You’ve heard of UGC, but what about EGC?
We all understand the importance of UGC to create trust between customer and potential customers, but EGC (employee-generated content) goes a step further by diving into the value and story behind the brand.
EGC is re-shared up to 24-times more when shared by employees as opposed to the brand, and it can get up to 8-times more engagement than branded content.
Additionally, 59.8% of marketers share/promote EGC on their social media, helping expand reach and build community.
"While we’re building a UGC program for clients, we always encourage the founder and brand team to create content for a behind-the-scenes view into the company."
"It helps establish the brand’s identity and makes for great organic social and ads content," says Angela from Pilothouse’s UGC team.
Examples of EGC:
- Video/photos of employees packaging and mailing orders.
- Employees talking about why they love working for the brand.
- Tours of the warehouse or office.
- Short video of the founder explaining why they started the brand.
Are you a brick-and-mortar retailer? Not to worry, EGC can crush for any brand.
The Canadian housewares conglomerate Ashley HomeStore turned to this strategy, asking employees to record short videos describing their favorite pieces in the store, why they love them, and how they'd use them in their homes.
Ashley used this strategy with each retail location and found that customers were coming in not only looking for furniture featured in the EGC but the employee to chat with them about their videos.
Creating a ‘Founder’s Story" is crucial to building a human connection, especially during the beginning stages of the brand.
Examples:
- (2012) Beardbrand founder, Eric Bandholz: The Starting Vision
- (2011) GoPro founder, Nick Woodman: About Us
Both videos aren’t super high-value productions, but it doesn’t matter.
Each explains the brand’s vision and how they envision the company, which helps connect with the audience.
Build that EGC alongside your UGC!
