Sourav Choudhary Employee-generated content (EGC) is outperforming traditional branded posts, offering B2B marketers a more authentic and effective way to engage audiences.
B2B marketers are increasingly turning to their own employees for content creation, with employee-generated content (EGC) rapidly surpassing traditional brand messaging in terms of reach and engagement. While polished, corporate-driven content has long been the cornerstone of B2B marketing, its effectiveness is waning, particularly on platforms like LinkedIn and TikTok, where individual voices now dominate feeds.
A report from MSL Group found that employee-shared content generates eight times more engagement than company posts. This trend is supported by LinkedIn’s own data, where senior leaders see engagement rates of about 6%, compared to the mere 1-2% engagement that most company pages receive. The key difference? Trust and authenticity. Audiences naturally gravitate toward human voices over corporate logos, and social platforms are increasingly designed to amplify personal content.
For EGC to be successful, it needs to feel genuine. At iScanner, for example, staff-produced how-to videos on TikTok consistently outperformed externally created user content by as much as 30 times in engagement. The content that resonates most is simple, relatable, and anchored in real experience—whether through product demos, technical tips, or personal insights.
LinkedIn, in particular, is proving to be a powerful platform for EGC. One post by a brand manager with just 3,000 followers reached over 31,000 professionals, far exceeding the reach of the same message on the brand’s official page, despite ad backing. This shift highlights the growing value of individual voices in B2B marketing.
As businesses pivot to this new content model, the focus is on building trust and relatability, especially with younger, more skeptical audiences. EGC isn’t just for thought leadership anymore; it’s a strategic tool for creating authentic, impactful brand connections.
As EGC continues to outperform traditional branded content, B2B brands will need to adapt their marketing strategies to prioritize internal voices, ensuring greater engagement and trust with their target audiences.
