EGC Explained: How Employee Voices Are Shaping Brand Narratives

If The Office were still running today, Dunder Mifflin would likely have a TikTok account—not just because Michael Scott would insist on it, but because Employee-Generated Content (EGC) is one of the most popular marketing tools for brands right now.

That’s right, brands are turning to their own team for content creation, rather than traditional influencers, after consumers and audiences want the inside scoop. You might already be familiar with examples of EGC, like the digital publication Sheerluxe showcasing employees’ lunches, or the Rhode Island coffee shop The Nitro Bar, where baristas share their favourite drinks. There are plenty of other examples to choose from, emphasising just how popular this content style is becoming.