Home in Costa Rica does not mean the same thing as in Europe. Houses are lived outwards, humidity attacks everything inside, and those two realities define what content converts.
What actually converts
| Element | Why it converts |
|---|---|
| The before and after | Same framing, same light, a single cut. Still the most profitable format in the category. |
| The terrace and the porch | In Costa Rica the outdoor space is another room. Showing the product there connects with how people actually live. |
| Behaviour in humidity | If a piece of furniture, a textile or a paint survives the rainy season, say it and show it. It is the country's number one objection and almost nobody answers it. |
| Real time assembly | Especially with furniture. |
| Durability at six months | Far more important here than in dry climates. |
Which creators to hire
The one who lives in a home like your customer's. A house with a porch in the Central Valley, a flat in San Jose, a cabin near the beach: each speaks to a different audience.
And one specific detail: if your product also sells to foreign residents or to holiday rental properties, hire creators who film in English. It is a segment with budget that almost nobody serves.
The brief that produces good material
Include: the product's dimensions, what must be shown, the real assembly time, three suggested hooks, and the instruction to film the before with the same camera and in the same place as the after.
That last detail seems obvious and is the most frequent mistake.
And explicitly ask for one outdoor or semi outdoor shot. In Costa Rica that shot changes conversion.
The Costa Rican calendar
The peaks are the start of the dry season, when people fix up the house, Christmas, and the beginning of the rainy season in May, when humidity problems appear and people look for solutions.
That May moment is the most underused of the year in this category.
How many pieces to buy
Six creatives with three hooks each, across at least three different types of home. Variety of homes matters more than variety of faces.
Where to go next
In Costa Rican homes, humidity and the outdoors are the arguments. Our complete UGC guide for brands explains the rest of the process.
