| What is it? | Why do UGC and EGC matter? | How to create UGC and EGC |
| UGC stands for User Generated Content which can include social media posts, reviews, and testimonials in the format of videos, photos, or comments.
EGC stands for Employee Generated Content which comes from people working for your brand or organisation, rather than a user or customer.
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Audiences tend to trust real people more than brands, making this kind of content seem more authentic and truthful.
Obviously a brand is going to say great things about themselves, but when another person recommends them, seemingly without hidden agendas, it comes across as more believable.
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For UGC:
· Create shareable moments · Ask at the right time · Make it easy
For EGC: · Create guidelines · Lead from the top · Share content on the organisation’s channels
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In recent years, there’s been a shift away from polished, brand-produced content to focus on real human voices. Just look at the rise of influencers, for example, 86% of consumers say they make at least one purchase driven by influencer content each year. (source: Sprout Social)
Audiences tend to trust real people more than brands, making this kind of content seem more authentic and truthful. Obviously a brand is going to say great things about themselves, but when another person recommends them, seemingly without hidden agendas, it comes across as more believable.
And that’s where UGC (User Generated Content) and EGC (Employee Generated Content) come in. In this article, we’ll look at both UGC and ECG, discovering what they are, why they matter and how to make them happen in your organisation.
Read on for your ultimate authentic content playbook.
What is UGC? User Generated Content explained
We love our acronyms in content marketing so let’s introduce a couple more to the mix!
UGC stands for User Generated Content and refers to online content that a user or customer has created.
This can include social media posts, reviews, and testimonials in the format of videos, photos, or comments.
What is EGC? Employee Generated Content unwrapped
EGC is Employee Generated Content and is very similar to user generated content, however, it comes from people working for your brand or organisation, rather than a user or customer.
Typical EGC examples might include:
- Linked In posts
- Behind the scenes content
- Day in the life videos
- Thought leadership blogs
Sheerluxe is an example of a brand that uses EGC well. On their Instagram channel they often post vlog-style content created by their staff including following them on their days in the office.
EGC is nothing new – in fact we predicted it was going to be big in our content trends for 2025 blog post – but it’s becoming more and more trusted.
UGC vs EGC – key differences and why you need both
At first glance, UGC and EGC look very similar. Both come from human voices and are grounded in real experience. They play different roles in your content strategy but, alongside your brand content, can work together really well.
UGC proves that your product or service works whereas EGC shows your brand ethos and culture. UGC without EGC makes a brand feel faceless whereas EGC on its own feels like everyone is talking about the brand without actually using it. A well-rounded content strategy includes both to win trust and, ultimately, conversions.
Here’s a summary of the key differences between UGC and EGC:
| UGC | EGC | |
| Who creates it | Customers, users, fans, community members, influencers | Employees, founders, leaders |
| Primary role | Social proof | Credibility and showcasing brand culture |
| Tone | Unfiltered experiences | Insightful, human, behind-the-scenes |
| Where it works best | Reviews, product pages, social feeds | Linked In, blogs, social media |
| Level of control | Low (not scripted, sometimes very little brand involvement) | Medium (guided but not overly prescriptive) |
Are UGC and EGC better than brand content?
It’s not that UGC and EGC are necessarily better than content that you produce for brand campaigns, it’s more that they tell a slightly different story and the best performing content strategies will look at all three and how they work together, rather than treating each one as separate.
Here’s how each type of content helps the customer journey:
Brand content: defines positioning, messaging, visual identity and core brand story.
EGC: translates brand narratives into lived experience and demonstrates culture. It shows why the product or mission matters to the people that work for the organisation.
UGC: shows how the product or service works in real contexts. This social proof can turn interest into confidence.
How to make UGC happen
In an ideal world, UGC will just, well, happen. And this is certainly true for some of the bigger brands.
However, it can be earned when you create the right conditions and make sharing content feel easy and natural. Here are some top tips to get you started.
1. Create shareable moments
Your product, service, or campaign should give something for people to react to like a standout feature or a clever piece of copy. Something memorable that’s worth talking about will get people posting.
2. Ask at the right time
Ask for UGC when customer satisfaction is at its highest for example, after a positive support interaction or a repeat purchase. For example, a hotel might ask a guest for a review after their stay.
3. Make it easy
The easier it is to share, the more people will do it. Add clear CTAs and tagged accounts to make it as simple as possible.
Where to use UGC
One of the best things about UGC is its ability to reach new audiences beyond your organisation’s channels. However, to maximise its benefits, you should put it to work in the channels where it can actively influence perception and purchasing decisions.
- Social media – share posts where people have mentioned your brand. Most social media apps have native content sharing features (i.e. Share to stories on Instagram or repost on Threads), so there’s no need to approach the user for usage rights.
- Adverts – use quotes and reviews from users in your advertising as social proof.
- Product pages – add testimonials, reviews, or user photos to your product pages to help with the buying decision. 57% of shoppers say customer ratings and reviews are the most important product page element for a purchase. (source: Backlinko)
- Emails – include customer quotes and reviews in your email newsletters or promotional sends.
- Landing pages – feature UGC alongside key messages or CTAs to reassure users at the point of conversion.
Remember that if you wish to use photographs or videos from users on your website or in your advertising that you must get permission first.
How to enable EGC inside your organisation
EGC happens when employees feel confident to share their experiences. You can encourage this by communicating clearly across your organisation how you’d like people to create content.
1. Create guidelines
You don’t need to be too prescriptive when it comes to EGC but you want to make sure you avoid an embarrassing situation. Create clear guidance on what’s encouraged and what’s off-limits.
2. Lead from the top
When founders, executives, and managers post, it sets an example to the rest of the teams and shows that sharing is valued.
3. Share content on the organisation’s channels
You don’t need to keep EGC completely separate from brand content. You can share posts on your main brand channels too. Why not keep a slot each week free in your social media calendar for some EGC?
UGC and EGC work best when they support clear brand messaging, giving people a real reason to trust what you say and the confidence to act on it.
Look for help with User Generated Content?
Whether it’s UGC (User Generated Content) or EGC (Employee Generated Content), if you’re looking for help getting your best support off the ground and across your socials, then give us a shout.
