In 2025, brand visibility and consumer engagement are more competitive than ever. With users consuming most of their media on their phones—specifically through short-form videos—brands need to rethink how they show up in the digital space. One of the most underutilised yet powerful tools in this landscape is employee-generated content (EGC).
Employees: The Brand’s Most Knowledgeable and Dedicated Advocates.
"Consumers crave authenticity. Employees, who know the brand best, have the potential to be its strongest advocates.”
Consumers are no longer satisfied with faceless corporate messaging. They crave authenticity, personality, and relatability. Employees, as the people who know the brand best, have the potential to be its strongest advocates. When they create content, it carries a level of trust and credibility that traditional advertising struggles to replicate.
Their perspectives provide an inside look at the company culture, values, and expertise, elements that help build a closer virtual relationship between the brand and its audience.
Short-Form Video: The Perfect Medium for Employee-Generated Content
"Short-form video is the dominant content format on mobile. Platforms like TikTok, Instagram Reels, and YouTube Shorts have reshaped how users interact with brands."
Making quick, engaging, and personality-driven content the key to success.This is where EGC and short-form video align perfectly. Employees showcasing their experiences, expertise, and even humour in digestible, relatable videos make a brand feel more human.
Think behind-the-scenes clips, day-in-the-life videos, product demos, or even lighthearted takes on work culture. These formats work because they don’t feel like ads; they feel like content users actually want to engage with.
Investing Inside the Business for Greater ROI
"EGC and short-form video align perfectly. Employees showcasing their experiences, expertise, and even humour in digestible, relatable videos make a brand feel more human."
For brands to thrive in 2025, they need to look inward. Investing in employee-driven content creation isn’t just about making engaging videos; it’s about building a stronger brand identity from within. Employees feel more valued when they’re part of the storytelling process, leading to higher morale and deeper brand advocacy.
From an advertising perspective, EGC can supercharge paid campaigns. Featuring real employees in ads not only increases trust but also improves engagement rates. Consumers are more likely to stop scrolling and watch a video featuring a relatable human face rather than a polished, corporate ad. When short-form videos featuring employees are repurposed into ad creatives, they carry that organic, authentic feel while benefiting from paid reach.
The Impact: Visibility, Engagement, and Revenue
"Brands that leverage EGC within their short-form video strategy will see increased visibility, stronger engagement, and ultimately, higher revenue."
Authenticity builds trust, trust builds loyalty, and loyalty drives conversions.In a mobile-first world, brands need to shift their focus from creating ads to fostering connections. By harnessing the voices of their own employees, they not only amplify their brand story but also unlock an untapped reservoir of creative potential.
2025 is the year to invest in the people who make the brand what it is—because when employees thrive, the brand thrives.
Need ideas for your next EGC short-form video strategy? Reach out to us today 📩