Many Spanish brands try filming in house first. It is reasonable, but the calculation behind it is almost always wrong, because it counts the creator's cost and not the cost of your own hours.
The hourly cost nobody counts
A UGC video needs a concept, filming, editing, subtitles and revisions: 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 one in your catalogue, and meanwhile their actual work did not get done.
Why in house UGC sounds corporate
People who work at the brand know the product too well and use the house language. They defend the features, leave out the drawbacks, repeat the catalogue phrasing. The audience recognises that tone even when it was shot on a phone in a kitchen.
When in house is the right call
| 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 on the payroll | And the hours are paid anyway. |
When the choice disappears
As soon as you start investing in ads. You need variants, different faces and a rhythm no department sustains on the side. At that point the external creator stops being an alternative and becomes the only option that covers the need.
The split that works
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 Spain
- UGC for Back to School in Spain
- UGC for Banking, Insurance and Fintech in Spain
- Filming UGC at Home in Spain
- The complete UGC guide for Spain
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.
