Many Italian brands try filming in house first. It is a reasonable choice, but the calculation behind it is almost always wrong, because it counts the creator's cost and not the cost of internal time.
The hidden cost of doing it yourself
A UGC video needs writing, filming, editing, subtitles, revisions. That is three to five hours per piece if the person already knows how. If those hours come from a salaried marketing person, the video is not free: it is the most expensive video in your catalogue, and meanwhile that person did not do their job.
Why in house UGC looks like advertising
People who work at the brand know the product too well. They use the company's words, defend the features, avoid the flaws. The result is technically correct and commercially inert: audiences recognise the corporate tone even when it was filmed in a kitchen on a phone.
When filming in house makes sense
- Process videos, where the company's voice is relevant: how we produce, how we ship, who we are.
- Recruiting content, where employees are the subject.
- Fast answers to customer questions, where speed matters more than form.
- When you already have an internal video person and the hourly cost is covered.
When the choice disappears
The moment you start pushing in advertising. You need variants, different faces, production rhythm: that volume cannot be covered internally without hiring. That is where the external creator stops being an alternative and becomes the only workable option.
The compromise that works
In house for the company's voice, external for the customer's voice. They are two different registers and audiences tell them apart effortlessly.
Keep reading
- Hiring Through a Marketplace or Contacting Creators Directly in Italy
- UGC for Food and Restaurant Brands in Italy
- UGC for Kids and Family Brands in Italy
- Filming UGC at Home in Italy
- The complete UGC guide for Italy
Frequently asked questions
How long does a home made video take?
Three to five hours per piece.
Why does it look like advertising?
Because the person making it uses the company's words.
When should I film in house?
Process, recruiting, fast answers.
When is an external creator unavoidable?
When you need variants and volume for ads.
