Figuring out your rates as a UGC creator can feel like trying to work out what’s coming next in White Lotus. A complete guessing game. As a UK creator, it’s even harder.
With no clear industry standard, determining what to charge — and more importantly, what brands are willing to pay — can leave you second-guessing. While some creators charge hundreds per video, others settle for pennies. With so many variables at play, it’s tough to figure out where you fit in.
If you’re wondering how much to charge for UGC in 2024, this guide will break it down for you.
What are the average UGC rates in the UK?
The UGC market is still evolving, meaning rates can vary significantly.
Luckily, thanks to our sister UGC agency, we can give you the picture of exactly what that variance looks like right now. Here’s the UGC rates in the UK look like in 2025:
Note: These figures reflect base rates for one piece of content with standard usage rights. Upsells and add-ons can significantly increase your total fee (more to come on that later).
🚨 BIG FAT CAVEAT:
These rates will apply to working directly with brands, if you’re working with an agency, you’ll be earning significantly less (and with good reason). A good agency will take away a lot of the leg work for you: creative briefing, potentially concepting and scripting, liaising with the clients and managing contracts and payments. They will also often come with more than one client, which frees up your plate to just focus on the content. Where you might charge a brand £140 for a single video, you might only take away £105 from an agency for the same content, but with significantly less output required. Know your worth, but know that when agencies offer less than your ‘typical rate‘ it doesn’t mean they are lowballing you.
How to set your UGC rates
When pricing your services, consider:
[1] YOUR EXPERIENCE
Your level of experience plays a huge role in how much you can charge for your UGC services. We surveyed our creators to get a feel for the average UK UGC creator rates, and the numbers were telling.
New creators (with less than 3 months of experience) charged anywhere between £50 to £100 per video, with some charging even less than £50. And that’s ok. At this stage, many creators are still building their portfolios, experimenting with different styles, and figuring out how to position themselves in the market. If this is you, don’t feel any type of way about this. We all start somewhere.
If you’ve been creating UGC for 3 to 12 months, you’re likely to be should be charging in the range of £100 to £170 per video. Creators in this category often start securing repeat clients and refining their workflow, making them more efficient and confident in their pricing.
For those with over 2 years of experience, pricing varies significantly, but 75% of experienced creators charge at least £100 to £170 per video, with nearly 20% charging upwards of £250+. At this level, creators often have a solid portfolio showcasing results, long-term brand partnerships, and a clear understanding of their unique value. Many also offer premium packages, licensing rights, and strategic content planning services, further increasing their earning potential. This is your holy grail.
[2] THE DELIVERABLES
Experience aside, are you creating one video or an entire campaign?
Consider how much time and effort the project requires.
A single UGC video might take a few hours, but if the brand requests multiple variations, edits, or additional formats, that should be reflected in your pricing.
[3] BRAND SIZE & BUDGET
Big brands often have larger budgets, while small businesses may be more limited. Adjust your rates accordingly but avoid undervaluing yourself. If a brand is investing heavily in paid ads using your content, ensure your compensation reflects its value.
[4] THE RISK FACTOR
Consider the long-term implications. If your content is used by a brand indefinitely, that should be reflected in your pricing. Usage rights and exclusivity agreements should be clearly outlined in your contract to ensure that you’ve got fair compensation for extended use.
Think about it this way — do you really want your face popping up in an ad for thrush cream or hair removal products five years from now? What about a dating app ad running indefinitely with your video, long after you walk down the aisle? If a brand wants to use your content forever, you should be getting paid accordingly. Don’t sell yourself short!
But what about usage rights?
Usage rights, schm-usage rights.
This will be controversial, but I think we’re in a great position to weigh in on this topic. As a creator platform created by an agency, we see both sides of the creator workflow. ‘CHARGE FOR USAGE RIGHTS’ is often shouted from the rooftops without the knowledge of how brands or agencies work.
The typical advice from UGC creators is that most base rates include organic social media use only. If a brand wants to run paid ads with your content, you should charge a licensing fee. This looks something like:
- 3-month ad usage: +30-50% of base rate
- 12-month ad usage: +100% of base rate
But this advice is often given without considering the brand or agency on the other side of that email. Most brand campaigns use more than one UGC creator. Most agencies have more than one brand on the books. Tracking ad-usage and creatives can quickly become a headache, and one that many brands and agencies just won’t contend with.
Playing devil’s advocate here: UGC creators are being paid to create the content solely for brand use. If the brand can’t then use it, what’s the point in using that creator in the first place?
Our advice? Don’t burn bridges before you’ve crossed them.
Instead of making usage rights an aggressive afterthought, bake them into your pricing from the start. Set a clear standard for how long a brand can use your content and what that includes. For example, instead of charging a base rate and then tacking on licensing fees, you could set your pricing so that every package includes 12 months of paid ad usage by default. If a brand wants exclusivity or extended use, that’s when you can bring in additional charges.
The key is balance — ensuring you’re fairly compensated without making yourself difficult to work with.
Brands are looking for hassle-free partnerships, and being upfront about your usage terms (without making them feel like a legal minefield) makes you a more attractive creator to hire.
Should you offer UGC bundles?
Brands often want more than just one video — they want multiple pieces of content that either work together as part of a larger campaign or that they can test. In the paid advertising space, nothing is proven and the more they can test the more efficient they can be with their ad spend.
Offering ‘bundled’ pricing not only makes your services more attractive to brands but also ensures that you maximize your earnings without constantly chasing new clients for one-off projects. Instead of selling a single video and hoping the brand returns for more, a well-structured bundle helps you lock in repeat work and secure higher-paying deals from the start.
For example, a standard UGC bundle pricing structure might look like this:
- 1 video – £150
- 3 videos – £400 (£133 per video)
- 5 videos – £650 (£130 per video)
By offering a slight discount for bulk orders, you provide the brand with more value while also increasing your overall project revenue. A brand that might hesitate to book one video at £150 could be much more inclined to commit to three videos for £400, knowing they’re getting a better deal per video.
Additionally, consider adding extra incentives like quick turnaround times, different aspect ratios for multiple platforms, or simple variations of the same content (e.g., different hooks or calls to action). Upsells, if you will.
Think of these as your ‘add-ons’ at Starbucks. You could order a latte, sure. You’d get your caffeine hit, a warm drink, but the joy? Missing in action. What really brings it to life is the oat milk. The three pumps on sugar-free vanilla. A dash of cinnamon. The upsells. Same goes for UGC.
UGC upsells: how to earn more
The real money in UGC? Upsells. These small add-ons can double or even triple your earnings on a single project. Brands are already investing in content—why not make it worth their while (and yours)?
Raw Footage (+30-50% of base rate)
Brands love repurposing content. Selling raw footage lets them create multiple variations, which means less work for you and more value for them. Think of it as your b-roll bonus.
Multiple Hooks & CTA’s (+£30-£50 each)
Different intros and calls to action can improve ad performance. Brands A/B test their ads all the time, and this is a really easy way to increase the value of your job.
Whitelisting/Spark Ads (+30% of base rate per month)
If a brand wants to run ads from your account, they’re borrowing your credibility. That means they should be paying for it.
Organic Content (£120-£200)
Keeping up with trends is a full-time job. If brands want to add on content with trending audio, edits, or formats, charge accordingly.
What does this look like?
Let’s say you’re a new UGC creator charging £150 per video. Instead of just delivering one video, you manage to upsell to:
- 3 videos (£400 bundle price)
- 2 extra hooks per video (£50 each)
- 3 months of whitelisting one of the videos (£100 per month)
Final Price: £1,000
Without upsells, you would have only made £150! See the difference?
Final thoughts
There’s no magic formula for UGC pricing, but there is one golden rule: charge for the value you bring, not just the time you spend. Whether you’re creating one-off videos or locking in long-term collaborations, your rates should reflect your skill, effort, and impact.
So, don’t be shy.
Set your prices with confidence, leave room for negotiation, and always—always—charge what you’re worth. If you want to charge more, get better.
📋 TL;DR
✅ Base UGC rates – £100-£300 per video, depending on experience.
✅ Bundles – Offering discounted multi-video packages can attract brands.
✅ Upsells – Charge for usage rights, raw footage, extra hooks, and whitelisting.
✅ Paid ad licensing – Brands running ads with your content should pay a monthly fee.
✅ Set rates based on value – Your expertise and the brand’s budget should guide your pricing.
