Did you know brand messages shared by employees are reshared 24 times more than when shared directly by a brand’s social account?
Employee-generated content (EGC) and employee-powered marketing may be a new concept for many brands and marketing professionals – but as the future of work slowly unravels, a focus on EGC becomes increasingly important to remain competitive.
Additionally, thirty-three percent (33%) of employees are already posting messages, pictures, or videos about their employer without any encouragement from their company. This can include an image of their workspace, an interesting article, a job promotion, behind-the-scenes content, or even their thoughts on the future of work.
Yet, despite these figures, some companies are slow to implement – or fail to recognize – these opportunities.
Remember Tony Piloseno, the TikTok user fired from Sherwin-Williams for creating content outside his job scope? His massively popular account could’ve been an asset for the company. Instead, it was a missed opportunity for them, and he launched his own paint line with a Florida-based paint company.
Piloseno’s paint line, @tonesterpaints, now has over 129,000 followers on Instagram and 1.8 million followers on TikTok – after just 18 months of launching on TikTok.