How much to charge for a UGC video
A 30-second UGC video with standard production sits in a low three-figure range. What moves that range is not your follower count: it is the length, how complex the production is, the extras you are asked for and — above all — whether the brand is going to run the content as an ad.
Scope International market, in US dollars. For Spain in euros, switch the reference market in the calculator.
The short answer
A UGC video price is built in two steps: first a starting range based on your experience, then a set of factors that multiply it or add a percentage. There is no official rate card because no organisation publishes one, so the honest thing is to talk about ranges and about why they move.
What matters most is what is NOT inside that fee: shooting the content and licensing it are two different things. If the brand wants to run your video as a paid ad, that is a licence and it is quoted separately. It is the confusion that costs creators the most money, and creating content versus licensing it covers it in full.
Production and licence: two lines, not one
- Production
- What it costs to make the video: script, shoot, edit, revisions and delivery. Paid once, driven by your time and your kit.
- Licence
- Permission to use it: which channels, for how long, in which territory. Driven by the value the brand extracts, not by the effort of the shoot.
- Why split them
- The same shoot can be worth the same to two brands and carry very different licences. Rolled into one figure, the licence ends up being given away.
What moves the price, heaviest first
- Experience
- Sets the starting range. It does not measure followers: it measures whether you can deliver a usable video first time, with clean audio, decent light and the message that was briefed.
- Length
- A 60-second video does not cost twice a 30-second one, but it does cost more: more script, more takes, more editing. The calculator applies a factor, not simple arithmetic.
- Complexity
- One fixed shot talking to camera and a piece with several locations, props and careful editing are not the same job, even at the same length.
- Extra hooks
- Different openings to test which performs best. Usually editing work on the same footage rather than a new video, which is why they are charged as a percentage.
- Revisions
- The sensible approach is to include one round and price the next. Without that number written down, revisions never end.
- Raw footage
- Handing over the original files hands over the ability to make other cuts without you. It is not a minor extra.
- Rush delivery
- A deadline that forces you to move other work has a real cost. It is the item most often given away and the easiest to justify.
A worked example with real numbers
This calculation is run by the calculator's own engine when this page is generated, with the same numbers you would get:
- Market: international, in US dollars
- Experience: intermediate
- 1 video, 30 seconds
- Standard production
- No extras
- Low
- $150.00
- Reference
- $225.00
- High
- $300.00
It is a range to negotiate with, not a closed market price. And it does not include usage rights or tax.
How to read that range
The three numbers are not three different prices for the same work: they describe the same job in three scenarios. The low end makes sense when the job is simple, there is no rush and the client is a repeat one. The reference is the midpoint of the base range. The high end shows up when there is complexity, a short deadline or terms that restrict you.
One approach that tends to work is to ask for the reference and show all three numbers. It turns the conversation into “what is included” rather than “that is expensive”, because the brand can see the price moves for concrete reasons rather than through haggling. It is not the only valid approach: in some sectors a single closed price is the norm, and there the range is for you to decide with, even if you never show it.
What we would not recommend is defaulting to the low end. If the job carries three hooks, two extra revisions and raw footage, the low end describes a different job from the one you have been asked for.
The same video, with extras
The same job with two extra hooks and one extra revision round, both at the 10% the calculator ships with:
- The same inputs as above
- 2 extra hooks at 10%
- 1 extra revision at 10%
- Low
- $195.00
- Reference
- $292.50
- High
- $390.00
Add-ons are worked out on the base and never compound: 10% and another 10% are 20% of the base, not 21%.
What the fee includes and what it does not
- Included
- The production described: script, shoot, edit, the agreed revision rounds and delivery in the agreed format.
- Not the licence
- Posting the video on the brand's channels, putting money behind it or keeping it live for months are uses, and they are quoted separately.
- Not your own profile
- If the brand also wants the content on your channels, that is access to your audience and it is estimated with a different tool.
- Not exclusivity
- Not working with competitors for a period is lost opportunity and it belongs on its own line.
- Not tax or expenses
- The range is your fee before tax, and without travel, equipment hire, hiring third parties or buying product.
Common pricing mistakes
- Giving one global figure with no breakdown: the only lever the brand has left is asking for it to come down.
- Charging for the production and giving away the licence, which is often the most valuable part of the deal for the buyer.
- Accepting “a few revisions” with no number: the job stretches for weeks and your effective hourly rate collapses.
- Discounting for volume before the brand asks, out of habit rather than calculation.
- Working for product or for “exposure”: it pays neither your kit nor your hours, and it sets a precedent that is hard to undo.
- Using follower count to price a video that never appears on your own profiles.
Before you send the rate
- Do I know how many pieces, at what length and in which format?
- Have I said how many revision rounds are included and what the next one costs?
- Have I asked where it will be published and for how long?
- Is paid advertising involved? And which account would it run from?
- Am I being asked for exclusivity? In which category and for how long?
- Have I split production and licence into two separate lines?
- Have I said what is NOT included and how long the quote is valid?
When the brand says the budget is lower
The answer that tends to work is not lowering the fee: it is adjusting the scope. If the budget does not reach, you cut what is delivered — fewer pieces, fewer hooks, fewer revisions — or what is granted — shorter term, fewer channels, no exclusivity. The price for the same work holds, and the conversation stops being about your worth and becomes about the job.
A concrete example: faced with “we have half the budget”, a reasonable counter is the same piece with a 30-day organic licence instead of 90 days of paid advertising. The brand decides whether the use is worth it; you have not worked for free.
And if it still does not fit, that is fine. A job that only closes by giving away the licence stops being a client and becomes a precedent.
How far this estimate goes
The calculator does not know your sector, your history with that brand, how urgent the project really is or what has been budgeted on the other side. It orders the variables that do matter and returns a range to start from; it does not replace your judgement.
The starting range is an indicative reference put together by the project, not a rate observed in the market. The sources listed at the end offer comparison points, along with their limitations: they are averages from specific platforms, not scales by experience level.
And the figures get reviewed. Every value in the tool carries its date, and anything without backing is withdrawn rather than kept out of inertia.
Sources and methodology for this guide
What backs each claim in this guide, with its limitations in plain sight. The data comes from the project's central register: not one figure is copied by hand here.
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Market reports and rate cards
UGC pricing in Spain
Open the source UGC pricing in Spain
What it backs
- Approximate average of 74 EUR for a 30-second UGC video in Spanish campaigns
Limitations A Spanish figure drawn from active campaigns on its own platform. It is an average, not a scale by experience level.
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Market reports and rate cards
UGC and creator pricing
Open the source UGC and creator pricing
What it backs
- UGC campaigns from around 100 USD per video, rising with experience and scope
Limitations Data and practices from its own marketplace and managed services.
-
Market reports and rate cards
2026 Influencer Marketing Report
Open the source 2026 Influencer Marketing Report
What it backs
- Order of magnitude of a UGC package: around 180 USD on average
- Average creator payout around 154 USD and average campaign cost around 197 USD
- Reference ranges for the smaller audience tiers
Limitations Data from its own marketplace, not from the whole market.
Keep reading
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UGC rates for beginners: complete examples
Having no portfolio does not mean charging less for the same work: it means starting at the low end of the range and moving up as you deliver.
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What to include in a UGC quote
A UGC quote that gets approved quickly always has the same lines: what you deliver, how many pieces, which revisions, which rights, for how long, when you get paid and what is excluded.
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How to charge for UGC usage rights
Usage rights are charged as a percentage on top of your creation fee, not as a separate figure pulled out of the air.