TL;DR: UGC vs EGC are hot topics for brands looking to build trust and boost engagement through video production and photography. Here’s a breakdown of the pros and cons of Employee-Generated Content (EGC) and User-Generated Content (UGC) so your brand can maximize its visual content strategy.
On one side, we have User-Generated Content (UGC), the hero of authentic, relatable media. On the other, there’s Employee-Generated Content (EGC), bringing an insider’s look and brand consistency. So it's UGC vs EGC — both can play major roles in how your brand connects with its audience, but which should you lean into for your next visual content campaign?
UGC: The People’s Champ in Video and Photography
UGC has become the lifeblood of many successful marketing strategies. Whether it’s customers filming quick reviews, sharing behind-the-scenes moments, or snapping photos of genuine experiences, UGC is like striking gold for brands wanting authenticity. It’s content that feels unscripted, raw, and relatable—making it a natural fit for social media and web campaigns.
Why Brands Love UGC in Video and Photography
Authentic Storytelling: UGC brings an unfiltered look that connects with audiences craving genuine content. This is especially impactful in video production, where viewers appreciate a less-polished, real-life perspective.
Cost-Effective Production: Your audience is essentially doing the work for you, turning their own footage and photos into valuable content for your brand.
Higher Engagement: People are more likely to trust and engage with content that feels like it comes from someone like them—not from a soulless corporate script.
In video and photography, UGC is your secret weapon for turning customers into brand advocates.
The Catch with UGC
Inconsistent Quality: The downside? Not all UGC fits the brand’s aesthetic or meets professional standards—after all, shaky cam and poor lighting don’t exactly scream 'brand excellence.' A blurry video or poorly lit photo might not align with your brand’s image.
Limited Control: You can’t direct the narrative or ensure consistency, which can lead to mixed messaging.
EGC: The Insider’s Edge in Video and Photography
Employee-Generated Content takes UGC’s authenticity and adds a layer of brand alignment. A great example of EGC in action is Camino Real Chevrolet's TikTok video where employees humorously discuss the pronunciation of 'Chevy' (watch it here). This type of content not only shows off employee personalities but also helps humanize the brand in a fun, relatable way.
Think behind-the-scenes videos from a company event, team selfies, or employees sharing their experiences with your products. This type of content leverages the unique insights of your team to showcase your brand in a more personal way.
Why EGC Shines in Visual Content
Controlled Authenticity: While it’s real and relatable, EGC offers more control over the quality and message compared to UGC. This means you can maintain a higher standard in both photography and video production.
Humanizes Your Brand: EGC shows the people behind the brand, adding a personal touch that makes your company more relatable.
Enhances Trust: When potential clients or customers see that your team is genuinely involved and engaged, it builds credibility and trust—plus, it shows you’ve got actual humans behind those polished logos.
With EGC, you gain a face—and that face belongs to your team.
The Challenges of EGC
Participation and Comfort Levels: Not everyone is comfortable being in front of the camera, which can limit the amount of content you can produce.
Time and Resources: While not as costly as traditional shoots, EGC still requires planning, coordination, and sometimes even training to keep quality high.
UGC vs EGC: Which Works Best for Your Brand’s Visual Strategy?
When it comes to video production and photography, choosing between UGC and EGC depends on your goals. UGC is unbeatable for its organic reach and relatability, especially when showcasing how real customers engage with your brand. On the flip side, EGC is perfect for internal storytelling, brand culture highlights, and controlled yet authentic content that still feels personal.
When to Use Each
UGC: Best for showcasing product use, customer stories, and social proof. Ideal for campaigns that need a high volume of content with a grassroots feel.
EGC: Great for brand storytelling, behind-the-scenes content, or anything that requires a touch of expertise and brand alignment.
The Power Combo: Mixing UGC and EGC
The most effective content strategies often blend UGC and EGC. Use UGC to showcase the voice of your customers and EGC to amplify your brand’s personality through the eyes of your team. For instance, create a campaign where employees film tutorials or explain company values, and then layer in UGC showing customers putting those values into action.
The winning formula isn’t UGC or EGC—it’s knowing how to leverage both.
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Raised Media Co. is a NYC-based commercial photography and video production company specializing in experiential visual content. We help brands and personalities convey compelling stories through high-impact photos and videos.
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