Move over UGC: Why employee-generated content is key for authentic marketing campaigns

There is another acronym in town — EGC. While not entirely new, employee-generated content is gaining significant traction as brands recognise its potential to build authenticity and connect more deeply with their customers. Once reserved for organic social media posts, EGC is now spilling over into the paid advertising world, offering brands a fresh, relatable approach that resonates with consumers.

In a market flooded with options, consumers are increasingly seeking out brands they can relate to on a personal level. One of the most effective ways to achieve this is by leveraging the personalities within your own company. EGC allows brands to humanise their image by showcasing the people behind the scenes — your employees.