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We’re all familiar with user-generated content all over social media by now — but what about employee-generated content?

Five B2B brands told Digiday that they are turning to their own employees to create and publish content as the new company “influencers,” to extend their reach and engagement beyond their brand social pages. Some of these brands said their employee content performs better than brand content as social media algorithms continue to prioritize individual pages over brands.

“Employees have always been an extension of a brand’s identity,” said Michelle Mastrobattista, founder and creative marketing strategist at marketing agency Brand Paradise. “This expectation has shifted to social media, where employees are encouraged to share their professional journeys, behind-the-scenes moments and personal insights.”

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Fast Company and Inc. are tightening up their paywalls. Up until a few weeks ago, the Mansueto Ventures-owned publishers would put one new story a day behind a paywall. Now, four daily stories are reserved only for paying subscribers.

Part of the reason for doing this is to create more value for subscribers, but the paywall changes are also part of a larger strategy shift to grow consumer revenue at Mansueto Ventures, in light of referral traffic challenges.

“The real reason for it … is that traffic is really fickle, and we have to find more ways to build a direct connection with our audiences [and] have that kind of stability that comes from having the subscription business,” said Stephanie Mehta, CEO of Mansueto Ventures, who spoke at the Digiday Publishing Summit in Vail, Colorado, on Monday.

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