If you're starting out as a UGC Creator, one of your first questions is probably: how much should I charge for a UGC video?
There's no official rate or price that works for everyone. A simple 15-second video doesn't take the same work as a 60-second product demo with several scenes, editing, subtitles and different hooks.
So rather than copying another creator's rate, you need to understand what you're charging for, how much work it involves and what the brand will be able to do with the content once it has it.
What affects the price of UGC?
Before setting a rate, bear in mind that not every video takes the same amount of work. The price can go up or down considerably depending on the project.
The main factors to weigh up are:
Experience and portfolio. The more projects and stronger examples you can show, the easier it is to justify higher rates.
Content quality. Better filming, lighting, editing and storytelling can increase the value of your pieces.
Specialisation. Creators who specialise in certain niches can charge more when there's demand for that type of content.
Format and length. A 15-second video and a 90-second video require different levels of production.
Filming and editing. Multiple scenes, subtitles, music, voice-over or effects increase production time.
Number of versions. Extra hooks, calls to action or formats should be factored into the quote.
Revisions. It's worth setting how many rounds of changes are included and charging separately for any more.
Usage rights. If the brand will use the content in advertising, you need to agree for how long and on which channels.
Deadlines. A rush delivery can justify an extra cost.
Travel or special requirements. A specific location, other people appearing on camera or particular production needs can also push the price up.
Who publishes the content matters too. If the brand uses the video on its own channels, you're mainly charging for creating the content and for the agreed rights. If it also wants you to post it on your own profiles, your audience comes into play and that should be priced as a separate service.
How much does a UGC Creator charge per video?
There's no official UGC price list. Still, having indicative ranges can help you put together your first quotes.
As a reference, these are suggested rates per video by creator experience level:
Length | Beginner | Growing creator | Professional |
|---|---|---|---|
15 s video | €40–60 | €70–120 | €120–180 |
30 s video | €60–100 | €120–180 | €180–300 |
60 s video | €100–140 | €180–240 | €300–450 |
90 s video | €140–180 | €240–300 | €450–600+ |
These ranges are a guide, not mandatory rates or official market prices. Every creator can set their own prices and adjust them to the project's complexity, their experience, demand and the terms of the collaboration.
What's more, the base price of a video doesn't have to include every extra service or all usage rights.
How much does a beginner UGC Creator charge?
If you have a small portfolio and less than six months' experience, you can start with competitive rates while you land projects and improve your examples.
As a reference, you could aim for roughly:
€40–60 for a 15-second video.
€60–100 for a 30-second video.
€100–140 for a 60-second video.
€140–180 for a 90-second video.
That doesn't mean you should always charge these amounts. Use them as a starting point to build your own rates.
Some creators initially accept collaborations in exchange for products or services, to practise and create content for their portfolio. However, receiving a product doesn't automatically replace payment when a brand asks for professional work with a brief, deadlines, revisions or specific rights.
If you haven't worked with brands yet, you can create examples using products you already own. A good UGC portfolio should let a company quickly understand your style, the quality of your videos and the formats you can produce.
How much can an experienced UGC Creator charge?
As you build a stronger portfolio and gain experience, you can raise your rates gradually.
A growing creator with around 6-24 months' experience and an established portfolio can use ranges of €70-300 per video as a reference, depending mainly on the length and specifics of the piece.
A professional profile with several years' experience, good production quality, professional cameras and equipment and a solid portfolio can even exceed €600 per video, especially for longer pieces or projects with higher production demands.
Experience, however, isn't measured only in years or number of collaborations. The quality of your work also counts, along with your ability to interpret a brief, meet deadlines, communicate with brands and produce content tailored to different goals.
You don't need to copy other creators' rates. What matters is being able to explain what your price includes and why your work is worth it.
What extras can a UGC Creator charge for?
On top of the base price for creating a video, some work takes more time, resources or production. These extras can be charged separately, so your quote better reflects what each project really involves.
Extra hook. If a brand wants several versions of the opening of the same video to test different angles, you can charge for each additional hook. As a reference, it can be worth between €10 and €60 depending on your experience.
Scriptwriting. If the brand doesn't provide a script and expects you to develop the structure, messages and angle of the video, writing it should be treated as extra work. As a reference, you can charge between €30 and €120.
A pet on camera. Including a pet can take more filming time and several takes to get the right result. You can price this extra between €10 and €70.
A child on camera. When the content requires a child to take part, production can be more complex and need more time and preparation. As an indicative reference, this extra can range from €30 to €250.
Extra revision. Set out from the start how many revisions your rate includes. If the brand asks for more changes than agreed, you can charge between €20 and €100 per extra revision, depending on the work involved.
Extra aspect ratio. If you deliver the same content adapted to another format or aspect ratio, such as a different version for another platform, you can add around €10-50.
UGC photo. If the brand needs product photos or lifestyle content as well as videos, you can quote for them separately. The indicative range can go from €20 to €200 per photo, depending on experience and production complexity.
Outdoor filming. If the content has to be shot outdoors, you can add an extra for the time and additional production needed to find the right location, set up the shots and work with less controllable conditions such as light, noise or weather. As a reference, you can add between €50 and €200, depending on how complex the shoot is.
Travel to a location. When the content has to be shot away from home or at a specific place, factor in the travel, the time and any associated costs. As a reference, this extra can range from €100 to €500 or more.
Usage rights for advertising. If the brand wants to use the content in paid campaigns, you can charge for usage rights separately. As a reference, they're usually calculated as a percentage of the base rate, for example an extra 50% for 3 months of use.
Fast delivery. If a brand needs the content on a short turnaround, for example within 3 days, you can apply a rush fee of roughly €20-100.
These prices are a guide, not official rates. You can adjust them to your experience, the time each task takes and the complexity of the project. What matters is making it clear from the start what the base price includes and which services are charged as extras.
How to charge for UGC usage rights
This is one of the most important points when putting a rate together.
Creating a video and granting a brand the right to use it in advertising aren't necessarily the same thing.
Before accepting a collaboration, it's worth defining:
whether the content will be used only organically or in advertising too;
how long it can be used for;
on which platforms;
in which territories;
whether the brand can edit it or create new versions;
and whether there are any other terms for using the content.
You can include an initial rights period in the project and charge for extensions when the brand wants to keep using the pieces.
For example, if you decide to include 3 months of usage rights in your rate, you can then set an additional percentage for each extension. One possible reference is to charge around an extra 50% for every additional 3 months.
So if a project costs €100, a 50% extension would mean an extra €50.
There's no universal percentage for UGC rights. What matters is clearly setting out what your price includes before you deliver the content.
How to find collaborations and price your work
To land collaborations you can contact brands directly, share your portfolio and explain what kind of content you produce. You can also work with UGC agencies such as byCreators, which act as intermediaries between brands and creators and can contact you when your profile fits a campaign.
Another option is Huuk, a self-service UGC platform where brands can discover UGC Creators and manage their collaborations directly. As a creator, you can show your profile, set your prices and receive proposals from brands interested in your content.
When you receive a proposal, don't quote a price before you understand exactly what the brand needs. First check:
how many pieces you need to create;
length and format;
whether you need to write the script;
whether you need to deliver the edited video or the raw files too;
whether they need extra hooks or versions;
how many revisions are included;
where the content will be published;
whether it will be used in advertising;
how long they need the rights for;
and what the delivery deadline is.
With that information you'll be able to put together a much more accurate quote.
What should you consider when invoicing as a UGC Creator?
If you're paid to create content for brands, you need to take into account the tax and social security obligations that apply to your activity.
The rules depend on the country where you live and pay tax. In most countries, earning money regularly from an activity means registering as self-employed or freelance, invoicing your clients and declaring that income. Depending on your country and your turnover, you may also need to charge VAT or a similar sales tax.
So don't rely on simplified rules like “if I earn less than X I don't need to register”. Thresholds and obligations vary from country to country, and what usually matters is whether the activity is regular, not just how much you earn.
If you're going to start charging regularly for UGC collaborations, speak to an accountant or tax adviser in your country to find out which obligations apply to your situation.
How to improve your rates over time
Your prices don't have to stay the same forever.
As you improve your portfolio, raise your production quality, attract more demand or develop a specialisation, you can review your rates gradually.
Some good practices:
start with competitive rates if you're still building your portfolio;
raise your prices as your experience and demand grow;
charge separately for extra work;
clearly limit the revisions included;
define usage rights;
review your prices regularly.
Avoid copying other creators' rates without looking at what they offer. Two 30-second videos can cost completely different amounts if one needs a single take and the other needs a script, five scenes, voice-over, editing, subtitles and advertising rights.
Your rate should reflect the real work the project requires and the value of the rights you're granting.
There's no single answer to how much a UGC Creator earns. As an indicative reference, a video can start at around €40-60 for a short piece by a beginner and go beyond €600 for professional profiles or more demanding productions.
Length is only part of the price. Experience, quality, editing, revisions, extras, deadlines and usage rights can change the final quote considerably.
If you're starting out, use these ranges as a guide, build a portfolio that shows what you can do and define clearly what each rate includes.
