The price of a UGC video in Italy varies more because of rights than because of filming. Two quotes with the same number of videos can differ by a factor of two, and the difference is almost always what you can do with them afterwards.

What determines the price

Length and complexity

A 20 second unboxing does not cost what a three minute demonstration with several setups costs.

Number of variants

Different hooks on the same footage cost less than the first video, but they are not free.

Ad rights

The main multiplier. Organic on the creator's channels, organic on yours, or paid ads: three different prices.

Niche

Creators filming regulated products such as supplements or wine charge more because they know the limits of what can be said.

What to budget for a first test

The cheapest way to get it wrong is to buy a single video. You need a comparison. A sensible first test is three creators, one video each, plus rights for paid ads if you intend to run them. The total stays below a traditional shoot and produces usable data instead of one file.

What you are not paying for

You are not paying for production, you are paying for believability. A UGC video that looks like an agency made it loses exactly what made it work. If the quote includes a crew, studio lighting and grading, you are buying something else.

The three lines a quote must carry

  • Number of videos and length.
  • Variants and revisions included.
  • Rights: channels, duration, territory.

If one of those three is missing, the price cannot be compared with any other quote.

Keep reading

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Frequently asked questions

What drives the price up?

Ad rights, more than any other item.

How many videos for a first test?

Three, from three different creators.

Do variants cost as much as a video?

No, less, but they are not free.

Is gifting the product enough?

It covers the cost, not the work.