Top UGC & EGC Trends Shaping 2024 Marketing

So let’s speak about where UGC and EGC comes from!

User-Generated Content (UGC) was founded in the early days of the internet, where forums, message boards, and chat rooms provided a space for people to share their opinions, recommendations, and personal experiences. With the beginning of social media platforms, UGC transformed from text-based feedback into engaging media—images, videos, and reviews that give brands powerful social proof.

As e-commerce grew, customers began sharing photos of products they purchased and offering insights to help others make informed decisions. This practice was further boosted by platforms like Yelp, TripAdvisor, and Amazon, where reviews became essential to the purchasing process. Social platforms such as Instagram, TikTok, and YouTube then promoted the visual side of UGC, as users showcased products, outfits, travel experiences, and more, often organically influencing others through their content.

Today, UGC is a key motivator in marketing, as it taps into the consumer’s desire for authenticity and trustworthiness in brand interactions. Brands realize that people trust other people more than they trust companies, making UGC invaluable for building credibility and relatability.

Employee-Generated Content (EGC) came out as companies began recognizing the importance of their workforce as brand ambassadors. In earlier years, EGC might have been limited to traditional corporate newsletters or company alerts. But as social media and company branding evolved, employees became more empowered to share insights into their roles, company culture, and day-to-day experiences with the public.

With platforms like LinkedIn highlighting professional experiences, EGC grew into a valuable way for brands to be more relatable. Employees sharing their work experiences, team culture, and even individual achievements have become a key part of employer branding, attracting both customers and talent by building a company’s reputation from the inside out.

Brands began to see EGC as a way into company values and culture, as employees’ voices became a trusted and authentic way to showcase what happens behind the scenes. As a result, EGC now plays a important role not only in recruitment marketing but also in promoting trust and relatability with customers, as people feel they’re getting an unfiltered view of the brand.

In today’s digital world, consumers like authentic, relatable content that feels less like advertising and more like genuine interaction. As a result, user-generated content (UGC) and employee-generated content (EGC)have become important strategies for brands aiming to strengthen credibility and connect deeply with their audiences. Looking into 2024, let's explore the trends in UGC and EGC that are changing the digital landscape, with tips on how your brand can use these trends for growth.

Top UGC Trends in 2024:

1. AI-Assisted Content Creation

Due to the increase in AI tools in 2024, consumers now have more ways to create high-quality content with little technical expertise. AI-enhanced filters, video editing, and even storytelling assistants help users build professional-looking UGC, making it easier for brands to tailor visually appealing and engaging content from everyday consumers.

Brand Tip: Using AI by providing branded filters or editing tools that encourage users to share visually solid content. You can even gamify content creation, rewarding users who engage with your brand’s creative tools.

2. Video-Centric Platforms and Formats

Short-form video continues to dominate, with TikTok, Instagram Reels, and YouTube Shorts proving to be top platforms for UGC in 2024. Many brands are also experimenting with interactive videos where users can add their own storylines or choices, creating a more personalized experience.

Brand Tip: Encourage users to create videos that show how they interact with your products in daily life. Consider launching challenges, trends, or prompts that engage audiences and make them feel part of a community.

3. Authentic and Unfiltered Content

Over-polished content is no longer effective! In 2024, users are drawn towards raw, unfiltered, and realistic images of brands and products. Audiences appreciate content that reflects the “real” over the “perfect,” as it creates a sense of trust.

Brand Tip: Instead of setting up high-budget UGC campaigns, highlight “everyday” moments. Share customer reviews, user-created photos, and stories that emphasize genuine customer experiences, unedited and relatable.

4. Micro-Influencers and Advocates

This year, brands are tapping into UGC from micro-influencers and passionate brand advocates. These individuals offer an authentic and direct connection with niche audiences, making their content more relatable.

Brand Tip: Identify micro-influencers who already use and love your products. Invite them to become brand ambassadors, encouraging them to create content that feels natural and authentic rather than overtly promotional.

5. Multi-Platform Content Strategies

With audiences spread across multiple platforms, brands are encouraging users to share their content on various social media networks. By optimizing content for cross-platform compatibility, brands can increase visibility and engagement.

Brand Tip: Run multi-platform UGC contests where participants post content on multiple channels. This approach can amplify reach and connect with a broader audience across different social networks.

EGC Trends for 2024:

1. Employee-Led Brand Storytelling

Consumers are more interested than ever in a brand's culture, ethics, and mission. EGC in 2024 is increasingly about storytelling—employees share their experiences, personal insights, and authentic perspectives, which gives audiences a transparent view of what a brand truly stands for.

Brand Tip: Encourage employees to share stories around themes that resonate with your mission. For example, an employee could share a “day in the life” post, shedding light on their personal journey and contributions to the brand’s purpose.

2. Enhanced Recruitment Content

As competition for top talent increases, companies are using EGC to showcase workplace culture, growth opportunities, and team dynamics. Brands with a strong EGC strategy attract new hires by offering an inside look into what makes the company unique and appealing.

Brand Tip: Use platforms like LinkedIn and Instagram for recruitment-focused EGC. Let employees share their career stories, showcasing the supportive and innovative culture they experience within the brand.

3. Real-Time, Event-Based EGC

Companies are empowering employees to share their perspectives live from industry events, conferences, or team-building activities. This real-time content feels genuine and gives audiences an unfiltered glimpse into the company's activities and initiatives.

Brand Tip: Host events or “takeovers” where employees post directly from a brand account, showing off real-time experiences. Events like product launches, charity events, or even fun team activities can offer a more relatable brand image.

4. Brand Advocacy Programs

EGC is being harnessed to highlight brand advocacy by allowing employees to become spokespeople, sharing insights about product features, customer support, and company news. Employees who genuinely believe in the brand help create a positive image and influence potential customers.

Brand Tip: apply an internal brand advocacy program 🏆Reward employees who share brand-positive content and interact with customers online, positioning them as product experts and brand ambassadors.

5. Diversity & Inclusion Initiatives

Audiences in 2024 expect brands to be inclusive, and EGC is a great way to highlight diversity within a company. By showcasing a variety of employee voices and perspectives, brands can create a more inclusive image.

Brand Tip: Celebrate diverse perspectives by encouraging employees to share their stories, traditions, or unique experiences. Feature your brand’s commitment to an inclusive workplace through real employee experiences.

Example: Hootsuite has incorporated groups such as a  Women's ERG, the Neurodiversity ERG, the Black ERG, the LGBTQ+ ERG & the Parents & Caregivers ERG.

Let’s go into more detail about Ad Type on Social Media platforms:  

Spark Ads: Spark ads allow you to boost organic TikTok videos as ads - meaning that all engagement on the ad is linked to your organic profile and the ad also appears more native and authentic.

Fun Fact: Spark ads lead to a notable improvement in ad performance metrics, such as "Video Views, Engagement Rate, CVR, and CPM (Completion Rate +30%, Engagement Rate +142%, CVR +43%, CPM -4%) when compared to non-Spark ads.

Collection Ads: offer an innovative, gallery-style experience where users can browse products without leaving the app. With a clean and smooth design, this ad type boosts user convenience and has been shown to lead to higher engagement and conversion rates.

Fun Fact: Studies show that Collection Ads can lead to higher engagement and conversion rates compared to traditional ad formats. By providing a gallery-style format, brands can capture shoppers’ attention more effectively and encourage them to explore a wider range of products, all within a single ad. It’s like a mini e-commerce store that fits right into a user’s social feed!

In-Feed Ads: They are the most common ad type and appear in the "For You" feed as users scroll through organic content. These ads blend effortlessly with native content, allowing users to like, share, comment, and engage with your brand.

Fun Fact: Did you know that In-Feed Ads on platforms like TikTok are often the most engaging type of ad because they blend naturally with organic content? As users scroll through their For You feed, these ads appear like native posts, making them less intrusive and more likely to capture attention.

In addition to the popular ad types like In-Feed and Spark Ads, there are several other premium options that offer unique ways to engage users:

Top View Ads are full-screen ads that appear as soon as users open the app, increasing maximum visibility. These high-production, eye-catching ads are ideal for brands looking to make a strong first impression. While they are on the expensive side, they offer excellent exposure!

Brand Takeover Ads also appear immediately when the app is opened, but with added exclusivity—only one brand can take over the app per day. These interactive ads are perfect for brands with big budgets and aim to motivate users to take specific actions like visiting a website or joining a challenge.

Branded Hashtag Challenges are great for building community and awareness by encouraging users to create and share their own content around a theme or challenge. Though these ads can be costly, their potential for viral engagement is high.

Branded Effects provide an augmented reality (AR) experience, allowing users to interact with your brand in a fun and immersive way. These ads help foster a deeper emotional connection with the brand, but they come at a premium price, making them ideal for brands with larger marketing budgets.

Overall we explored the changing scope of social media advertising in 2024, showcasing how User-Generated Content (UGC) and Employee-Generated Content (EGC) have become powerful tools for brands looking to build trust and authenticity. Both UGC and EGC provide a personal touch that connects with audiences, establishing deeper connections by showing real experiences with products and services.

The top trends for 2024 focus on interactive, community-driven content and engaging ad experiences. We covered different ad types, from accessible options like In-Feed Ads that appear naturally within user feeds to premium choices like Top View and Brand Takeover Ads that maximize visibility by taking over the screen.

Authenticity has been everything: UGC worked in 2023, EGC took off in 2024. So what’s coming in 2025 AI-GC?

Look at this AI-Generated interview - Click Here to check them out!🤯

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