If you’re a brand or small business owner thinking about hiring a content creator this year, you’re probably asking the same question I hear all the time: how much should we be paying?
Whether it’s for a product review, an unboxing video, or lifestyle photos that look native on social media, the world of UGC (user-generated content) has shifted and so have the rates.
I’ve worked with both sides of the table: brands trying to stretch tight budgets and creators trying to price their work fairly. In 2025, there’s no one-size-fits-all answer, but there is a smarter way to approach it.
This guide breaks down average UGC rates, licensing fees, usage rights, and how to budget for creators.
What You’ll Learn:
- What UGC creator rates typically look like in 2025
- How pricing works for different types of content (videos, photos, raw footage)
- Why usage rights and licensing matter and how to calculate them
- How to estimate cost when working with creators who have a social following
- What to consider before making a brand deal with a UGC creator
- How to budget smarter for creator partnerships without overpaying
UGC Creator Rates 2025
How Much Do UGC Creators Charge in 2025?
If you’re new to working with UGC creators, figuring out what to pay can feel confusing.
There’s no universal pricing standard, which is why it’s important to understand a few basics before making your first offer.
A Quick Note Before We Dive In:
Every UGC creator sets their own rates based on experience, content quality, turnaround time, and demand.
What I’m sharing here are ballpark numbers to help you get a realistic idea of what to expect. Some creators may charge less or more depending on what you’re asking for, and that’s completely normal.
Estimated UGC Creator Rates for 2025
Here’s a general pricing guide based on typical beginner-to-intermediate creators:
| Deliverables | Estimated Rate |
| 1 UGC video | $150-$200 |
| 3 UGC videos | $500+ |
| 5 UGC videos | $800+ |
| Product photos | $30-$40 per photo |
| Raw video footage add-on | +50% of base rate |
These are starting points. Pricing can go up based on how long it takes to film, how detailed your brief is, or how much editing is required.
UGC Licensing & Usage Rights Costs or UGC Video Licensing Explained
What Are Usage Rights? (And Why They Matter)
Usage rights refer to how and where you’re allowed to use the content after it’s delivered. For example, are you just posting it on your Instagram feed? Or are you planning to run it as a paid ad for the next six months?
The longer and broader the usage, the more valuable the content becomes — and creators typically charge extra for that.
Simple Usage Rights Pricing Formula
| Usage Period | Add-On Cost |
|---|---|
| 3-6 months | +30% of the base |
| 1 year usage | +50% per month |
So, if a video costs $200 and you want to use it for 6 months in ads or multiple platforms, you’d add $60 (30%) for usage rights.
Always Clarify Usage Upfront
Are you using the content organically, in ads, or for your website? Each scenario has a different value.
If you’re ready to work with creators, understanding these baseline numbers can help you approach partnerships respectfully and confidently. And if you’re not sure where to start, keep reading —I’ll walk you through how to make your first offer, what to include in your brief, and how to spot a great creator for your brand.
How Much Should Brands Budget for UGC Video?
If you’re planning to partner with a UGC creator who also has a social media following, the rates can look a bit different. These creators often charge more, not just for creating content, but for the reach and influence they bring to your brand.
A Simple Way to Estimate Base Rates:
Here’s a quick formula that many creators with a following use:
Follower count × 5% = estimated base rate, so if a creator has 10,000 followers, a fair starting rate would be around $500 for a single post or video.
| Follower Count | Estimated Base Rate |
|---|---|
| 5,000 | $200 |
| 10,000 | $500 |
| 20,000 | $1,000 |
| 50,000+ | $2,500+ |
Keep in mind: These numbers are for content that may also include posting on their own channels—not just creating it for your brand to use.
What to Look For in a Creator With Reach
When evaluating creators with over 10,000 followers, don’t just focus on numbers. Look for:
- A clear personal brand: Their content and message should align with your values.
- High production quality: Clean visuals, great audio, and thoughtful editing go a long way.
- Authenticity: Followers can tell when a post feels genuine vs. transactional. Choose someone who already talks to your audience, not just at them.
Working with a creator who truly fits your brand can lead to more than just views—it can build trust, engagement, and even conversions.
Final Thoughts
Understanding UGC creator rates in 2025 doesn’t have to be overwhelming. Whether you’re working with a beginner or a creator with a following, what matters most is clarity—on deliverables, usage rights, timelines, and the kind of relationship you want to build.
Keep in mind that rates will vary, and that’s okay. Your goal isn’t just to pay the lowest amount but to build content partnerships that are fair, valuable, and aligned with your brand. When creators feel respected and compensated properly, they tend to go above and beyond—and that’s where the real ROI happens.
If you’re just starting out or need help crafting a brand brief, negotiating usage, or finding the right creator for your next campaign, feel free to reach out. I’m happy to help you make sense of it all.