This market is often described as a smaller version of its neighbour. That is wrong, and the difference is not a matter of size.
Two markets, one country
They do not buy the same thing and do not respond to the same codes.
A message designed for one and translated for the other is spotted immediately, and it loses exactly what it was meant to gain. The brands that succeed produce two shot versions, not a version and its translation.
The same goes for creators: saying clearly which language you work in, and whether you work in both, is the first thing buyers look for.
Who actually buys
Three families of clients, with different needs.
Online retail brands, which buy volume and test hooks. Service companies, which buy explanation and trust. And local shops and professionals, which buy little but regularly.
That third category is the most underrated: it pays less, approves quickly, and comes back every month.
The American question
Everybody asks it and it has a simple answer.
You will not win on price. You win on language, on knowledge of the local rules, on the ability to deliver two versions in the same day, and on invoicing that goes through without discussion.
A creator who puts those four elements forward in their profile is no longer competing with anybody: they occupy a place others cannot take.
Solid but uneven rates
They vary more with the type of client than with the region.
An agency order, a direct brand order and a local shop order are not paid the same way, for comparable work. The same creator can therefore see their average rate double simply by changing the type of client.
That is where a career is decided, far more than in line-by-line negotiation.
The constraints that shape the market
There are more of them than elsewhere and they create value.
The requirements about the language of communication, the rules specific to certain regulated categories, the transparency obligations about the commercial nature of a post and the provincial particularities depend on the channel and the message. They are checked before distribution, with a lawyer in case of doubt.
For a creator, knowing them is a selling point. For a brand, ignoring them is the fastest way to lose a campaign.
What demand contains, sector by sector
| The sector | What it orders | Its rhythm |
|---|---|---|
| Online retail | Product-page videos | Continuous |
| Outdoor and sport | Use in real conditions | Seasonal |
| Services and finance | Framed explanations | Quarterly |
What structures this market more than its size
Bilingualism. An order often calls for two versions, and a creator delivering cleanly in both languages reaches budgets half the market cannot serve.
What geography changes about the job
Remote work dominates. The product ships, the video is delivered online, and a creator in a mid-sized city works for brands three time zones away without ever meeting them.
Where demand is going
Towards content that answers, not content that presents.
Objections, delivery, after-sales, explanations of complex products, tutorials: those formats are ordered all year and reused for a long time. Launch content remains occasional.
That is also what makes this market stable: demand here follows practical needs rather than trends.
Sources
Checked on 27 August 2026. Thresholds and rates change: where this guide and the official source disagree, the official source is right.
