A reel market beyond influencers

BarcelonaRight in the heart of Passeig de Gràcia, the most expensive area in Barcelona, ​​two young 26-year-old entrepreneurs have an office. Pia Mill and Berta Quirante created UGC Slalom, one marketplace to connect content creators and brands. A business idea that already generated €781,000 in revenue by 2024, with the goal of reaching €1 million this year. But you need to know what UGC is: User Generated ContentContent generators go beyond the so-called influencers of the networks. Advertising is changing and brands are increasingly looking at social media, especially TikTok or Instagram.

But not all brands need normative, beautiful girls who post idyllic worlds on social media. Because there are products that, perhaps, seek another type of customer. Perhaps they are not creams to maintain perfect skin, but a product intended for seniors. What UGC Slalom is looking for with its marketplace It's precisely this: connecting content creators with brands.

The data supporting this business is clear: 84% of consumers trust user-generated content more than traditional advertising, and 73% admit that user-created content directly influences their purchasing decision, according to UGC Slalom.

But how does this market work? Well, brands publish their offer. That is, they publish the demand for a video for social media in general or a specific network, and explain their needs: language, types of content, tone of intervention, style, the values they want to convey, and any other requirements. And the content creators, validated by the platform, make their proposals. The brand can choose, and UGC Slalom takes its commission.

Part of the success of the model, however, lies precisely in the company's validation of these content creators. Of course, it is necessary to have a broad portfolio – men, women, young, old, as many as necessary – to cover the specific needs of each brand. UGC Slalom has around one hundred active creators, explains Pia Mill, ranging "from young profiles to 71-year-olds." Because, for example, if the reel A brand that makes menopause products asks, "You can't make a video with a young girl." The company already has nearly 300 more content creators in its portfolio and hopes to reach a thousand in a short time.

How much does it cost a brand to make one? reelWell, the price varies, because some brands ask for a package of a certain number of videos per month or year, and others only ask for it when they need it. In any case, the average price paid by companies for a video ranges between 250 and 300 euros, a figure lower than what many ask for. influencers And, of course, much less than conventional advertising. The cost can also vary depending on the production, i.e., whether the company requests video editing, outdoor filming, or other production work.

However, it's not all about having a good portfolio of creators. Above all, the interest of brands is necessary. UGC Slalom has about sixty in its marketplace, from different sectors, such as pharmaceuticals, beauty, fashion, toys, and shopping centers, such as those operated by CBRE, among others, says Berta Quirante. Videos have also been made for music festivals or for the Costa Brava Tourist Board. In total, UGC Slalom currently produces around 200 videos a month, explains Berta Quirante.

UGC Slalom is actually an evolution of the business. Slalom began as a digital creative agency, which still exists, although with the new business "it's being diluted," explains Pia Mill. The fact is that marketplace The platform for content creators is not an extension of the previous business, but was created "to respond to a growing demand from brands." The creative agency, with an annual turnover of 400,000 euros, has already managed more than 700 brand profiles, such as Perspirex, Hero, Elle, CBRE, and Alma.

The platform is supported by Wizard Partners, an investment vehicle led by Vicenç Martí, David Jordan, and Oriol Cagigós. Additionally, UGC Slalom also has the support of Rafa Terradas, the founder of Napptilus Tech Lab, with a long career in the technology, robotics, and video sectors.