In Costa Rica, the tech category has two faces that rarely meet: apps and services selling to consumers, and free zone companies that need content for recruiting. The second is the most underused in the country.

What actually converts in digital products

The problem before the solution

Fifteen seconds showing the concrete frustration the product removes.

Screen recording with voice over it

Raw, no effects, with a real finger navigating.

The moment of relief

The person's face when they solve in two taps what used to take half an hour.

The sceptic's testimonial

"I did not trust putting my money in here." In financial services, starting from distrust is what disarms it.

The concrete, numerical case

Not "it saves me time", but "I went from two hours a week to twenty minutes".

Recruitment content in the free zones

Here is the market almost nobody serves. International companies based in Heredia, Alajuela and San Jose compete for local talent, and their corporate content tends to be generic, translated and cold.

What works is exactly the opposite: real employees describing their day, in Costa Rican Spanish, with no corporate script. What the commute is like, what the team is like, what you learn.

That format reduces hiring cost measurably, which is why these companies pay in dollars and with formal processes. It is the best paid and least contested niche in the category in Costa Rica.

Which creators to hire

The one who can explain, not the one with the best image. It is the only category where clarity is worth more than charisma.

For recruitment, the ideal person is someone matching the profile you want to hire, not a professional creator. Authenticity is the whole argument.

And for products sold abroad, hire someone who films in English.

The brief that produces good material

Include: the exact flow to show, which data must be hidden in the screen recording, the main objection, three hooks and the list of what cannot be claimed.

In financial services that last list is essential.

How many pieces to buy

Six creatives with three hooks each. Tech requires testing completely different angles: the problem, the time saved, the security, the price.

Where to go next

In tech, clarity is the product, and recruitment is the hidden niche. Our complete UGC guide for brands explains the rest of the process.