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In the ever-evolving world of digital marketing, one thing remains true: content is king. But the way brands create content has transformed dramatically over the years. Today, businesses tap into a variety of sources to craft engaging, authentic, and scalable stories. Three standout methods are User-Generated Content (UGC), Actor-Generated Content (AGC), and Employee-Generated Content (EGC).
Let’s break down what each type means, their pros and cons, and how to make the most of them.
What is User-Generated Content (UGC)?
UGC is content created by your brand’s own customers, fans, or followers. Think social media posts, reviews, testimonials, videos, and photos all shared voluntarily.
Why it’s great:
- Authenticity: It’s raw and real, coming directly from your customers, which builds trust.
- Cost Savings: No need for huge budgets your community does the heavy lifting.
- Engagement: It sparks conversations and strengthens your brand’s community.
- Social Proof: A thumbs-up from a real user is worth a thousand ads.
The flip side:
- Quality Control: Not everything users post matches your brand standards.
- Inconsistency: Tone, style, and quality can vary wildly.
- Legal Pitfalls: Always get permission before reusing UGC to stay on the right side of the law.
What is Actor-Generated Content (AGC)?
- What is Actor-Generated Content (AGC)?
AGC happens when you bring in the pros — actors, influencers, or content creators — to make content for your brand. This includes polished ads, influencer videos, and scripted promos.
Why it’s great:
- Professional Look: High production values make your brand shine.
- Strategic Messaging: Content is crafted to hit specific goals and resonate with your audience.
- Scalability: Need a lot of content fast? Professionals can deliver.
- Wider Reach: Influencers and actors often bring their own audiences with them.
The flip side:
- Expense: Great talent and production quality come with a price tag.
- Authenticity Concerns: Sometimes audiences can tell it’s staged.
- Over-Dependence: Relying too much on outsiders can stifle your brand’s own creative voice.
What is Employee-Generated Content?
EGC comes straight from your team members. It’s the behind-the-scenes videos, blog posts, workplace selfies, and genuine stories from the people who live your brand every day.
Why it’s great:
- Authenticity: It’s personal, relatable, and humanizes your brand.
- Employer Branding: Happy employees showcasing your company culture attract top talent.
- Cost-Effective: You already have the resources — your employees!
- Brand Advocacy: Employees can be your best and most passionate advocates.
The flip side:
- Variable Quality: Not everyone is a natural content creator.
- Time-Intensive: Encouraging and managing employee participation takes effort.
- Potential Risks: If morale dips, negative content could slip through.
Choosing the best strategy for your brand
Picking between UGC, AGC, and EGC depends on what you’re trying to achieve. Here’s a quick guide:
- For Authenticity: Lean into UGC and EGC.
- For Polish and Reach: AGC is your go-to.
- For Building Employer Brand: EGC works wonders.
- For Budget-Friendly Options: UGC and EGC are often more cost-effective.
Real-World Success Stories
- UGC: GoPro nailed it by encouraging customers to share their breathtaking adventure videos.
- AGC: Apple’s “Shot on iPhone” campaign showed off the power of their cameras through professional photographers.
- EGC: HubSpot’s employee-driven blog posts and social media updates shine a light on their vibrant culture.
UGC, AGC, and EGC each have their own magic. The best brands mix and match depending on their goals, audience, and resources. By understanding the unique power of each approach, you can craft a content strategy that’s authentic, professional, and, most importantly, truly resonates with your community.
Wanna know more, read also: Short-form vs Long-form Video: What to use, When and Why it matters.
Need help figuring out what kind of video your brand needs? Let’s talk strategy.
Follow for more insights—or reach out if you’re ready to build content that connects.
Afroditi Arampatzi
Marketeer
Hi, I’m Afroditi!
An experienced marketer with a passion for driving impactful projects and delivering strategic solutions.
With over 15 years of hands-on experience in project management, I specialize in advertising, data analysis, strategic planning, and team leadership.
