Hey all, we’ve been speaking with peers and clients about EGC a lot recently, so we thought we would put out an article on it in case you were too. You can read it below. We’d love to hear any questions you might have on the topic too!
Employee-Generated Content: The Marketing Channel You’re Probably Undervaluing.
What is EGC?
Employee-Generated Content (EGC) is exactly what it sounds like: content created and shared by your employees.
Employees can share things that your brand’s own socials might not be able to. Think behind-the-scenes photos, real brand culture, and company wins (no matter how small). And most importantly, when shared by them, it’s more authentic and personal, and connects in ways brand channels simply can’t. Human to human.
Why EGC?
- Employee content outperforms brand content (by a lot).
- Posts shared by employees get 561% more reach than brand channels alone.
- 76% of people trust it more than official corporate posts.
Your employees aren’t just team members; they’re trusted messengers with built-in networks.
What EGC Delivers.
- Greater reach & visibility: Every share expands your audience.
- Top talent attraction: The best people want to work where employees are already proud to be.
- Stronger employer brand: Real stories beat polished campaigns every time.
- Boosted morale & engagement: Employees feel seen when their voice matters.
- Lower marketing costs: Engaging organic content = lower ad spend.
EGC is not just “nice to have”, it’s ROI-positive and your competitors are already utilizing it.
EGC Tips for Success.
The best EGC isn’t forced. Here’s how to do it right:
- Offer brand guidelines, not scripts: Put on guardrails, not handcuffs.
- Trust employees: They know what resonates with their networks.
- Make it easy: Templates, tools, and a nudge go a long way.
- Celebrate standout content: Recognition fuels momentum.
When employees feel empowered, EGC becomes easy.
How to start your employee advocacy program with Brandwatch + SOCIUU.
With the Brandwatch + SOCIUU partnership, you can now easily optimize your social media reach and effect through employee advocacy.
The integration allows you to easily share the content created and planned in Brandwatch with your employees so that they can share it across their networks and you can get much higher exposure on social media.
TL;DR.
- Your most trusted storytellers are already in-house.
- With the right support, employee-generated content can boost brand reach, build credibility, and make your marketing feel less like marketing.
In other words, stop sleeping on EGC; it’s the cheapest, most authentic influence your brand can have.
