EGC, The Next Big Thing in Content Marketing
In the world of digital marketing, user-generated content (UGC) has reigned supreme. But now, a fresh perspective is gaining momentum: Employee Generated Content (EGC).
- 13 Nov 2024 |
- User-Generated Content |
- Content Marketing
In a landscape where authenticity is key, EGC offers a powerful way for brands to connect with audiences by showcasing the faces behind the scenes.
At Thubalisanda Marketing, where we specialise in engaging brands with their audiences through events and activations, EGC could play a pivotal role in building trust and fostering a genuine connection between clients and their customers. Here’s a closer look at why EGC matters, how it differs from UGC, and how brands can harness this trend.
What is Employee Generated Content?
EGC is content created by employees rather than users or external brand fans. This content could range from behind-the-scenes shots of the day-to-day at your agency, insights into upcoming campaigns (like our recent search for campus ambassadors for Play), or even short, candid videos of team members sharing their roles and excitement about projects.
By showcasing real employees, EGC provides a unique, authentic look into the company’s culture and values, creating an emotional bond between the brand and its audience. Think of it as peeling back the curtain to reveal the people who make it all happen.
Why EGC
Matters in Marketing
1. Authenticity and Trust
Consumers are increasingly sceptical of traditional advertising, and they crave authenticity. Employees are seen as trustworthy voices, providing insights that feel more genuine than brand-sponsored content.
2. Humanising the Brand
EGC allows brands to showcase their culture, values, and people. By sharing the faces and stories behind the company, brands can create a relatable identity, fostering a stronger connection with their audience.
3. Engagement Boost
Employees have networks of their own, and when they share branded content, they’re likely to reach new audiences. People are more likely to engage with content that feels personal, which can drive engagement rates significantly.
4. Building a Positive Work Culture
Encouraging EGC shows employees that their voices are valued. This recognition can boost morale and promote a sense of belonging, helping to foster a positive work environment.
Types of EGC
1. Social Media Takeovers: Employees can take over a brand’s social media for a day or a specific event, providing followers with a unique, authentic perspective.
2. Behind-the-Scenes Content: Showcasing daily work life, team events, or “day in the life” videos can give audiences a peek behind the curtain.
3. Employee Stories and Spotlights: Celebrating employee achievements, career journeys, or personal insights makes the brand more approachable.
4. Live Interviews and Q&As: Hosting live interviews with employees on social media provides real-time interaction and fosters a sense of community.
5. Blog Contributions: Employees from different departments can contribute blog posts to share industry insights, personal growth stories, or trends in their area of expertise.
EGC Best Practices
● Keep it Authentic: Aim for a relaxed and real tone. Audiences will respond better to honest, down-to-earth content.
● Give Guidance: Share general themes or topics for employees to talk about, but let them create the content in their own voice.
● Celebrate Employees’ Voices: Acknowledge employees who share content. Not only does this encourage more EGC, but it also strengthens company culture.
Conclusion
EGC is a fantastic tool for brands, especially in industries like ours, where face-to-face engagement is central. By creating EGC, brands can foster trust and a sense of belonging with their audience, turning employees into powerful brand advocates. As digital content evolves, Thubalisanda will be at the forefront, helping brands leverage the authenticity of EGC in a way that resonates with audiences everywhere.