DiscoverAhrefs PodcastThe 3 Types of EGC Every Brand Should Be Using | Melissa Laurie (Oysterly Media)
The 3 Types of EGC Every Brand Should Be Using | Melissa Laurie (Oysterly Media)

The 3 Types of EGC Every Brand Should Be Using | Melissa Laurie (Oysterly Media)

Update: 2025-09-09
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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

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The 3 Types of EGC Every Brand Should Be Using | Melissa Laurie (Oysterly Media)

The 3 Types of EGC Every Brand Should Be Using | Melissa Laurie (Oysterly Media)

Ahrefs Podcast