UGC Rates 2025: The Ultimate Guide With Real Numbers (+ Free Calculator)

User-generated content (UGC) isn’t a trend—it’s a performance tool.

We're not making it up. 56% of consumers want to see UGC from brands, and 79% say it significantly influences their buying decisions.

Why? Because your usual ads don't stop the scroll. It's real, relatable content that grabs attention—and converts.

That’s why UGC has become a go-to for brands looking to build trust and boost sales across their social media platforms and channels.

But as demand for UGC climbs, so does confusion around pricing. Some creators charge $75. Others charge $750. Brands don’t know what’s fair. Creators don’t know what to charge.

We’re putting an end to this. No more confusion.

You’ll learn what UGC rates are, how they compare to influencer pricing, and what affects them. We’ll share 2025 rate benchmarks, tips for creators on setting prices, and insights for brands on budgeting the smart way.

No fluff. No vague “it depends.”

Real numbers, real advice, and a handy free UGC price calculator for brands Let's get started!

TL;DR

• UGC creators typically earn $150–$300 per video, with rates rising based on experience, content type, and usage rights.
• Bundles and upsells (like usage rights, hook variations, or raw footage fees) impact final pricing.
• UGC rates are based on deliverables, not follower count—unlike influencer rates, which depend on reach and engagement.
• Brands should budget for platform- and industry-specific UGC pricing, while creators need to factor in time, effort, and project complexity.
• Influee’s UGC Rate Calculator gives creators and brands fair, data-backed pricing strategy—perfect for setting rates and negotiating with confidence.

What Are UGC Rates?

UGC rates are what creators charge to make custom UGC content for brands—usually short-form videos, photos, or both. This content is meant for the brand’s use on ads, websites, or social media.

UGC content creators focus on

• The quality of the content
• How well it matches the brand's needs
• The time and tools it takes to make it

Since each gig is an individual project, clear UGC pricing is very important.

It's also important to know that UGC vs. influencer rates are different, but we'll discuss this a little later. For now, just keep in mind that a relationship between UGC creators and brands is a straight value exchange.

Brands need content. Creators deliver it—fast, platform-ready, and without the overhead of an agency. In return, UGC creators get paid for filming, for their time, skills, creativity, and the content usage rights.

Average UGC Rates in 2025

UGC pricing has really matured. In 2025, the average price for a single UGC video falls somewhere between $150 and $212. But remember—that’s just the average. What you actually pay or charge depends on experience level, platform, deliverables, and usage rights.

Let’s break down the current benchmarks:

There’s also a difference between the average and the median rate. However, average UGC rates can be misleading. One creator might charge $1,000, another might work for free. The median rate—around $175—gives a clearer picture of what most content creators actually earn per single UGC video.

Platform matters, too. TikTok UGC and Instagram Reels usually cost more because of editing time and performance value. Meanwhile, static images or Pinterest content tend to fall on the lower end. And don’t forget—extra licensing or usage rights push the rates up.

UGC Bundle Rates and Discounts

Bundles aren’t just popular with brands—they’re a smart move for creators too. Offering multiple videos at a discounted rate helps boost your total project value while saving you from chasing small, one-off gigs.

Here’s how it usually plays out: for bundles of five or more videos, creators often offer a discount of around 19%. So if they normally charge $200 per video, a five-video bundle might cost $810 instead of $1,000. That breaks down to $162 per video—still solid pay, but now with a bigger commitment from the brand.

Why offer a discount at all?

Because bundles mean more guaranteed work, less back-and-forth, and more creative consistency. Brands get different angles or formats to A/B test the creatives. Creators get a smoother workflow—and chances to upsell extras.

Here’s a look at typical bundle pricing:

• 2 videos: 5–10% off
• 3–4 videos: 10–15% off
• 5+ videos: 15–25% off

Bundles can also include added value: a free hook variation or zero fees on rush orders. These extras help close deals without lowering the base fee. More experienced creators list the total bundle price and the single-video rate in their rate sheet. It keeps expectations clear and UGC pricing completely transparent.

Types of UGC Rates and Pricing Models

There’s no single way to price UGC.

Rates often vary depending on the type of content, the social media platform it’s made for, and the overall project scope. Creators usually adapt their pricing models to match the needs of each collaboration.

Here’s how those structures typically work:

1. Single Deliverable Base Rates

This is the most straightforward setup—one flat rate for one piece of content, like a video. It usually includes shooting, editing, basic revisions, and final delivery. No add-ons. Just a clear, all-in price.

2. Flat Fee Structures

Flat fees cover a UGC package of deliverables under one set price.

For example: five videos for $850. These are common in campaign work and make budgeting easier. It’s important that both sides clearly define what’s included to avoid confusion.

3. Per Deliverable Pricing

Each piece of content gets its own rate. A video might be priced at $200, while a product photo costs $80. This model works well when a project calls for a mix of formats and production effort varies.

4. Content Type Pricing Hierarchy

Some content formats take more time and skill. And pricing reflects that. More scripting, editing, or on-camera presence means paying UGC creators a higher rate. A typical order from lower to higher effort looks like this:

• Static Images
• Unboxing Videos
• Product Demos
• Voiceover Videos
• Skits or Storylines
• Edited, Ad-Style Content

5. Hourly Rates (When They Make Sense)

Less common but still used in certain cases—like consulting, in-person shoots, or ongoing creative support. Hourly rates often range from $50 to $100, depending on experience and scope.

6. Revenue-Share Models

Rather than a flat fee, payment is based on a percentage of sales generated by the content. This model can work, but it requires transparency, performance tracking, and mutual trust.

7. Platform-Specific Pricing

Creators price video content made for TikTok, Instagram Reels, or YouTube Shorts differently, based on the video and platform requirements.

8. Industry-Specific Pricing

Some niches pay more than others. Beauty, tech, and wellness brands typically have larger content budgets. Other verticals—like pets or local services—may be more cost-sensitive.

Essential UGC Upsells and Additional Fees

Flat rates are just the baseline. Where many UGC creators charge for UGC upsells—add-ons that either increase the content’s value for the brand or add extra work for the creator.

Here are the most common upsells brands are often willing to pay more for:

1- Hook / CTA Variations – $50 each

Brands test different video hooks and CTA variations to keep videos engaging (and avoid Facebook ad fatigue, among other things). Each variation requires new edits and more planning, so it's billed separately.

2- Multiple Concepts – 25% off per additional video

Instead of repeating the same script with small changes, offer completely different ideas. A slight discount per extra concept can encourage brands to book more without underpricing your work.
3- Usage Rights – 30–50% of your base rate

Want to use the content in paid ads, on websites, or in email campaigns? Brands and creators need to stay on top of their UGC rights management to avoid misunderstandings and legal issues.

4- Raw Footage – 30–50% of your base rate

If a brand wants every clip you shoot, including behind-the-scenes takes, that’s more time to sort, export, and deliver. Price it as an upsell.

5- Whitelisting / Spark Ads – 30% of base rate per month

Running ads through your personal account puts your name and profile in the spotlight. Monthly fees help account for that visibility and responsibility.

6- Organic Concept Creation – $150–$200

If a brand doesn't have a content brief for the creator and expects them to come up with hooks, scripts, and other content from scratch, that’s additional strategy work—and it deserves separate billing.

7- Script Writing

Creators charge for UGC scripts extra. Writing a perfect UGC script is far from easy and it's usually included in a higher-tier package or listed as its own fee.

8- Rush Fees

When a brand needs content ASAP, the common rush fee rate is a 25–50%. It's a fair compensation for rearranging their schedule or pushing other work aside.

UGC vs. Influencer Rates: Understanding the Difference

UGC vs. influencer marketing might look similar at first glance—but how they’re priced is totally different.

UGC rates are based on the deliverables and the creator’s skill. You're paying for the actual content—how well it’s filmed, edited, and delivered to match your brand’s goals. Follower count? Not relevant here.

Influencer rates, on the other hand, are all about reach. Brands pay for access to their target audience. The more followers and engagement, the higher the price tag.

Here’s a quick side-by-side:

• UGC video from a top UGC creator: $150–$300
• Influencer post from someone with an audience size of 50K followers: $500–$1,500+

So when does it make sense to invest in UGC? When a brand needs content for their own channels—ads, website, social media, or email campaigns.

Influencer content makes more sense when the goal is visibility. You're not just getting a video—you’re getting views, likes, and public association with the influencer.

Some content creators offer hybrid deals: they make the content and post it on their feed. These usually come with a 20–30% premium, since they’re combining both services.

Factors Influencing UGC Rates

By now, you understand that UGC pricing isn’t one-size-fits-all. On top of the upsells and additional fees, many other key factors influence user-generated content rates:

1- Creator Expertise and Experience

The more experienced the creator, the more UGC creators charge. Brands pay for creative consistency, on-point delivery, and fewer rounds of revision. When someone knows how to nail a brief from the first shot, that’s worth more.

2- Content Complexity and Format

Simple videos like unboxings or testimonials usually land on the lower end of the pricing spectrum. But if a UGC creator is scripting, using props, adding transitions, or layering in advanced edits? That’s a premium product—and the rate should reflect the extra work.

3- Industry and Niche Demands

Some industries come with higher standards, more accuracy, or higher production value. They come with higher price tags due to the extra work, unique skills, or effort involved.

4- Timeline and Urgency

Need a video fast? Short deadlines come at a cost. If a brand needs a quick turnaround, expect to add 25–50% to the base rate—especially if it means pushing other work aside.

5- Usage Rights and Distribution Channels

Where and how the content is used matters. A one-time Instagram Story? Lower fee. A multi-platform paid campaign or homepage banner? That kind of reach requires extended usage rights—and a higher rate.

6- Brand Requirements and Guidelines

Detailed briefs with strict guidelines (like lighting, wardrobe, or brand tone) can take longer to execute. The more back-and-forth and fine-tuning involved, the more time a content creator invests—so pricing should go up accordingly.

7- Equipment and Production Quality

There’s a difference between filming on an iPhone in natural light and using a DSLR with full lighting and pro-level editing. When creators invest in gear, their rates should match the production value.

8- Market Conditions and Competition

Market influences UGC pricing. When demand is high or a content style becomes popular, creators can charge more. During slower periods or when competition increases, brands tend to negotiate harder. Staying on top of trends helps both sides set fair, realistic rates.

How to Set Your Rates as a UGC Creator

Figuring out what to charge is one of the trickiest parts when you become a UGC creator. But with the right approach, you can set rates that reflect your value—without the stress.

Start with Your Skill Level and Portfolio

Take an honest look at your work. Are you just starting out, or do you have a polished portfolio with proven results? The more experience and quality you bring, the more confidently you can charge higher rates.

Research Your Niche

Not all niches pay the same. Beauty, skincare, and tech typically offer higher fees than lifestyle or food. Spend time looking at what others in your space are charging—and what kind of content they’re delivering for that rate.

Factor in Time and Costs

How long does one project really take? From scripting and filming to editing and revisions, it adds up. Include costs for props, gear, and even delivery time. If you’re spending five hours on one video, $100 probably isn’t covering it.

Set Your Minimum Acceptable Rate

Know your floor—the lowest rate you’re willing to accept for your time and effort. If a brand can’t meet it, it’s okay to say no. You’re running a business, not doing favors.

Build a Clean Rate Sheet

A professional-looking rate sheet shows you're serious. Include your base fee, common upsells, bundle pricing, and usage rights. Brands should have a clear picture of what they’re paying for.

When to Raise Your Rates

Booked out? Getting strong feedback and repeat clients? That’s your cue. It’s normal to increase your rates by 10–20% every 6 to 12 months as your skills and demand grow.

Negotiation Tips

Rates should be communicated clearly from the start. Creators should outline their pricing along with what’s included. If a brand wants to negotiate, the most effective approach is adjusting the scope—fewer deliverables, simplified edits—rather than asking for a discount.

Negotiation is normal. The key is transparency and flexibility on both sides. Rates aren’t just numbers—they reflect time, effort, and creative value. As creators gain experience, their pricing naturally increases. Brands that respect this process tend to form better long-term partnerships.

What Brands Should Know About UGC Pricing

When you hire a UGC creator, you’re paying for creativity, editing skills, production, strategy, and content that’s built to perform.

Expect to spend around $150–$300 per video for strong user-generated content. Bundles and long-term partnerships often come with discounts. If you're asking for usage rights, Whitelisting Spark Ads access, or rush delivery, plan to add 30–50% more to your base rate.

UGC pricing is a result of the time, effort, in-depth research, skills, niche relevance, and complexity. A simple product demo won’t cost the same as a scripted, edited video with multiple concepts or voiceovers. The more involved the content, the higher the rate.

Working with a creator long-term leads to better results. You get smoother communication, faster delivery, and more aligned content. Creators value that consistency too—it builds trust on both sides.

Negotiation Tips

Instead of asking for a discount, talk about the scope. A great creator will usually work with your budget, whether that means fewer deliverables or bundling options.

Paying fairly and communicating clearly leads to better content and builds relationships that actually last.

UGC Rate Calculator

Not sure what rates to expect to pay for your UGC next campaign?

Give our UGC Price Calculator a try! The tool instantly gives you a realistic rate range based on current data.

1. How to Use It

Be specific when filling it out. One video or five? Any hook variations? The more accurate your inputs, the more helpful the estimate.

2. Reading the Results

You’ll see an estimated cost for your next campaign, broken down by the features, number of videos, and more.

3. Adjusting for the Project

No two projects are alike. Use the calculator as just a starting point, then tweak based on the campaign.

How Influee Helps Both Creators and Brands

Influee is where great content meets the right people. It’s a UGC marketplace built to connect creators and brands without the hassle, guesswork, or bloated costs.

Influee is a marketplace built for modern content creation, where creators and brands connect quickly, work efficiently, and get better results without the usual friction.

• For creators

Influee makes it easier to earn what you’re worth. While most UGC platforms take 20–50% of your rate, Influee charges just 10%. That means more money in your pocket—and more control over your work. You also get access to high-quality brand opportunities for creators without spending hours pitching or negotiating UGC rates from scratch.

• For brands

No more cold DMs or digging through spreadsheets. Influee gives you access to a curated pool of pre-vetted creators who’ve delivered real results. You can post a brief, get matched fast, and keep everything from pricing to deliverables organized in one place.

Hiring creators directly can seem cheaper—but it often costs you in time and content quality. Influee adds structure and reliability, without the overhead of an agency or the chaos of freelance sourcing. You can find affordable UGC creators in no time.

Experienced and new UGC creators on Influee have landed long-term partnerships. Brands have run high-performing campaigns with content that outperformed traditional ads.

Whether you're here to scale your content or grow your creative business, Influee makes the connection seamless and the collaboration worthwhile.

FAQ

How much does UGC pay?

Most UGC creators earn between $150 and $300 per UGC video, depending on experience, content type, and usage rights. Beginners may start around $100, while seasoned pros can charge $500 or more.

What is UGC for payment?

It means brands are paying creators to produce user-generated-style content for marketing. You’re not being paid for your followers—just for the content itself.

Is UGC paid or unpaid?

UGC (user generated content) should be paid. If a brand wants content and the rights to use it, creators deserve compensation. Free products aren’t enough—unless both sides agree up front.

How does UGC work?

Creators make custom content—like unboxings, testimonials, or product demos—for brands. The brand then uses that content in ads, emails, or social posts to drive results.

Is UGC actually worth it?

UGC is worth it because it often performs better than traditional ads. It feels more authentic. It’s a win for both sides—brands get content that converts, and creators get paid work.

How can I get paid for UGC?

Start by building a portfolio. Showcase multiple videos, raw footage, and other relevant UGC content. Set your rates, pitch to relevant brands, or use platforms like Influee to connect with campaigns. Always work with clear terms and send professional invoices.

Is UGC legal?

Absolutely—as long as both parties agree on the terms. Always use a contract that outlines usage rights and licensing to protect yourself.

Is UGC unpaid?

Sometimes—but it shouldn't be. Exposure doesn’t cover rent. Creators should get fair compensation based on the value they bring.

Is UGC cost effective?

For brands, yes. It’s often cheaper and more impactful than agency content. For creators, it’s a scalable way to monetize content skills.