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