Archive · 17 Nov 2025
Snapdeal Leverages Employees as Content Creators for Cost-Effective, Authentic Marketing
Snapdeal, an online store, is having its employees make videos and posts to show off its clothes.
This helps the store save money because they don't have to pay outside people as much.
It also makes the ads feel more real and trustworthy because it's just regular people sharing their genuine style.
Snapdeal is focusing on fashion for people in smaller towns and cities.
They believe their own employees understand these customers best.
While they still work with some big influencers to reach more people, using their own team makes their marketing feel more like a fun, relatable story.
Snapdeal is using its employees as content creators for marketing to enhance authenticity and reduce costs.
The initiative aims to make Snapdeal's fashion offerings feel accessible, real, and culturally grounded, especially for customers in tier-II and tier-III markets.
Over 60 employees from various departments have become creators, showcasing their own style and products.
By using internal staff, Snapdeal can reduce content generation costs by an estimated 65-70%.
While Snapdeal continues to work with external creators for wider reach, the employee-generated content strategy is seen as cost-effective and a driver of authenticity and brand trust.
- Who
- Snapdeal, its employees, and influencer marketing experts
- What
- Snapdeal is turning its employees into content creators for its marketing campaigns.
- When
- Ahead of the festive season this year.
- Where
- Primarily for Snapdeal's social media and marketing efforts, targeting customers in tier-II and tier-III markets.
- Why
- To cut costs, boost authenticity, make fashion accessible, and leverage the diverse perspectives of its employees who are also users of the brand's products.
Internal Employee Creators
External Influencers & Creators
Authenticity and Relatability
Internal Employee Creators
Employees are seen as real users of value fashion and their content feels authentic, relatable, and human, building trust and strengthening brand culture.
External Influencers & Creators
External creators can offer a broader reach and audience that employees may not match, and can bring in a different type of value beyond internal expertise.
Cost-Effectiveness
Internal Employee Creators
Leveraging employees reduces content generation costs by up to 65-70% by re-allocating budgets typically spent on external creator fees and agency production.
External Influencers & Creators
While effective, brands need to budget for training, measurement, and content governance when using internal employees as creators.
Brand Representation and Expertise
Internal Employee Creators
Employees reflect the diversity of customers and are subject matter experts, offering insights into workplace culture and being effective endorsers.
External Influencers & Creators
External collaborators may offer a perspective or expertise that internal employees cannot replicate, adding unique value.
- Company
- Snapdeal
- Initiative
- Integrating employee-generated content into marketing
- Objective
- Boost authenticity, cut costs, make fashion accessible and culturally grounded
- Employee Creators
- Over 60 employees across various functions
- Key Business Segment
- Fashion and lifestyle (over 90% of business)
- Target Market
- Tier-II, tier-III markets and beyond
- Potential Cost Reduction
- 65-70%