UGC rate calculator.
Work out what to charge for UGC videos, photos, and sponsored posts, with usage rights, whitelisting, exclusivity, and buyouts priced in, not guessed.
Suggested rate
€125
Typical range €100 – €150
1× UGC video (base rate)€125
The rate is step one. Send it as a deal link and the brand can approve the price and usage rights, get the invoice, and pay, all in one place.
Rates are a starting point, not a rule. Your niche, audience, and the brand's budget all move the number.
Typical rates in 2026
Base rates for organic usage, before add-ons. Your niche, region, and the brand's budget all shift these. Treat them as a floor for negotiation, not a ceiling.
| Deliverable | Starting out | Established | Pro |
|---|---|---|---|
| UGC video, up to 15s | €100 – €150 | €180 – €270 | €320 – €480 |
| UGC video, 30–60s | €135 – €200 | €245 – €365 | €430 – €650 |
| UGC photo (each) | €50 – €70 | €80 – €120 | €130 – €190 |
| Instagram Reel (10k followers) | €80 – €125 | €95 – €145 | €120 – €180 |
| TikTok video (50k followers) | €410 – €610 | €480 – €720 | €600 – €900 |
The fine print that changes the price.
Two identical videos can be worth wildly different amounts depending on what the brand may do with them. Price the rights, not just the work.
Organic usage
The brand posts your content on its own social channels. This is the baseline most rates assume, usually included for a limited window of 30 to 90 days, not forever.
Paid ad usage
The brand puts media budget behind your content. Your face sells their product at scale, so charge for it: +30% for 30 days is a common floor, and perpetual ad rights should cost more than double the base rate.
Whitelisting & Spark Ads
The brand runs ads from your account (Instagram whitelisting or TikTok Spark Ads). It borrows your credibility and affects what your audience sees, so charge an extra 30–50% on top.
Exclusivity
You agree not to work with competing brands for a period. That's lost income, so price it per month: around 10–20% of the deal per month of exclusivity in your category.
Raw files
Unedited footage the brand can recut forever. Once raw files leave your hands you lose control over the edit, so +20–30% is standard.
Full buyout
The brand owns the content outright, and all licenses collapse into a transfer of ownership. Charge at least double your base rate, because there is nothing left to relicense later.
Pricing questions creators actually ask.
- How much should I charge for a UGC video?Most creators charge €100–€480 per UGC video depending on experience, length, and usage rights. A starting creator is typically fine asking €125–€150 for a 15-second video with organic usage; established creators charge €225 or more, and experienced UGC creators €400+. Usage rights move the number the most: paid ad usage or a buyout can double it.
- What is a usage fee and when do I charge one?A usage fee is the extra you charge when a brand distributes your content beyond its organic channels, most commonly paid ads. Charge it whenever the brand plans to run your content as an ad, whitelist your account, or keep rights longer than ~90 days. A common structure is +30% of the base rate per 30 days of paid usage.
- Should I charge more for whitelisting or Spark Ads?Yes. Whitelisting (Instagram) and Spark Ads (TikTok) let the brand run ads directly from your account, borrowing your name and credibility. An extra 30–50% on top of your base rate is the going range.
- How do follower count and engagement affect sponsored post rates?A rough industry baseline is €10–15 per 1,000 followers for an Instagram Reel or TikTok video, then adjusted for engagement. If your engagement rate is well above the ~3% average, you can justify meaningfully higher rates. Engaged audiences are what brands actually pay for.
- Do these rates include VAT?No. Quote your rates excluding VAT and add it on the invoice where applicable. If you invoice brands in the EU, VAT handling depends on your registration and where the brand is established. Make sure your invoice states it clearly.
- What if a brand says my rate is too high?Negotiate scope, not price. Remove deliverables, shorten the usage window, or drop raw files instead of discounting the same work. A rate cut with identical scope just resets what you'll be offered next time.