UGC rate calculator
Work out an indicative range for a UGC assignment from your experience, video length, production complexity and the extras you are asked for. The result is a starting point for negotiation, not a rate card.
Calculator form
Indicative estimate
Your indicative UGC rate
Your estimate will appear here
Fill in the form and press “Calculate rate”. You will not see a figure until then.
- Pick your market and your experience level.
- Describe the job: videos, length and complexity.
- Press “Calculate rate” or load the example.
- Low
- —
- Reference
- —
- High
- —
An indicative range to negotiate with, not a rate card. It excludes usage licensing and taxes.
How that number is built
Each row shows the low — high range. The reference is always their midpoint.
| Item | Amount |
|---|---|
| Price per video | |
| Base creation fee | |
| Additional hooks | |
| Additional revisions | |
| Raw footage | |
| Rush | |
| Other extras | |
| Subtotal | |
| Package discount | |
| Total |
Assumptions applied
Worth noting
What this tool calculates
This calculator estimates the production side of a UGC assignment: what it costs to conceive, shoot, edit and deliver the content. It returns a range with three figures: low, reference and high.
It does not include the price of the brand publishing the content on its channels for a set period. That is a licence, and it is priced separately with the usage rights calculator. Blending both into a single figure is the most common mistake when quoting UGC.
It also adds nothing for paid advertising, amplification from your handle or exclusivity: those are licensing terms, not production.
What moves the price
- Experience
- Sets the starting range. It is the only input that fixes the baseline; everything else moves it up or down.
- Length
- A 60-second video takes more scripting, more shooting and more editing than a 15-second one.
- Production complexity
- Location, props, extra people on camera and post-production are hours the price has to reflect.
- Number of deliverables
- Price scales with quantity, and the package discount is yours to decide: the calculator never applies one on its own.
- Hooks and revisions
- An alternative opening is new work, and unlimited revisions quietly turn a fixed-fee job into unpaid hourly work.
- Raw footage and urgency
- Handing over unedited files or pushing other work aside for a 48-hour deadline are separate items. We suggest no default surcharge: you set the percentage.
What it actually returns
The result is an indicative range, not a correct rate. We give three figures because an exact number would suggest a precision that does not exist: low and high bound the negotiation, and the reference is always their midpoint.
There is no universal rate for a creator's work. Two people with the same experience can legitimately charge very different prices: the sector, the country, the production workload or their negotiating position.
Base range by experience
Starting point for a 30-second video at standard complexity. These are indicative references put together by the project, not official rates or figures published by any body.
| Experience level | Spain · euros (EUR) | International · US dollars (USD) |
|---|---|---|
| Beginner | €75.00 – €120.00Derived medium-low | $100.00 – $180.00Derived medium |
| Intermediate | €120.00 – €250.00Derived medium | $150.00 – $300.00Derived medium |
| Experienced | €250.00 – €400.00Our own heuristic low | $300.00 – $500.00Our own heuristic medium-low |
| Specialist | €300.00 – €600.00Our own heuristic low | from $500.00, ceiling you setOur own heuristic low |
Every range carries its nature and its confidence level. None is an official rate: they are references to negotiate with.
From a source: a figure taken from an identifiable source. Derived: a transparent synthesis of several sources. Our own heuristic: the project’s own criterion, with no external source. No preset: we propose no value and you enter it.
Reviewed on 24 August 2026. The sources consulted and their limitations are on the sources page.
Factors and surcharges we apply
All of these are our own heuristics: project criteria, not market data. The percentages can be edited inside the calculator.
| Item | Value |
|---|---|
| Length: 15 seconds | 0.85 |
| Length: 30 seconds | 1.00 |
| Length: 60 seconds | 1.25 |
| Length: other | You set it |
| Complexity: Simple: at home, natural light, no props | 0.90 |
| Complexity: Standard: several shots and normal editing | 1.00 |
| Complexity: Elaborate: location, props or demanding post-production | 1.25 |
| Surcharge per hook | 10 % |
| Surcharge per revision | 10 % |
| Raw footage surcharge | 0 % |
| Rush surcharge | 0 % |
| Other extras | 0 % |
| Discount applied | 0 % |
Nature: our own heuristic, or no preset at all. It comes from no external source and can be edited inside the calculator.
From a source: a figure taken from an identifiable source. Derived: a transparent synthesis of several sources. Our own heuristic: the project’s own criterion, with no external source. No preset: we propose no value and you enter it.
Reviewed on 24 August 2026. The sources consulted and their limitations are on the sources page.
Benchmark and heuristic: the difference
- Base range by experience
- Not every tier has the same backing: the beginner and intermediate ones are derived from what several UGC platforms publish, and the higher ones are our own criterion. Each cell in the table says which, with its confidence level.
- Our own heuristic
- The length and complexity factors and the surcharge percentages. They come from no external source: they are our criteria, which is why you can change them in the calculator.
- Your own value
- Everything you enter: quantity, extras, discount and, if you pick the custom market, the entire base range.
The order it is calculated in
Each step applies to the result of the previous one, and nothing is rounded in between: rounding to two decimals is presentation only.
- Base range by market and experience.
- Length factor.
- Complexity factor. The result is the price per video.
- Number of videos. The result is the base creation fee.
- Additional hooks, as a percentage of the base creation fee.
- Additional revisions, with the first round already included.
- Raw footage, urgency and other extras, also on the base creation fee.
- Package discount, on the sum of base creation fee and extras.
What the result excludes
- Usage licence, paid advertising, amplification from your handle and exclusivity.
- Taxes, withholdings and platform or agency fees.
- Reimbursable costs such as shipping, travel or buying product.
- Any sales commission arrangement.
The project's general methodology
The criteria shared by every calculator in the project, and the limits that apply to any estimate, are described on the methodology page.
Sources
The base range in this calculator is an indicative reference put together by the project and does not yet rest on any verified external source. When one exists, it will be published with its review date on sources and updates. We would rather say so than cite a reference we have not checked.
Frequently asked questions
Is the result the rate I should charge?
No. It is an indicative range to start negotiating from. The calculator does not know your sector, your client history or what the brand has budgeted.
Does a UGC rate include posting on my own profile?
No. If the brand wants the content on your profiles too, that is a collaboration with your audience and it is estimated with the influencer rate calculator.
What if the brand wants to run it as a paid ad?
Then it needs an advertising usage licence. That is quoted separately with the usage rights calculator, because its value depends on channel, term and territory, not on what the shoot cost.
Why does the currency not convert when I switch market?
Because a rate is not a conversion. The international range in dollars is not the Spanish range in another currency: they are markets with different budgets.
Can I start from my own rates?
Yes. Pick the custom market and enter your minimum, your maximum and your currency. The calculator will apply the remaining factors to your range.
Is anything I type stored?
No. The whole calculation happens in your browser. There is no server, no account, no cookies and no local storage: reload the page and nothing remains.
Can I show this calculation to the brand?
Yes, and that is the best use of the tool. Below the result you get the full breakdown, the assumptions applied and where each figure comes from. “Copy summary” gives you all of that as text to paste into your quote email.
Does the rate include tax?
No. The range is your fee before tax: it does not include VAT or its equivalent in your country, withholdings, or platform and agency fees. All of that is added afterwards, depending on how you invoice.
What if they ask for several versions of the same video?
It depends on what a version is. A different cut of the same footage is closer to an extra hook; a new shoot is another video. “Hooks and revisions” covers both cases, and the number of videos multiplies the base range.
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