How much should a UGC video cost?
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UGC rate calculator
What is a UGC video worth? It depends on the format, the creator's experience and the usage rights, which usually weigh more than the format. Pick your market and the calculator builds a range in USD.
Frequently asked questions about UGC rates
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What is UGC content?
UGC (user-generated content) is content made by a creator in the style of an everyday person, meant for the brand to publish on its own channels or run as paid media. What is bought is the piece, not the creator's audience.
How is it different from influencer content?
In an influencer collaboration you pay for the post on the creator's profile, and the price depends on their reach. In UGC you pay for the piece and for the rights to use it: a creator with 2K followers can charge the same as one with 200K if the video is just as good.
What are usage rights?
They are the permission, with a defined scope and term, for the brand to use the content. The base price in this calculator covers organic use on the brand's own channels; running the piece as paid media, taking it to other markets or using it with no time limit is priced separately.
Why does it cost more if the content runs as paid media?
Because the scale changes. Organically the piece reaches the brand's followers; as paid media it can reach millions with spend behind it. The longer the ad usage term, the bigger the uplift: that is why the 6-month option costs more than the 30-day one.
What is category exclusivity?
It is the creator's commitment not to work with competing brands for the length of the agreement. It is priced separately because it closes off income: while it is in force they cannot take campaigns in that category.
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What is a full buyout?
It is the broadest license: the brand uses the content with no time limit and without asking again. It is the most expensive option, and it is worth putting in writing whether the creator can still show the piece in their own portfolio.
What do I charge if I am just starting out?
Start at the entry band for your market and move up as you have published pieces and results to show. Charging far below the range speeds nothing up: most brands discard proposals that fall outside the range at either end.
Can it be paid in product only?
It happens, mostly with creators who are starting out, but it only works when the value of the product comes close to the rate and the creator would keep it anyway. Once the deal includes usage rights or exclusivity, product alone stops being reasonable compensation.