New Delhi, Aug. 12 -- Employees are becoming brands' new influencers. As marketers figured that the colleague sitting just a few desks away can get more traction for their products on social media than celebrities or influencers, brands like Zepto, Perfora, Spectacom and Zomato turned to them for endorsements.

Employees have a better understanding of the product, a dedicated follower base and the relatability factor of the person next door. Thus, employee-generated content (EGC) resonates far more with the audience than polished influencer or celebrity marketing.

"EGC is inherently more authentic and grounded in day-to-day experiences," said Aarshita Verma, senior manager at quick commerce company Zepto's Brand division. "Unlike influen...