to tailor content to ensure its relevancy to a brand.  

What are the benefits of EGC? 

Apart from building trust and increasing engagement, EGC brings a host of benefits to any social media strategy. Here are just a few: 

1. Social content in seconds– EGC only takes a few seconds of employee time as they are recorded by the social media team.   
2. Increase company revenue – EGC increases brand awareness amongst new audiences, often resulting in new followers and a potential increase in revenue.  
3. Stand out from the crowd – Using employees as the face of a business’ social media account will result in authentic and personal content that is unique and impossible to replicate. 
4. Attract fresh talent – Showing snippets of working life on social media can make your business more attractive to potential talent, especially if the work is fun and business values shine through. 
5. Advertise employee expertise – EGC gives employees the opportunity to showcase their skills and knowledge on a much bigger platform that is likely to be seen by important stakeholders or potential customers. It’s a great way to let individuals authentically demonstrate their skills and knowledge to build and maintain trust with existing and potential customers.  

Is EGC right for your business? 

It’s not just about creating viral videos – although that’s always a bonus. For EGC to work, it’s important to encourage every team member to join in on the fun.  

Some businesses may find it useful to create an employee-advocacy program, highlighting KPIs and expectations, however, leaders should bear in mind that this kind of content should never be forced, or it will lose its authenticity.  

While lifestyle and fashion brands such as Next and SheerLuxe currently dominate the EGC space, it’s clear that there is an opportunity for businesses that should not be missed.  

Want help with your social media strategy? Contact us.