What is EGC and Why Is It Having a Moment?

EGC is content made by your employees — not influencers, not customers, not your marketing agency. The people inside your business who actually live your brand, every single day.

And let’s be honest: in a world where we’re all wise to polished campaigns and rented authenticity, there’s something pretty refreshing about hearing from the person who packed your order, or the skin therapist who actually uses the product they’re talking about.

This isn’t about sticking your team on TikTok and hoping they go viral. It’s about building something long-term and real — and creating space for personalities to emerge organically from within your brand.

Turning Your Team Into Brand Ambassadors (Yes, Really)

We’ve all seen brands try to engineer “relatable” content that just ends up feeling awkward. But here’s the thing — your team is relatable. They know the products. They know the questions your customers ask. They’re often the reason people trust your brand in the first place.

So why not put them on camera?

I was at Cosmoprof in Bologna recently, and I saw Sarah Potempa — CEO and co-founder of The Beachwaver Co — talking about their live show. It’s grown into a full-on series, with some unlikely characters becoming the breakout stars. That’s the magic of EGC. You can’t predict who the audience will connect with. You can only create the opportunity and pay attention to the signals.

If You’re Going to Do This, Do It Properly

Let’s get real though — if you’re putting people on camera, you can’t just hand them a phone and cross your fingers.

A few things to ask yourself:

• Are you giving everyone a fair shot?
  If only your social team gets the limelight, it’s not EGC — it’s just internal marketing. Media training goes a long way in making this accessible, especially for quieter team members who might need a confidence boost.

• Do you have the paperwork sorted?
  Are there release forms? Is this written into contracts? These are the unglamorous details that can save you a legal migraine down the line.

• What if it goes sideways?
  Hate comments, trolls, awkward DMs — it happens. If someone steps into a semi-public role for your brand, are you prepared to support them emotionally if they catch heat?

• And what if someone becomes… kind of famous?
  If a staff member builds a whole online persona through your brand and then decides to leave — who owns what? Do they take the audience with them? These are real questions, and they’re better handled now, not later.

This Isn’t a Gimmick — It’s a Strategy

I know there’s a temptation to treat this stuff like a trend. But the truth is, EGC only works when it’s treated with the same strategic intent as your paid media or campaign shoots.

Behind-the-scenes content is one of the easiest and most powerful ways to show transparency, values, and actual culture. It’s the stuff people love watching — I know from my TV days filming behind-the-scenes docs that sometimes the backstory is more compelling than the main show.

But to really make it work, you need consistency, support, and a little creative direction. It’s not about making people read scripts — it’s about giving them enough confidence, freedom, and structure to share their voice without fear.

What Comes Next?

You won’t know who’s going to resonate. You won’t be able to predict who becomes your in-house star. That’s the point. You just have to be open to it, build the right conditions, and stay close to your audience cues.

This is where brands win long-term — not through perfectly polished campaigns, but through real relationships with real people, built over time.

And chances are, some of your most compelling storytellers are already on your team. You just need to give them a shot.

* Need help building out your EGC strategy or figuring out how to get your team comfortable on camera? That’s literally what we do at videoMAXED. Let’s talk… book a discovery call. *