Archive · 12 Aug 2025
Employees become marketing influencers for several brands
Companies are now using their employees to create marketing content, like a behind-the-scenes look at their work.
This is called employee-generated content, or EGC.
It feels more real and trustworthy than ads made by celebrities.
Businesses like Zepto and Perfora are doing this because it can be cheaper and more effective.
Experts advise giving employees clear rules and training to make the content even better and reach more people.
Brands are increasingly using employee-generated content (EGC) for marketing.
EGC is seen as more authentic and relatable than traditional marketing.
Companies like Zepto, Perfora, and Spectacom are actively using EGC.
EGC offers a potentially higher return on investment (ROI) than influencer marketing.
Experts recommend brands provide content guidelines and training for employees.
- Who
- Companies such as Zepto, Perfora, and Spectacom, along with their employees, are using EGC.
- What
- Brands are utilizing employee-generated content for marketing.
- When
- The trend of using EGC is recent, particularly in India.
- Where
- This trend is seen in India and Western countries.
- Why
- EGC is considered more authentic, relatable, and cost-effective than other marketing methods.
Challenges with EGC
Benefits of EGC
Content control vs. creative freedom.
Challenges with EGC
Potential for brand-damaging content.
Benefits of EGC
Need to balance creative freedom with brand guidelines.
- Key Concept
- Employee-Generated Content (EGC)
- Benefits
- Authenticity, Relatability, Higher ROI
- Companies Using EGC
- Zepto, Perfora, Spectacom, Zomato
- Turnaround Time for EGC
- Around three days
- Key Suggestion
- Provide clear Content Guidelines and Training to employees