A recent Nielsen study found that 92% of consumers trust recommendations from friends and family over traditional ads. Word-of-mouth is the holy grail of marketing.
The fastener between word-of-mouth and digital marketing is content generated by ‘users’.
UGC vs. EGC: What’s the Difference? We’re all familiar with User-Generated Content review .
UGC feels like a recommendation from a friend, showing the brand in action and real life. Because it’s real people sharing real stories, the trust factor goes up.
But Employee-Generated Content (EGC)
"It’s word-of-mouth with a backstage pass, making the brand feel more relatable and authentic." By hearing from employees directly, customers feel a deeper connection—not just with the product but with the entire brand ethos.
Why EGC Works: People Want Real, Relatable Content Let’s face it: Ads have been coming at us for centuries. Ancient Egyptians carved promos onto stone to catch a passerby’s eye. With the invention of the printing press, ads spread across Europe, and by the 20th century, lush full-page spreads filled magazines like Vogue . Then, the internet arrived in the ’90s, and ads went fully digital. Now, we’re ad-savvy and naturally cautious when seeing anything that feels too polished.
This is where EGC steps in. Unlike slick, agency-produced ads, EGC brings out the real, unfiltered stories that customers trust. It’s not about perfection; it’s about connection. Through EGC, brands offer a glimpse into their inner workings, bridging the trust gap by showing genuine people sharing genuine experiences. Brands like Apple Sheerluxe
The Benefits of EGC: Building Trust and Driving Engagement EGC is more than a nice-to-have; it’s a powerful tool for building credibility and engagement. Here are some ways it benefits your brand:
Brings the Brand to Life: EGC lets customers meet the dream team behind the scenes, adding warmth and personality to the brand. Suddenly, it’s not just about products—it’s about the people pouring their passion into them.Real, Raw Engagement: Forget polished ads! EGC keeps it refreshingly real, making audiences feel like they’re getting the inside scoop. It’s the juicy, unfiltered content people crave.Attracts Talent: EGC is also a recruitment magnet. When people see an authentic, supportive workplace through employees’ stories, they’re not just interested—they’re sold.
EGC in Action: Real-Life Examples Let’s look at how brands are already using EGC to engage audiences.
FAYT the Label : Apple and Google : Tech giants Apple and Google have also tapped into EGC to humanise their brands. Sharing behind-the-scenes moments or glimpses of employee projects makes their brands relatable and highlights their innovative cultures.Seeing EGC in action creates a ripple effect; customers see real people enjoying and believing in the brand, making them more likely to imagine themselves doing the same.
Bringing EGC into Your Brand Strategy Ready to tap into the power of EGC? Here’s how to start:
Encourage Authentic Sharing : Give employees the freedom to share their take on the brand. It’s far more engaging when it’s personal . Offer incentives, like exclusive sneak peeks or staff discounts, to encourage sharing and make it fun.Spotlight Employee Stories : Feature employees who are already sharing the love. Highlight their stories on social media or your website to show that their voices matter. Equip and Empower : Make it easy for employees to share. Ensure they have access to platforms, and remind them that their voice is an integral part of the brand’s story. Empowerment is key.Build a Culture Worth Sharing : A positive, open culture inspires employees to share their pride in the brand. They're more likely to post about the mission when they feel genuinely connected to the mission.Celebrate the Impact : Recognise employees who create standout content with shout-outs, features, or simple thank-yous. Appreciation has a way of inspiring even more team members to get involved.
When EGC and UGC work together, brands can amplify their authenticity . UGC provides an external perspective, with customers sharing real-life moments with products, while EGC offers an insider’s view, giving audiences a full, genuine picture of the brand. Together, they’re a powerhouse for trust-building , reaching audiences on a deeper level and making the brand more relatable.
UGC and EGC are like the “work spouses” of content marketing: they complement each other perfectly. UGC captures customer love, while EGC gives audiences a look at the brand's heart and soul through employees' eyes. It’s the ultimate combo for creating meaningful, trust-driven connections.
Why EGC is the Future of Marketing In today’s world, people are looking for more than just a product—they want a connection. Employee-generated content allows brands to foster these connections, bypassing overly polished ads for real, relatable stories. And isn’t that what marketing is all about?
Give EGC a try, and watch how it brings depth, authenticity, and heart to your brand . Your audience will thank you for it, and your brand will feel more connected, real, and trustworthy—no filter needed.
