Employees have a better product understanding, a specialized base of followers and a factor of the relativity of the person next door. The content generated by the employee (EGC) thus resonates with the audience much more than polished influential or celebrity.
“EGC is by its very nature more authentic and anchored in everyday experience,” said Aarshita Verma, head manager of Quick Commerce Company Zepta Brand Division. “Unlike influences that often adapt their content to the market products, employees share real knowledge, challenges and achievements directly with their work. This leads to a more relative and credible narration.”
“Employees are also considered to be part of the DNA brand, so their content feels more like an inner blade than a staged marketing trick,” Verma said. With more than 700 employees in Zetto, they publish the content showing their creative process and emphasize fun moments at work, she added.
Since the costs associated with the fact that employees to create content for the brand are much lower, brands gain better return on investment (ROI) than in influencing marketing and celebrities, although employees may not have so many followers.
In India, EGC is a relatively recent concept that will be picked up after its success in Western countries, said Piyush Agrawal, co -founder of the Agency for Influence agency. “Although it is difficult to quantify the return on investment in a percentage date, so far, most companies do not provide any cash compensation for EGC, so because the cost factor is almost none and the involvement is as good as the return on investment, the return on investment is significantly better.”
Strong support for the company
Agrawal added that traction of content generated by an employee is usually higher, because people, especially job seekers, are curious about work culture in main companies such as Google, Zomato and American Express.
Questions sent to Zomato, Google and Amex remained unanswered until they print.
According to Premkumar Iyer, Chief Operational Director at Risk Management Agency, “Social Media Platforms naturally give a higher organic reach of contributions from individuals above branded content.” No “paid partnership” or #ad mark means any automatic throttle and instead of one influence on the audience, the company connects to warm -credible networks of 20 to 50 employees and their networks, he added.
“Employee friends will get involved faster and free, that’s exactly what algorithms love,” Iyer added.
However, Iyer has an objection: it works best when participation is real.
“Since there are no additional costs and involvement in terms of opinions, likes, shares and comments, we are also high, we observe a better return on investment in EGC,” said Jatan Bawa, co -founder of Perfora for oral health care.
Bawa also emphasized that while influencers can take weeks to work on the campaign, the turnover time for employees tends to be about three days and is also cost -effective.
“The content we publish lies on the spectrum of things between creating awareness of oral health care and talking about AO products as we created them. The team may not have as many followers on social media as influencers or celebrities, but this content looks more realistic and unfiltered. “
The new generation leads
Especially GEN employees take the lead and are creative when shooting content for society. For example, Fitness Startup Spectacom relies on this marketing strategy due to its workforce gene Z. In its product division, Zuzumonk is not considered by the employee’s content as another task, but a basic strategy for growth as a brand, said co -founder, Zeba Zaidi.
“Our average age of the team is 21-26 years old and all are already smoothly telling the story of social,” Zida pointed out. “We are ensured that they are full of creative freedom to experiment, and celebrate their ideas by publishing them exactly as they were shot, not irrigated by layers of approval.”
On its social media, the brand records a number of short videos of two weeks and shows “exactly what is happening behind the scenes of brand building,” adds the co -founder. It could be the process of launching a new product, a market research that forms it, or “emphasizes the specific challenges and findings we face in building Zuzumonka … Some of our most attractive contributions come from spontaneous events,” she said.
Yet EGC is not as easy as it looks. Companies must have at least some control over the content published on their website, a product manager in an investment bank that regularly creates content related to a workplace that he did not want to be named, he said. “Every video we publish must be tested by our social media team according to their principles HR. If it is skipped, the video will be marked and we are asked to take it off,” he said.
Ties
For example, Zuzumonk’s Zaidi said that one of their first product revenues proved to be a “swap” where the customer ordered a gym bag, held it and sent it back a completely different bag. “Our team always documents anything interesting that is happening around the office, and they are really moments that humanize the brand and capture the unpredictability of the starting life,” he recalls.
As far as startups are concerned, the founders also maximize their participation in the creation of content to move their signs further. This is both ways by serving as EGC and at the same time it is a springboard in the founder’s personal brand.
“The content of the founders is not even between EGC and personal brand, it is both.
Industrial observers said Indian founders would pick up EGC after their success in the West. This strategy works from a marketing point of view, because unlike influence or celebrity approval, this content is not marked as a promotional video. The YouTube or Instagram algorithm does not support the brand association, as well as supports organic content like EGC.
Analysts suggest that employees train in content creation because they are becoming increasingly important skills in the labor market to maximize their marketing potential.
“The content generated by the employee (EGC) gains strong dynamics for its honest, relative and unfiltered content. To use their full potential, brands should introduce clear content and invest in employees’ training and seize them to create authentic stories that control meaningful, organic reach,” said Amiya Swarup.
(Tagstotranslate) brand zzm
