Trends in 2025 for Social Media: Employee-Generated Content (EGC)

In 2025 social media trends continue to evolve, pushing brands to seek more authentic and engaging content. One of the most powerful strategies is Employee-Generated Content (EGC). Unlike influencer marketing or branded content, EGC leverages a company’s employees as brand advocates, creating a genuine and trustworthy digital presence.

Consumers trust real employees more than traditional advertisements. Let’s explore why Employee-Generated Content is a must-have strategy in 2025’s social media landscape, its benefits, and how other brands implement this strategy.

Employee-Generated Content (EGC) is a Key Trend in 2025

1. Authenticity is More Important Than Ever

Transparency and authenticity from brands are what consumers need nowadays. A survey by Edelman Trust Barometer shows that employees are trusted more than CEOs, that’s why their voices are more impactful in social media branding.

2. EGC Boosts Engagement

Content made by employees sees 8x more engagement than branded content, making EGC a powerful solution. Employees sometimes can be the ‘actors’ in the brand’s content.

3. Employer Branding & Talent Attraction

Besides marketing—EGC is also a major tool for employer branding. Job seekers trust employee testimonials and workplace culture posts more than company-produced recruitment ads. Platforms like LinkedIn and TikTok are filled with employees sharing their work experiences, helping companies attract top talent.

Success Stories: Brands That Master EGC

1. Microsoft’s #MicrosoftLife Campaign

Microsoft encourages employees to share their work experiences using the hashtag #MicrosoftLife. Employees post about company events, career growth, and team achievements, making their corporate culture visible and relatable.

2. Starbucks’ Employee Advocacy Program

Starbucks empowers baristas to share content about new drinks, customer interactions, and behind-the-scenes experiences. These posts drive authentic brand engagement, making Starbucks feel more personal and community-driven.

3. Dell’s Social Media Training for Employees

Dell launched a social media certification program that educates employees on how to share brand-related content effectively. The result? A massive boost in brand awareness and engagement through employee-driven posts.