User-Generated Content (UGC) and Employee-Generated Content (EGC) are two powerful forces that are reshaping how brands connect with their audiences online. In a digital landscape driven by authenticity and peer influence, UGC and EGC aren’t just trends, they’re a necessity for brands that want to stay competitive and maximize budgets.
The Rise of UGC: Why It Matters
User-Generated Content has quickly become a dominant force in marketing, and for good reason. Consumers are no longer impressed by highly polished, overly branded advertisements. What resonates now is authenticity. Shiny, scripted ads may come across as staged or disconnected, while UGC provides real, relatable content that feels organic and genuine.
In essence, UGC allows brands to tap into the raw, unfiltered experiences of their customers. When consumers see real people using and endorsing products, they’re more likely to trust the brand and feel a deeper connection. It’s an effective form of social proof, demonstrating that a product or service has real value in the eyes of actual users.
EGC: The Power of Employee Advocacy
Alongside UGC, Employee-Generated Content is also gaining momentum. This trend focuses on empowering employees to create and share content that showcases their experiences, expertise, and the culture within the company. Whether it’s behind-the-scenes moments, thought leadership or company culture highlights, EGC humanizes brands and turns team members into genuine advocates.
What makes EGC so powerful is that it creates a sense of trust, transparency and relatability. Employees become the face of the brand, building stronger connections with potential customers. More than just showcasing products, EGC highlights the people behind the brand, adding a human touch that is often overlooked in traditional marketing strategies.
By The Numbers
The impact of UGC and EGC isn’t anecdotal—there’s hard data to back up their effectiveness.
- 80% of consumers trust UGC over traditional advertisements
- Social media campaigns perform an average of 25% better when they include UGC
- UGC-based ads see 4x higher click-through rates and a 50% reduction in cost-per-click
- Companies implementing EGC have seen an 8% increase in online engagement:
With social media shaping purchasing decisions more than ever, brands that leverage UGC and EGC tap into a powerful form of social proof. When potential customers see real people using and endorsing products, trust is built, engagement increases, and conversions follow. Additionally, UGC helps brands scale content production cost-effectively while fostering community and brand loyalty.
Sources:
Tyler Wilcox : December 12, 2023
