Milan concentrates most of Italy's UGC demand. Fashion, design, beauty, ecommerce and agencies: it is where the clients with recurring budgets are, and where rates sit above the rest of the country.
Who buys in Milan
| Who buys | What they order |
|---|---|
| Communication and media agencies | They buy for their clients, often in packages of several videos, with monthly needs. A single agency relationship can stabilise half your revenue. |
| Fashion and accessories | The city's defining sector, with an intense seasonal rhythm and constant demand for try-on content. |
| Beauty and wellness | Italian brands and international subsidiaries, among the most regular UGC buyers. |
| Ecommerce and DTC | Brands running paid ads on Meta and TikTok, burning through creative every month. |
| Design and furniture | An underrated niche with solid budgets and very few specialised creators. |
What brands pay
Milan is the top of the Italian range:
- Simple testimonial, beginner creator: 80 to 150 euros.
- Testimonial, creator with a portfolio: 150 to 280 euros.
- Fashion try-on or unboxing: 100 to 220 euros.
- Scripted format: 200 to 380 euros.
- Three video package: 320 to 650 euros.
Ad rights are billed separately, usually 40 to 150 euros per video and per platform.
What makes the Milan market different
Briefs are more structured
Milanese agencies work to short deadlines and precise expectations. A creator who delivers on time and follows the brief closely becomes a fixed supplier quickly, because replacing you is expensive for them.
In person shoots exist
Showrooms, stores, events during fashion and design weeks: these pay better and should be quoted including travel and waiting time.
Competition is the highest in Italy
The way to stand out is not lowering your price, it is specialising. A portfolio that is entirely fashion, or entirely beauty, converts far better than a generalist one.
Working with Milan from abroad
The vast majority of orders are remote: what you deliver is a file. The deciding factor is natural spoken Italian, with no translated phrasing. If your Italian is native or equivalent, the Milan market is reachable from any country, invoicing under your own tax registration.
You can compare available profiles among the creators on UGC MATCH.
Keep reading
- Usage Rights and Contracts for UGC in Italy
- Working With Agencies as a UGC Creator in Italy
- How to Build UGC Packages That Sell in Italy
- How to Find UGC Creators in Italy
- The complete UGC guide for Italy
Create your free creator profile →
Frequently asked questions
Do you need to live in Milan?
Not for remote orders, which are the majority. Yes for showrooms and events.
How much can you earn?
80 to 280 euros per video depending on experience and format, rights on top.
Do agencies pay better than brands?
Not always, but they order more often and in packages, which makes income predictable.
How do you stand out?
With a clear niche, fashion or beauty or design, not by cutting your rate.
