Employee-Generated Content Key for Top Social Media Brands in 2026
Sprout Social's inaugural "Social Futures Report" for mid-2026 highlights the significant impact of employee-generated content on brand social media strategies. The report compiles and analyzes inspiring social media posts and campaigns, identifying trends and their business implications. A key finding indicates that a substantial percentage of consumers, particularly millennials and Gen Z, frequently discover products and services through content created by employees. The report showcases leading brands such as Slate and the LA Public Library for their innovative and effective use of internal talent to boost online presence and engagement.
Sprout Social has released the first installment of its "Social Futures Report," a series dedicated to analyzing social media trends and their business impact. The mid-year lineup for 2026 identifies leading brands on social media, with a particular focus on those excelling in employee-generated content strategies.
According to Sprout's Q2 2026 Pulse Survey, four out of ten consumers frequently discover products or services through employee-generated content. This figure rises to 48% for millennials and 62% for Gen Z. The survey also indicates that consumers prefer to see frontline employees featured in brand social content more than any other employee group, including executives.
Slate, an AI content creation platform for social teams, is highlighted for its approach to building a "human content ecosystem." Christina Le, Head of Marketing at Slate, stated their LinkedIn strategy focuses on increasing Slate's overall "surface area" rather than solely growing the brand page.
Slate's social team, composed of creators with personal brands, leverages their individual LinkedIn channels to post about the company's culture and products. These creators, like Content and Social Lead Carmen Vicente, tailor content to their distinct styles and audiences. The brand account also features personality-driven posts from the social team, sharing product features and content creation strategies, alongside content from other co-workers.
This strategy is presented as a model for other B2B brands, particularly at a time when LinkedIn reach for brand handles has become challenging. By mapping out a social strategy that includes executives, thought leaders, frontline employees, and internal creators, brands can enhance discoverability, credibility, and engagement, while fostering a unique brand identity.
The LA Public Library is also recognized for its popular staff videos. One notable example includes a librarian's analysis of Bad Bunny's career trajectory, which garnered over 500,000 views and 120,000 engagements, including 10,000 shares, on TikTok.
The library utilizes a "librarian answers" format for various topics, such as explaining pop culture trends like "6-7" and detailing the opening of the LA Metro’s newest station. Other videos feature staff interviews about events, such as a docent discussing a monthly book sale, and a series where docents interview librarians across different sections of the Central Library.
According to Sprout Social Insights, these examples illustrate effective strategies for leveraging employee-generated content to connect with audiences and achieve significant engagement on social media platforms.
