Understanding the UGC market in Belgium
Belgium is not one market with two languages, it is two markets that share a state, and a brand that treats them as one wastes half of every budget. On top of that sit two structures no neighbouring country has in the same density: European head offices commissioning for twenty markets from a building near Brussels, and importers selling brands they do not own.
9 guides
Belgian Brands Expanding Abroad: What Your Content Cannot Carry
A Flemish brand looks at the Netherlands. A Walloon brand looks at France. Both are wrong for the same reason, and it is not the one about size.
Flemish Dutch and Belgian French in Your UGC
You produced two versions with two creators and it still landed flat. The creators were probably from the wrong countries.
The brief describes an average market that exists nowhere
A pan-European brief is written for a country that is the average of twenty. Your job is to translate it, not to argue with it.
The UGC Market in Belgium
Brands keep asking which language their Belgian video should be in. The question has no answer, and that is the whole briefing.
UGC for European Organisations in Brussels
Every content brief has a line for the audience. Yours says Europe, and that line is the reason the content will not work.
Who Hires UGC Creators in Belgium
"I cannot change the campaign, but I can localise it." Learn to hear that sentence, because it tells you exactly what to sell.
Working with Clients on Both Sides of Belgium
Every creator with clients in both halves reports the same difference. They are not imagining it. The explanation they give is wrong.
You sell a brand you do not own, so make what it cannot
An importer cannot produce brand content and does not need to. The one thing a foreign brand cannot make from abroad is local proof.
Your Belgian Campaign Is Already International
Your best performing video last month was probably watched mostly by people who cannot buy from you. In Belgium that is the default, not an accident.