Trend history has a funny way of repeating itself. The latest example: employee-generated content (EGC). While recent headlines are treating “employees as influencers” as the next big thing, YPulse knows this strategy didn’t suddenly appear out of nowhere. From baristas sharing drink hacks to retail associates recommending products, employees have shared on socials what it’s really like to work at their jobs and what to buy from them for years, and have gained loyal followings in return. In response, YPulse has watched many brands create formal creator programs like Macy’s Style Crew and American Eagle’s Creator Community designed to encourage employees to share their perspectives online. Meanwhile, others asked creators to stop posting—or even fired them altogether—but more on that later. EGC is a “trend” that keeps resurfacing, whether it’s in new viral employee creators or renewed ambassador programs, but it’s one we’ve seen before. And that’s exactly why understanding trend history matters. More often than not, these new “trends” are simply the next chapter of behaviors that have...
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