Employee Generated Content (EGC) is set to be one of the biggest content marketing trends in 2025. And while TikTok might be making it popular right now, this trend has actually been building for years - from that viral ice cream store employee making desserts with voiceovers to social media managers becoming the face of brands.

But here's what's interesting: it's not just big companies with large teams making this work. Whether you're a solo business owner or managing a team of 50, EGC could be your secret weapon for creating authentic content that actually connects.

What is EGC?

Employee Generated Content (EGC) is when your team creates content showcasing your brand, culture, and offerings through their authentic perspective. Think day-in-the-life videos, behind-the-scenes content, and real stories from the people who make your business work. Similar to User Generated Content (UGC) but just with your employees!

Real examples of EGC

I saw this firsthand with one of my clients who owns a seafood shop in Bribie Island. When filming content there, I stepped in as their social media manager to be IN the content.

I tried oysters on camera, showed product unboxing, and that content went viral - we're talking 1 million views and thousands of new followers from me simply being authentic and showing what happens behind the scenes.

But there are businesses really pathing the way with this! NOTE: a lot of these businesses have been created by content creators/influencers so don’t compare, just take inspiration!

Fayte the Label: Making fun videos and bringing the team into the content

Kalade: This is a family business BUT they also bring in the team to create content.

Rascals: A nappy brand targeting the parents, making it fun for the team and building connection

Why is EGC working so well?

Trust. Research shows 81% of consumers need trust before making purchasing decisions. When real people share real experiences, it creates authentic connections that traditional marketing can't match. While you would argue “isn’t that what user generated content is here for?”. But we want to TRUST the people we buy from, not just what people say is ‘good’.

It's also cost-effective. Instead of spending thousands on influencer campaigns, you're showcasing the real experts - the people who know and love your brand already.

But I'm a solo business owner? I don’t have a ‘team’

Even better! This makes EGC so much easier for you. No need to coordinate with a team or worry about training others on your brand voice. You can share your workspace setup, take people through your day, or show behind-the-scenes of how you serve clients.

Britt Saunders: Really sharing BTS of business and giving advice, she is sharing the journey. Owner of Fayte the Label

Ryley Hemson: Just sharing her live and bringing people on the journey. Founder of Remmie by Riley

Lillie: Sharing BTS of building a social media app. Founder of Ditto.

How to start with EGC

Start small. Choose one platform (or even part of the platform) where you feel comfortable showing up. Maybe it's Instagram Stories sharing your morning routine, or TikTok showing how you package orders.

Keep it real. You don't need fancy equipment or perfect lighting. People connect with authenticity, not perfection.

Test and measure. Watch what content your audience engages with most. Do they love seeing your workspace? Your process? Your client interactions? Do more of what works.

REMEMBER: if you don’t have a proper content marketing strategy around this, it will flop. Make sure you build a strategy and incorporate this into your plans.

Final thoughts

EGC isn't just another marketing trend - it's a shift toward more authentic, human-centered content. Whether you're a team of one or many, letting people see the real humans behind your business builds trust, saves money, and creates genuine connections with your audience.

Want more support with your content strategy? Listen to my FREE downloadable (and secret podcast).

Employee Generated Content: Small Business Marketing Tips