Employee Generated Content (EGC) is continuing to rise, giving businesses a golden opportunity to amplify their brand’s personality through the voices of those who know it best: their employees.

TikTok, with its focus on authenticity and real-time engagement, is the perfect platform for EGC to thrive. Gone are the days of polished content – consumers are looking for relatability, and EGC offers a refreshing alternative. By showcasing the real people behind a brand, businesses can build genuine connections, humanise their image and foster a sense of community without ever having to feel ‘salesy’.

Coupled with TikTok’s algorithm, you’ve got yourself a winning marketing strategy that truly requires less time and money than strategies we’ve seen in the past.

Humanising brands through employee stories

TikTok’s attraction comes from its ability to bring out real, unfiltered moments that feel genuine. EGC capitalises on this by offering a glimpse behind the business, allowing brands to humanise their image by showcasing their employees. Whether it’s sharing a day in their work lives or participating in TikTok trends, the brand feels more approachable and real.

When consumers see employees sharing personal stories, they start to form a deeper connection with the brand—not just as a business but almost as friends. Customers no longer see just a logo; they begin to recognise the faces and personalities that represent the brand, making it easier to trust and relate to. That emotional connection is what keeps audiences coming back and bingeing the brand’s content. 

Creating a relatable brand personality

One of the biggest advantages of TikTok is its ability to make brands feel less like corporations and more like ‘everyday people’. EGC allows employees to inject their personalities into the brand’s content, whether through humour, trends, or showcasing their unique traits and views. The beauty of EGC is that it introduces multiple faces of the brand, allowing consumers to connect with different employees, almost like characters, whose personalities they love or relate to.

Think about some of the brands thriving on the platform right now: Fayt The Label, TBH Skincare, ClickUp, Semrush – the list goes on. These brands showcase personalities that resonate with their target audience. Their comments sections are filled with consumers who feel a sense of connection, as if they too are part of the brand.

@brittney_saundersI can’t defend myself but at least I can do Jazz dancing 💃🏼 thanks Mum♬ original sound – ava 🧘‍♀️

EGC as a PR strategy: building trust and transparency

EGC doesn’t just help with creating engaging content – it’s also a powerful PR tool. By allowing employees to speak directly to the audience, brands can build trust and transparency in a way that’s difficult to achieve through traditional PR efforts. Employees come across as credible, down-to-earth representatives of the company, which makes the brand seem more transparent and authentic.

In times of crisis or public scrutiny, having employees share their genuine experiences on TikTok can also act as a form of damage control. It’s a modern approach to PR, where the focus is on openness and honesty, rather than carefully curated corporate statements. Real voices from real employees resonate with today’s audience, making EGC a great tool for reputation management.

Tapping into TikTok trends to amplify EGC

TikTok is driven by trends that move fast, and keeping up with them can be challenging. However, with EGC your brand can stay nimble and relevant by having employees participate in or create their own spins on trends. Whether it’s a viral challenge or the latest trending sound, having your employees take part means you can jump on these trends a lot quicker. 

TikTok users appreciate when brands engage with platform culture, and EGC allows your company to seamlessly integrate into the TikTok ecosystem, building brand awareness in a fun, engaging way.

EGC’s role in building brand awareness organically

TikTok’s algorithm is designed to reward content that feels genuine and sparks engagement, making it a perfect match for EGC. Employees who share behind-the-scenes moments, talk about their work, or simply interact with the brand’s products in their daily lives provide audiences with an authentic insider look at the company.

This type of content doesn’t feel like marketing – it feels personal. When audiences feel like they’re getting an inside look, they’re more likely to engage with and share the content. This helps to build brand awareness organically, without the need for heavily curated or overtly promotional content. EGC is a subtle, powerful way to grow your audience and get your brand in front of more eyes. 

Remember, it can take a consumer seven to 27 touchpoints with a brand before they commit. Using EGC on TikTok is an excellent top-of-funnel strategy to introduce prospects to your brand in a way that feels less intrusive and sparks curiosity. This often leads them to Google your brand or follow your Instagram, where you can continue to remarket and guide them further down your funnel.

@clickup HR team reached their peak @ClickUp @ClickUp @ClickUp #corporatehumor #officehumor ♬ original sound – B&B Beverage Management

Strengthening internal team bonds through EGC

It’s not just external audiences that benefit from EGC – your internal team will too. When employees are given the opportunity to create content for TikTok, they feel more invested in the brand’s success. It fosters a sense of ownership and pride in their work. They become more than just employees; they become ambassadors for the brand.

This internal engagement boosts morale and strengthens team bonds, creating a more motivated and cohesive workforce. As employees see the positive reactions to their content and contributions, they feel more connected to the brand’s mission and values. This sense of unity reflects outwardly, further enhancing how the brand is perceived by customers.

EGC is more than just a content strategy for TikTok – it’s a way for brands to build authenticity, transparency and deeper connections with their audience. By putting employees at the forefront of your TikTok strategy, you’re not just creating engaging content, but also humanising your brand, building trust, and amplifying your message in a way that feels natural and relatable.

Whether it’s through tapping into trends, sharing stories, or offering an inside look at the company, EGC helps brands connect with audiences on a personal level. For brands looking to thrive on TikTok, EGC might just be the secret ingredient to success.

Madelene Ragno is the owner and director of MADE Creative Co, is an award-winning digital marketing expert specialising in creative and paid advertising. With more than 45k TikTok followers, she inspires businesses with innovative strategies. A frequent media expert, Ragno hosts her own show, eComm Insider, on Ticker and has worked with brands like TikTok, Later.com and Showpo.

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