The question is not which is better, but which problem you are solving. A production house and a UGC creator deliver two different things that only resemble each other on screen.

When an agency is worth its price

  • A brand film meant to last years.
  • Demanding shoots: multiple locations, equipment, crew, safety.
  • Strict brand guidelines, typical of automotive, industry and premium segments.
  • Broadcast on television or in cinema, where technical minimums apply.

When it destroys the very effect you are paying for

When you buy a video meant to look like a person's recommendation and have it produced like a commercial. In Germany the audience is particularly sceptical of advertising aesthetics: perfect lighting and a trained voice cut credibility instantly. You pay more and get less effect.

The order of magnitude

A production day with a small crew costs about as much in Germany as a package of six to eight UGC videos including rights. The difference is a multiple, not a surcharge, and in performance campaigns UGC is usually ahead.

The combination that works

One brand film a year for the website, trade fairs and sales. Alongside it, a continuous flow of UGC for ads and product pages. Two budgets, two jobs. Mixing them ends with the brand film running as an ad and UGC being asked to represent the brand.

The question that comes first

"Does this video need to last three years or three weeks?" At three weeks, traditional production is the wrong answer regardless of budget.

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Frequently asked questions

Is an agency always more expensive?

Yes, usually by a multiple.

Does agency material perform better in ads?

In Germany rarely, it looks too advertising like.

When is a production needed?

Demanding shoots, television, strict brand guidelines.

Can you use both?

Yes, with separate budgets and jobs.