Social trends: Employee Generated Content

What EGC can do for your brand

Employee generated content (EGC) is one of the biggest social trends of 2025. It’s a great way to highlight the personalities behind your brand, and who better to act as informed, authentic ambassadors than the people who know you best? 

EGC builds a sense of community among your wider audience by tapping into the appetite for social authenticity. Messaging presented by team members feels less like marketing and more like a peer-to-peer recommendation, meaning it lands more effectively than traditional brand messages among social audiences who don’t want to be sold to in their leisure spaces.

It also builds reach and engagement among local audiences – particularly relevant if you have a brand with a specific geographic reach. Team members featured in the content are more likely to share it with their networks, and their comments and reactions will help promote the content to social algorithms and widen its reach.

Since introducing an EGC content pillar for some of our largest shopping centre clients in April 2025, we’ve seen a strong uptick in engagement, with a comparative ER% of 7.3% for content feature team members vs 5.8% overall. Here’s how to make EGC work for your social accounts.

1. Identify your brand stars

Put the time in to work out who’s most comfortable on camera, and will be confident in putting across your brand message – there’s no point forcing people to appear in content if they look like they’re hating every moment. A good starting point is to uncover team members who already have active TikTok or Instagram accounts with strong followings, but team members who aren’t already using social media can still be hidden gems. Ask interested team members to share a short video of themselves to assess how they perform on camera.

2. Find a format that works

Employee generated content doesn’t just mean cheesy dance routines. Whether it’s lip syncing to trending audio, quick Q&As, product recommendations or interactive game-style content, tying your EGC into your wider social strategy is the best way to ensure it feels authentic on your channels and reflects your brand values. Although, don’t get us wrong… if there’s an opportunity for dancing, take it.

3. Protect your team

Everyone’s got an opinion on social, and when utilising EGC, it’s vital to make sure your team members are protected from potentially hurtful comments. Avoid visible name tags and anything identifying which days staff are at specific locations, and build in strong community management practices to ensure unpleasant comments are quickly removed.

4. Keep the conversation going

Once you’ve uncovered your brand ambassadors, make use of them! Creating repeat content that followers look out for on their social channels is a great way to build loyalty among your audience and allows you to build a narrative around your biggest social stars.

Want to find out more about how EGC can help grow your brand on social? Get in touch with our social team.