Home and interiors is an underrated category in Argentina: solid budgets, little competition between creators, and a format that converts almost on its own, the before and after.

What actually converts

The before and after

Same framing, same light, a single cut. It is the most profitable format in the category and works even when badly filmed.

The real domestic problem

An overflowing wardrobe, a living room with no light, a small bathroom. People buy the solution to their home, not the home in the photo.

Real time assembly

Especially with furniture. Showing the actual twenty minutes of assembly sells more than saying "easy to assemble".

Scale

How much space it really takes in a three by three metre room. It is the number one doubt and almost nobody answers it.

Durability at six months

The testimonial of someone who has had it a while converts better than an unboxing.

Which creators to hire

The one who lives in a home like your customer's. That is the whole point of the category.

A two room city flat, a suburban house with a yard, a student studio: each speaks to a different audience. Hiring only bright, spacious interiors signals that the product is not for the average Argentine.

And look for people who show their home as it is, mess included, before the change. Prior perfection ruins the before and after.

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. A before filmed at night on a phone and an after filmed in daylight destroys the video's credibility.

The Argentine calendar

The peaks are the summer moving season between December and February, the March return to school, Mothers Day in October and the holidays. Winter works well for heating, textiles and anything that makes a home cosier.

How many pieces to buy

Six creatives with three hooks each, across at least three different types of home. In this category, variety of homes matters more than variety of faces.

Where to go next

In home, the creator's house is part of the product. Our complete UGC guide for brands explains the rest of the process.