UGC Price Guide: Everything You Need to Know

56% of consumers say UGC photos and videos are the content they want to see most from brands.

And 79% of people say UGC highly impacts their purchasing decisions.

If UGC isn’t yet a vital part of your marketing strategy, you’re missing out.

Creating quality content that nails your brand’s campaign goals is challenging, and pricey if not done right.

That’s why we’ve created a detailed UGC price guide, to help you understand what a UGC price is, UGC upsell rates, and factors that influence rates.

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UGC prices at Influee are 2x lower because we take only a 10% fee.

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What is a UGC Price?

A UGC price is the cost of sourcing user-generated content, particularly for paid advertisements, from skilled content creators. You can source individual UGC creators from social media platforms, or from a UGC platform or marketplace.

In any case, a creator will provide you with a UGC price list that specifies their rates for:

• Creating the raw footage
• Video or photo editing
• Adding a hook or CTA
• Usage rights
• Script writing
• Whitelisting or spark ads

What are the average UGC Prices?

While UGC prices vary, the average UGC costs anywhere from $150 to $212 per deliverable.

UGC pricing reflects your creator’s skill levels (among other things), but a higher price doesn’t always mean better work. Just because a creator has the skills you need, not all creators are suitable for your brand or business.

UGC Price at Influee

The average cost of UGC content is $150 to $212 when working directly with UGC creators. However, these rates become much more affordable when working with a UGC platform like Influee, which can help reduce the costs of UGC content.

Compared to the other platforms that charge $100 or more per video with minimal edits, Influee helps you stretch your marketing budget further. With our subscription plan, brands access:

• Unlimited campaigns
• Unlimited content revisions
• Unlimited content per collaboration
• The option to collaborate with 20 to 200 creators monthly

On top of that, the "UGC upsells" (usually charged extra) are already included in the price of the collaboration and the subscription:

• Scroll-stopping hooks
• Powerful CTAs
• Brand content rights
• Content in line with branding
• Magic Script generator for winning UGC scripts
• Creative Strategist for content ideas based brand’s competitors
• Complete control over the content
• B-roll, music, sound effects, subtitles (65+ languages)

Think about it: collaborating with an individual creator you find on Instagram, TikTok, Fiverr, or Reddit might cost you somewhere between $600 and $800 for four UGC videos, and that’s just the bare minimum - raw video footage without any extra edits.

With Influee, you can stretch your budget further.

• A monthly platform subscription from 200€
• 10% marketplace fee for creator collaborations (which is low compared to other UGC platforms, which easily take 50%)
• Creator prices start as low as 25€ per video (we don't like to call them cheap UGC creators, they're just very affordable and they set their own prices. With unlimited revisions, you only pay for the content you are 100% happy with)

Factors Influencing UGC Rates

UGC rates vary from creator to creator, so let’s take a look at a few of those factors to understand how to price UGC content.

Content Creator Expertise

A creator’s skill influences their UGC rates. A beginner UGC creator might charge less, but creators with professional video or photo editing skills charge more. The cost also depends on the editing tools they use and their experience in the niche, especially if it’s a difficult-to-connect-with niche.

Content Type and Format

The kind of content and format you want for your brand’s advertising also influence the UGC price. The costs for photos and videos are different because of the work involved in creating and editing them.

Different content types include:

• Different types of UGC videos (unboxing, testimonial, problem&solution, etc.)
• Product or lifestyle photos
• Instagram Stories or Reels

Industry and Niche Demands

If your industry or niche is highly competitive, that can affect the costs of your advertising. More competition means you’ll probably need to spend just a bit more to create ads that demand attention.

Highly competitive niches and industries also have to compete to hire the best UGC creator. The more in-demand your favorite UGC creator is, the more they might charge for their work.

Timeline and Urgency

Finally, turnaround time affects UGC pricing. If you need a video or photo for an ad campaign entirely produced within five days, your UGC creator will likely add a fee for the rush project.

Types of UGC Upsells

UGC advertisements are often professionally produced videos (and photos) with an authentic, user-created feel- that’s where their power comes from. And that’s why UGC creators are such an important factor in marketing- creating professionally edited videos with a raw, homemade feel is a unique skill that requires practice, tools, and experience.

This UGC content creates trust with your audience because it looks like an honest recommendation from a friend, instead of polished salesy branded content. That is why edits and personalized touches on UGC videos can quickly increase the final cost of the video.

Types of UGC upsells and UGC rates per deliverable.

1. Raw, unedited footage: 30 - 50% of the Base Price

Raw, unedited footage is a video or photo a creator takes without adding professional or personal touches, like your brand’s logo. This is an excellent option to add your spin to your UGC campaigns.

2. Fully edited video: $150 - $250

A fully edited video is a video created using video editing software. It may include edits like transitions, B-roll footage, music, or sound effects. This type of content takes more time to produce than an unedited video, which is why it usually costs more.

3. Hooks/CTA Variations: 30 - 50% of the Base Price

Hooks and CTAs are critical for the success of your UGC campaign.

You only have about two seconds to capture your audience’s attention before they scroll on. If your UGC ad doesn’t hook your audience right away, you’ve already lost them before you’ve started.

CTAs help persuade your audience to purchase your product or services. CTAs are necessary because they tell your audience exactly what you want them to do.

Since these two features are so important in an ad, they cost extra. Normally, expect to pay an additional $50 to your overall UGC cost. Expect to pay extra fees for hook and CTA variations.

Pro tip: Did you know that placing your CTA at the end of a short-form video can increase conversions?

4. UGC Script Writing: $50 - 150

For a great video ad, you’ll need a great UGC script, which helps your creator stick to the brand’s voice and tone while also giving them an idea of the message you want to convey to your audience.

You can write your UGC script yourself, or let the creator do it for you, for an additional fee. However, with Influee, you can use the Magic Script generator instead. The best part? It’s free and based on top-performing video ads on the market!

5. Usage Rights: 30 - 50% of the Base Price

To create an advertisement for your brand, you’ve got to pay particular attention to usage rights. Violating copyright infringement laws can land your brand in hot water— and that’s the last thing you want!

Depending on the type of content your creator includes in your UGC, you might notice an additional fee on your invoice. This is to cover the licensing fees for certain images, videos, or music. You can expect an additional fee of 30-50% of your base fee.

6. Whitelisting/Spark Ads: 30% of the Base Price

If you’re exploring influencer marketing, consider using whitelisting or TikTok Spark Ads—they’re essentially the same thing.

Whitelisting allows your UGC to be promoted from a creator’s account instead of your brand’s, boosting trust and authenticity through transparency.

You won’t need a formal brand deal, but you’ll still need to compensate the creators or individuals running the ad, usually around 30% of the base rate.

7. UGC Photos: $50 - $150

UGC photos are an excellent way to showcase your brand. Photos like before and after pictures highlight happy customers who love your brand and see an improvement in their pain points by using your product or service. They’re great for sharing across social media, like Instagram, to help build trust in your brand.

A UGC photo price may vary depending on how many images you want to include in your campaign.

8. UGC Packages & Bundles: Varies

Some creators create UGC packages and bundles to help offset costs for brands. These packages and bundles usually include a limited number of edits, along with a specific type of content (like photos or videos) for your campaign.

You can expect to pay around $170 per video in your bundle.

A UGC Price List Example

Your brand needs a fully edited video with a powerful hook, and a great, relatable script.

An individual UGC creator would charge:

• $150 UGC video price
• $50 for two different hooks
• $100 UGC script
• $50 usage rights

Altogether this makes about $350 per single video and one creator collaboration.

Inlfuee collaboration cost:

• Platform subscription: $200 (upsells, hooks, UGC script, revisions included)
• 10 different creator collaborations ($35 per video per creator): $35
• 10% marketplace fee: $3.5
• Content rights belong to you

Together this is about $240 - for one video, everything included (you can get more than one video per collaboration).

Use the remaining $110 to invest in two more collaborations and get unlimited content for your paid campaigns, organic social media, or website. The UGC price per month decreases with long-term collaborations.

UGC Rates vs. Influencer Rates

UGC creators are not the same as influencers, which is why the cost of content is equally different. We’ve already talked in great detail about UGC vs influencers, but just to recap, influencers have a large following on social media. They also know the market potential of their audience, which is why they charge a high fee to collaborate with them.

UGC creators, however, are paid based on their skills (creating engaging videos, script writing, creating powerful hooks, etc.) and the content they create for your brand.

UGC prices are based on:

• Content type
• Usage rights
• Hooks and CTAS

Influencer prices are based on:

• Audience size
• Engagement
• Niche relevance

FAQ

Is UGC cost-effective?

UGC is cost-effective. UGC creators save brands time and money while producing paid advertisements, such as photos and videos, at scale.

How effective is UGC?

UGC is very effective. Research shows UGC marketing can be up to 20% more effective than traditional marketing methods.

Is UGC legitimate?

UGC is legitimate. UGC is advertising for your brand created by content creators. It consists of professionally created photos or videos with an authentic, user-created feel to help build trust with your audience.