Why EGC Deserves a Place in Your Meta Ads Strategy
The best-performing Meta ads right now don’t feel like ads at all. They feel real, human, and often—imperfect. That’s exactly what makes them powerful.If you’re already investing in Meta ads and focused on building a community-first brand, it’s time to start thinking about Employee-Generated Content (EGC) as more than an organic play. It can be a measurable, scalable part of your paid strategy.
Here’s what you need to know.
First, what is EGC?
Employee-Generated Content is exactly what it sounds like, content created by your team, for your brand. Think quick phone clips, voiceover videos, behind-the-scenes packing orders, or a casual “what’s in my bag” moment from your product developer.
It’s not polished. It’s not scripted. And that’s the point.
Why it works so well in paid campaigns
Meta’s ad platform is built around attention and engagement. And in a feed full of ads, EGC cuts through because it doesn’t look like one.
Here’s why EGC shines in ads:
It lowers your CPM. Because it blends in with native content, Meta often rewards this format with better delivery at a lower cost.
It builds trust at scale. People trust people more than logos. When real humans show up in your ads, your brand feels more accessible.
It’s faster and cheaper to produce. Your team already has the context and access to the product. No waiting on content drops from creators or agencies.
Founder-led content goes even further
For indie beauty brands, your founder story is a brand asset. It builds connection faster than any polished campaign ever could.
Showing your face in paid content, whether through a voiceover, a walk-through of your morning routine, or an on-camera explanation of a formulation decision, can dramatically increase engagement and drive more qualified traffic.
Founder-led content works because it’s grounded in story and values. And that’s what today’s consumer connects with.
How to start testing EGC in your Meta ads
You don’t need a full in-house content team to make this work. Start small and keep it simple.
Choose one team member (or founder) to create a 15–30 second video
Focus on one topic: behind the scenes, product ritual, or a quick tip
Keep the format native (vertical, lightly edited)
Test it in a warm audience ad set first (retargeting or post-engagement)
Watch how it performs next to your branded creative. In most cases, you’ll be surprised by how much further authenticity goes.
EGC isn't for every brand, but it is for most indie beauty brands
If you're building a brand rooted in community, connection, and values, EGC should be part of your paid strategy. It doesn’t replace branded content, but it does expand your ability to connect in more human ways.
And if you're the founder, don't underestimate the impact of showing up. You’re not just the face of the brand. You're the story.Curious if EGC fits your Meta strategy? Let’s talk.
We help indie beauty brands build performance-backed ad strategies rooted in trust, connection, and storytelling.
