For nearly 16 years since traditional social media influencers first took the spotlight, brands have had to balance the use of external creators with organic user-generated content (UGC). Today, employee-generated content (EGC) offers a powerful blend of both worlds, combining the authenticity and grassroots feel of UGC with the strategic storytelling and reach typically associated with influencers. Employees are taking center stage by sharing unique perspectives and behind‑the‑scenes insights directly on the company’s social platforms, a shift largely driven by the principles of social‑first marketing.
Since the latter half of the decade, influencer marketing has become normalized among the general public, and its effectiveness in promoting products and services has somewhat diminished. In the late 2010s, influencers with large followings were often compared to traditional celebrities; only to be seen as less authentic. This comparison led to the rise of micro‑influencers, where brands could partner with multiple creators who, despite smaller followings, boasted highly engaged audiences.
Now, in 2025 social media marketing teams have begun to incorporate UGC into their own content strategies, highlighting employees and creating their own “internal influencers” to create engaging content. Employee‑generated content has been increasing in popularity amongst consumers and proudly nosey audiences — often the most “boring” part of your job, is the most interesting to your audience tuning in online. This can be anything from showcasing behind the scenes of creating your product to outlining the creative process to featuring the day-in-the-life of various roles to direct interviews with your employees ultimately humanizing your brand.
Brands are quickly discovering that their own content can often attract the brand awareness and engagement they’re looking for, while incorporating influencer marketing strategically to reach new audiences in a multi-channel approach.
When employees create content for company channels, it feels more genuine and provides viewers with an unfiltered glimpse into daily operations. Answering those burning questions, while showcasing your company’s culture, operations, and values often indirectly tells the story of your brand and aligns your customers to your mission. This authenticity and transparency builds trust and strengthens the bond between the brand and its audience.
Porter Airlines, out of Toronto uses its Instagram to create fun and engaging content that showcases everyone from their flight attendants and pilots, to even their graphic designers. They post fun behind-the-scenes of their operations and tips to give Porter’s feed a real, unfiltered look at the team that keeps things flying. It’s not polished PR that many airlines are known to have, but personality.
Adobe, has taken it a step further by creating an additional stand-alone social channel on top of its main handle called @adobelife that features their team members, community and often creatives who use their products. They not only share behind-the-scenes of working at the company, but they also feature the behind-the-scenes of their audiences and users to inspire their community. They provide value to their followers by keeping them up-to-date on new features, how to get the most out of their tools, and even showcase how different businesses get the most out of their platforms. All of their content is visual, engaging and collaborative, which is exactly what they promote their workplace to be — directly in line with their values. It’s also what they promote in their products, ensuring brand consistency at every touchpoint across all channels.
Empowering employees as content creators (strategically) on company‑owned social media channels represents a powerful evolution in digital marketing. By harnessing the authentic voices within an organization, brands build trust, drive engagement, and cultivate a strong internal culture that resonates externally. In today’s dynamic digital landscape, employee‑generated content is becoming a cornerstone of effective and genuine brand storytelling.
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