Employee-generated content isn’t just a trend — it’s the future of marketing.
In this episode of the Ahrefs Podcast, we dive deep into the world of Employee Generated Content (EGC) and short-form social video with Melissa Laurie, founder and CEO of Oysterly Media.
Discover why authentic, employee-created video content published on brand channels is quickly becoming essential for companies that want to stand out. Melissa explains how to do EGC right — and why audiences are craving genuine interactions over polished ads.
She breaks down the powerful “Triple A Effect” of EGC:
Attracting top talent,
Retaining engaged staff,
And accelerating sales with real product showcases.
You’ll hear why Gen Z doesn’t magically know how to make great social content, how to structure a video that hooks attention in seconds, and why even the Singapore Police Force is jumping on the trend.
Melissa shares real-world frameworks, production tips, and success stories from companies like Hilton and Microsoft.
In this episode:
(00:00) Intro
(01:57) What is Employee-Generated Content (EGC)?
(03:32) Posting from employee accounts vs company accounts
(09:27) Using EGC to help with employee disengagement and recruiting
(15:35) Examples of successful Day in the Life videos
(21:00) Frameworks for EGC videos
(31:59) Does trend-jumping work for companies?
(35:36) Misconceptions about EGC
(41:26) Hacks for making solid short-form videos
(48:00) Consulting vs outsourcing for social media content
(50:13) The ROI of short-form video for businesses
(55:42) Making the shift from sales to social media
(58:15) Outro
We hope you enjoyed this episode of the Ahrefs Podcast!
Be sure to like, subscribe — and tell a friend.
Where to find Melissa:
LinkedIn: Melissa Laurie
Website: oysterlymedia.com
Where to find Tim:
LinkedIn: Tim Soulo
X: @timsoulo
Website: timsoulo.com
