Why Your Team Might Be the Best Marketing Strategy You’re Overlooking

When it comes to spreading the word about your business online, there are more options than ever. Paid influencer marketing and employee generated content are two powerful tools, but they serve very different purposes. If you are a small business looking to grow your brand in a way that feels authentic and sustainable, understanding the difference between these two approaches can help you choose the right path for where you are right now.

What is Paid Influencer Marketing

Paid influencer marketing involves partnering with social media personalities, content creators, or public figures who are paid to promote your product or service to their audience. These influencers often have large followings and are trusted by their communities to recommend brands.

Examples include:

A beauty influencer doing a makeup tutorial using your product• A food blogger sharing a sponsored post about your restaurant• A fitness coach posting about your new workout gear with a discount code

What is Employee Generated Content

Employee generated content is created by people who already work for your business. It is authentic, behind the scenes content that gives your audience a look into your team, your values, and the real work that goes into what you do.

Examples include:

A team member sharing what their day looks like• A video showing how your products are made• A social post celebrating a team win or milestone

The Pros and Cons

Paid Influencer Marketing:

Pros:

Access to large, ready-made audiences

Quick exposure and traffic

Great for product launches or one-time promotions

Cons:

Can be expensive, especially with well-known influencers

Often feels transactional and less personal

Short-term relationship unless consistently renewed

Employee Generated Content:

Pros:

Authentic and relatable

Highlights your values, culture, and real people

Builds long-term trust and community

Cost effective and easy to create consistently

Cons:

May take time to build momentum

Requires team participation and creativity

Less immediate reach compared to influencers with large followings

Why Employee Generated Content Might Be Right for Your Small Business

If you are in the early stages of growing your brand, employee generated content can help you create a clear and consistent identity without the high cost of paid promotions. It shows your audience who you are, what you care about, and what your brand looks like behind the scenes.

This kind of content is not about being flashy. It is about being real. And that is exactly what people are drawn to. As a small business, you have the advantage of being personal and approachable—something big brands often struggle to replicate.

Start by showcasing your team, your process, and your story. Let people get to know the heart of your business. Then, as your brand grows, you can explore partnerships with influencers who align with your values.

The Bottom Line

Influencers can help you reach new audiences. But the people inside your business can help you build something deeper. If you are trying to grow an identity that is rooted in authenticity and connection, employee generated content is not just a good place to start—it is one of the most powerful tools you already have.