First off—let’s just take. a. moment.

You’ve got brands landing in your inbox with retainer offers. Even if the pay rate makes you cringe a little, think back to when landing a four-figure project felt completely out of reach. You’ve put in the work, and it’s paying off.

Now, is this the one? Maybe not. But it won’t be the last. 

I can’t tell you whether or not a fee is worth it—but I can give you industry standards and a few key questions to ask yourself before making a decision.

Here goes…

First, let’s do some quick math:

• £1,500 ÷ 35 videos = £42.85 per video
• If each video takes you 3 hours (ideation, scripting, filming, editing, revisions), that’s £14.28 per hour — before taxes, tools, and expenses. 

For most experienced creators, this is low. But that doesn’t mean it’s an automatic no.

Ask yourself these 3 questions:

1️⃣ What’s your minimum hourly rate?
Before you even consider an offer, set a minimum hourly rate you’re happy with. If you’re cool with £14.28 an hour for steady, ongoing work, then great! Time to negotiate or walk away.

2️⃣ What’s the scope and usage?
Are these just for organic posts, or will they be used in paid ads? Is there exclusivity? If the brand gets full usage rights, you could be leaving money on the table.

3️⃣ Does it benefit you beyond the pay?

Let’s be real — £42.85 per video isn’t life-changing. But sometimes, the right projects are worth more than just money.

• Is it a dream brand?
• Does it add credibility to your portfolio?

My advice?

If you’re even slightly hesitant, counteroffer. Ask the big questions — why 35 videos? Is it easy organic content? Are they slight variations of the same script? Can you streamline the work to make it worth your time?

And if they won’t budge? You already know the answer.

The real key to growing in UGC? Knowing when to say yes — and when to walk away.

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If you want to dive deeper…

What Lydia has just spoke about is essentially lowballing.

Lowballing is when a brand offers a creator a UGC rate that is significantly below industry standards. Think ecom bros venturing into £10-per-video territory. It can feel insulting, but it’s often not meant as a personal attack. Some brands genuinely don’t understand the value of UGC, while others are testing the limits to see how little they can pay. 

Lowball offers are frustrating, but before you roll your eyes and delete the email, let’s break down why brands do this. It’s not always about being cheap — it’s often about perception, strategy, or plain old ignorance. 

And that’s where you can get the upper hand.

Why is a brand low balling you?

Brands might choose to lowball for several reasons.

Here’s what might be happening:

BUDGET CONSTRAINTS

Smaller brands or bigger brands with tighter budgets might see UGC as a budget-friendly alternative to influencer marketing.

No studio fees, no high-tier influencer rates — just quick, affordable content.

They’re already thinking in terms of cost-cutting.

TESTING THE WATERS

Some brands are still figuring out if UGC works for them. They don’t want to commit to a high budget before they see results, so they try to get content at the lowest possible cost.

Solution: Have data to back up what you’re offering. If you can demonstrate the return on ad spend for a brand in the same industry, you’re taking away a lot of the risk. If you don’t have cold, hard figures, can you show that your creative has been running for X amount of time?

LACK OF UNDERSTANDING

Not all brands understand the value of UGC. They might not see the difference between a beginner creator and someone with proven results. They may genuinely not know industry rates and, without being educated, will offer what they think is fair.

Solution: Data, data, data. Don’t tell them what you’ll do for them, show them what you’ve done for similar brands. 

YOUR CONTENT QUALITY

We’ll hold your hand while we say this, but if you’re consistently getting low offers, it might be worth a hard look at your UGC portfolio. Are you truly delivering at an industry standard, or are you still at an entry-level? Brands might not be lowballing you — you might just be at an early stage where these offers are reflective of your current skill set. 

Solution: Let’s get better, but in a fun way. The After Hours Academy is your go-to.

When to accept a low ball offer

There’s a lot of noise in the UGC community about never accepting low rates because it “ruins the industry.” We get it, we hear you, but let’s be real — not every creator is in the same position.

Some low-paying jobs actually make sense, depending on your situation. 

Here’s when it might be worth saying yes:

• WHEN THE PRODUCT ALIGNS

If a brand is offering a high-ticket product you’d buy anyway, it might be worth the trade-off. UGC doesn’t just pay in cash — it can sometimes pay in stuff. And if that stuff is something you truly want, it can be a win. One benefit of UGC is the stuff. The experiences. No one wants to admit it, but getting your hands on the fancy skincare you’d never normally splurge on is a plus. And one that is worth of a few hours of time for a new creator.

• WHEN YOU NEED THE PRACTICE

If you’re still building your portfolio or haven’t landed many paid projects, taking lower-paid projects can help you gain the experience you need. Use these projects to collect performance stats, social proof, and testimonials that will eventually help you justify higher rates.

• WHEN YOU NEED THE MONEY

The economy is hard right now. If you need the money, take the job. Taking a lower-paying job to stay financially afloat is not a failure. You don’t need to justify it to anyone. Twitter hot takes don’t pay rent. The industry will survive.

But, there has to be a limit

Most UGC creators have similar rates. A survey of UK creators found that 84% of those who had been in the industry for over a year charged between £125-200 per video. However, 75% of new creators were also charging the same rate.

With so many creators pricing themselves the same way, competition is high. And when brands see an oversaturated market, many take advantage — offering less because they know someone will say yes.

That’s why creators end up working for pennies: not because their work isn’t valuable, but because brands aren’t willing to pay industry standards.

It’s not right, but it is happening.

Before you accept these offers, just remember the following:

• Set a personal minimum rate – Work out what your actual minimum is based on how long the work takes you. If a brand offers less, negotiate or say no.
• Upsell smartly – If a brand comes in with a low offer, counter it with an upsell. Ask why they need X number of videos. Could you batch-create? Offer different formats? Increase value on your terms.
• Treat every job as the best one yet – Whether it’s a high or low rate, deliver your best work. Use every collaboration as a stepping stone to prove your results and move up the pricing ladder.

💭 Final thoughts

Low-paying jobs aren’t always bad. 

They can help you gain experience, build credibility, and strengthen relationships with brands. But there comes a point where exposure and experience stop paying the bills. When that time comes, say no, raise your rates, and move forward with confidence.

The key to success in UGC? Knowing when to accept, when to negotiate, and when to walk away. And trust me — there will come a time when you can confidently say no without hesitation. Until then, make the choices that serve you, not the opinions of strangers on the internet.