Social media loves a real-life main character, and brands are catching on. From Argos staff recreating viral moments to Currys employees getting millions of views on their skits. employee-generated content (EGC) is taking over…
In the same week that Duolingo bid farewell to its bird mascot, British retailer Argos went viral for putting its employees at the forefront of its brand marketing.
The UK retailer posted a video of its staff “recreating” a viral moment from the tunnel on the Jennifer Hudson show, and it’s currently sitting at over 2 million views.
Brands posting employee-generated content (EGC) and putting their day-to-day staff at the forefront of their owned social media channels isn’t a new concept, but it’s certainly one that’s rising in popularity.
Curry’s PC World is another somewhat unexpected brand thriving because of EGC. The skits and memes from Curry's in-store staff have amassed 7m likes and over 200,000 followers. The brand has even reported that its TikTok videos drive more ROI than paid advertising.
EGC has become a trend because it builds trust, recognition, and authenticity. Day-to-day employees are the real brand experts, offering credible, behind-the-scenes insights that connect with audiences.
Who is your emergency contact? Usually, we go for someone sensible and trustworthy - someone we can turn to when a situation gets a little sticky. However, this viral social media trend is outing the fact that many of our emergency contacts are quite the opposite!
People are posting hilarious videos of their partners, and parents displaying some pretty outlandish behavior alongside the caption “This is my emergency contact.”
One of the most viewed videos under this trend is from creator @sullivang_. The video of her boyfriend sticking his head into a gigantic pile of snow has hit over 70 million views.
Whether or not your brand can find an innovative way to jump on this trend, one way you can show that you’re invested in the cultural moment is to connect in the comment section. More brands are recognizing how being active in comment sections is an easy yet effective way to connect with creators and show audiences their sense of humor.
This example of some wild avocado comments has received comments from Papa Johns, Lidl, and Audible.
The Welsh 5 are so back
At the end of 2024, five Welsh vloggers – Cory, Lea, Ieuan, Emily, and Charly Ann – went viral after documenting their first-ever trip to New York City on TikTok. Their enthusiastic reactions to American fast food captivated millions, proving just how powerful the combination of niche content and infectious personalities can be.
Before their initial US adventure, the group’s content centered around UK-specific foodie moments – piling up a ‘Morri Sal’ (Morrisons salad bar) or enjoying a classic “Chippy Tea.” But their high-energy NYC vlogs, featuring everything from mind-blowing portion sizes to their first taste of Shake Shack, resonated with audiences far beyond their usual demographic. Even Forbes took notice, featuring them in an article titled “Recreate The British Vloggers’ Unreal New York City Holiday.”
Now, they’re back in the US, and once again, they’re taking over. Their success mirrors the rise of British creators who went viral for their “I got a Chinese” or “I got a takeaway” content – formats that feel completely different from typical US-style food reviews. The mix of cultural curiosity, humor, and sheer volume of content makes it impossible to look away. Many US fans are seeing these UK archetypes for the first time, adding an element of novelty to their videos.
Beyond their OTT personalities and their variety of catchphrases - including “hev”, “lushhh” and “what the frigfrog?!”, their strategy has been genius. With five creators posting across their own channels while constantly appearing in each other’s content, they’ve flooded the FYP. There’s no escaping their hyper-enthusiasm, and audiences can’t help but engage. Plus, they’re keeping the momentum going by actively responding to comments and taking suggestions for must-try American food spots.
For brands, this is a masterclass in organic influence. When niche creators hit mainstream audiences, the opportunity for collaboration is massive as audiences are primed to engage. Trip Advisor jumped in quickly, gifting the group a hotel stay in Miami.
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