What is embodied content?
👉 Also read: The Future of UGC Marketing: When Authenticity Becomes Industrial
Embodied content means having a brand's messages carried by people: employees, executives, influencers or customers. You no longer speak on behalf of; you let those who live the brand speak. On TikTok, a report by TikTok and CreatorIQ relayed by Marketing Brew indicates that showing a person in the first few seconds increases a video's hook power by 50%.
This can take the form of:
- Face-to-camera videos on social media
- Employee interviews
- Podcasts led by executives
-LinkedIn posts with personal storytelling
- Customer or partner testimonials
The idea is to create a stronger emotional connection, humanise communication and gain authenticity.
Why does it work?
People trust people
According to the Edelman Trust Barometer 2024 report, 61% of consumers trust individuals more than institutions. An employee speaking in their own name is often perceived as more credible than a corporate message. In its 2025 special report on brands, Edelman notes that 80% of respondents trust the brands they use.
Identification creates engagement
A prospect will more easily recognise themselves in another customer's testimonial or an employee's journey than in a conventional ad. That's social proof in action.
Algorithms favour people
On LinkedIn, Instagram or TikTok, "face-to-camera" content and personal posts generate more interactions, views and shares. The algorithm rewards spontaneity. Adam Mosseri, head of Instagram, cites watch time, likes and shares as the three signals that matter most for ranking, according to Social Media Today (January 2025).
Examples of brands that embody their communication
- Back Market: founder Thibaud Hug de Larauze regularly speaks on LinkedIn with transparent, committed posts.
- Decathlon: employees become ambassadors for their products on social media, building bridges between expertise and authenticity.
- Alan (health insurance): the product, HR and design teams share reflections and lessons learned in blog or LinkedIn formats.
- B2B start-ups: more and more, founders or product teams speak up to tell the behind-the-scenes story of their development.
How do you adopt it for your brand?
Identify the right spokespeople
Executive, marketing manager, account manager, HR, loyal customer... Not all voices are equal, but each can embody a facet of your brand.
Train people to speak on camera
Not everyone is born comfortable in front of a camera or on LinkedIn. With coaching, suitable formats and a natural tone, it's possible to bring out the right personalities.
Co-create authentic content
The goal isn't to write perfect speeches but to let the human side emerge: emotions, journeys, anecdotes, values. Authenticity beats perfection.
Vary the formats
Portraits, videos, stories, lives, podcasts, carousels... Embodiment can live on every channel, as long as it stays consistent with the platform and the audience.
Conclusion
A brand's voice is also that of the people who live it day to day. Embodied content is not a passing trend; it is a profound evolution in communication. In a world where everything has become a product, it is people who create preference.
🚀At Esekai, we help brands find their tone, choose their faces and speak up with sincerity. Because the best communication is the kind that truly resembles the people behind it.