Almost every German brand tries in house first. That is understandable, but the calculation behind it counts the creator's cost and leaves out your own hours.
The internal hourly cost nobody counts
A UGC video needs concept, filming, editing, subtitles and revisions: three to five hours if the person knows how. If those hours come from marketing, the video is not free, it is the most expensive one you own, and that person's actual work did not get done.
Why in house UGC sounds corporate
People inside the company know the product too well and use the house language. Features get defended, weaknesses skipped, catalogue phrasing carried over. The audience recognises that tone even when it was shot on a phone in someone's own kitchen, and in Germany they respond to it with scepticism rather than interest.
When in house is still right
| Licence point | What it covers |
|---|---|
| Process and origin | How it is produced, how it ships, who is behind it. |
| Recruiting | Here employees are exactly the right face. |
| Fast answers | To recurring customer questions. |
| When a video person is already employed | And the hours are incurred anyway. |
When the choice stops existing
As soon as you run ads. Then you need variants, different faces and a rhythm no marketing department can carry on the side. From that point the external creator is no longer an alternative, it is the only option that covers the need.
The clean split
In house for the company's voice, external for the customer's voice. Two registers, and audiences separate them effortlessly.
Keep reading
- Hiring Through a Marketplace or Contacting Creators Directly in Germany
- UGC for Retail and Marketplace Sellers in Germany
- UGC for Pet Brands in Germany
- Filming UGC at Home in Germany
- The complete UGC guide for Germany
Find UGC creators in Germany →
Frequently asked questions
How much time does an internal video cost?
Three to five hours per piece.
Why does it sound like advertising?
Because the company language comes with it.
When should I film in house?
Process, recruiting, fast answers.
When is external unavoidable?
As soon as you need ad volume.
