How to Set Your UGC Rates (Pricing Guide 2026)

Last updated: February 2026

"What should I charge?"

It's the question every UGC creator asks — and the one with the most frustrating answer: "It depends."

But it doesn't have to be guesswork. This guide breaks down exactly how to price your UGC work based on real market data, your experience level, and the specific deliverables brands want.

UGC Rate Benchmarks (2026)

Based on industry data and creator surveys, here's what the market looks like:

By Experience Level

Note: UGC rates are less tied to follower count than influencer rates. Your portfolio quality matters more than your numbers.

By Deliverable Type

Factors That Increase Your Rate

Usage Rights

This is the biggest variable. The same video can be worth $150 or $1,500 depending on how the brand uses it.

Example: A $200 TikTok becomes a $400-600 video if they want paid ad rights.

Turnaround Time

Rush fees are real and justified:

Content Complexity

Exclusivity

Building Your Rate Card

A rate card makes quoting faster and more professional. Here's a template:

Basic Rate Card Template

[YOUR NAME] - UGC RATE CARD 2026

BASE RATES (Organic Social, 30 Days)
├── Short video (15-30 sec): $XXX
├── Long video (30-60 sec): $XXX
├── Photo set (5 images): $XXX
└── Raw footage (per minute): $XXX

ADD-ONS
├── Paid advertising rights: +50%
├── Extended usage (per 30 days): +15%
├── Perpetual license: +100%
├── Rush delivery (48h): +50%
├── Hook variations (3 pack): +$XX
└── Additional platform: +20%

BUNDLES
├── Starter (3 videos): $XXX (save 10%)
├── Standard (5 videos): $XXX (save 15%)
└── Premium (10 videos): $XXX (save 20%)

Notes:
- 50% deposit required to begin
- 2 revision rounds included
- Additional revisions: $XX per round

How to Quote a Project

Step 1: Calculate Base Rate

Count deliverables × your per-unit rate.

Example: 3 TikToks at $200 each = $600 base

Step 2: Add Usage Fees

What will they do with the content?

Example: Paid ad rights = +50% = $900

Step 3: Add Complexity Fees

Rush timeline? Multiple locations? Special requirements?

Example: Rush (48h) = +50% = $1,350

Step 4: Consider Exclusivity

How long can't you work with competitors?

Example: 90 days exclusivity = +30% = $1,755

Step 5: Apply Bundle Discount (Optional)

For larger projects, a small discount can close the deal.

Example: 5% relationship discount = $1,667 final quote

Negotiating Your Rate

When Brands Push Back

They say: "That's above our budget." You say: "I understand. We could reduce the usage rights to organic-only, or I can offer a smaller package. What's most important for this campaign?"

They say: "Other creators charge less." You say: "I'm sure there are options at different price points. My rate reflects [your quality, experience, turnaround, etc]. Happy to send over my portfolio so you can see the value."

They say: "We can offer exposure instead." You say: "I appreciate that, but I need to be compensated for my time and work. If budget is tight, I'm happy to discuss a smaller scope that works for both of us."

When to Negotiate Down

• Dream brand you really want in your portfolio
• Long-term relationship potential (multiple campaigns)
• Simple scope with quick turnaround
• You need the work right now

When to Hold Firm

• They have the budget (major brand)
• Complex requirements
• Tight timeline
• Exclusive rights
• They came to you specifically

Pricing Mistakes to Avoid

1. Underpricing to "Get Started"

Low rates attract low-quality clients. You'll work harder, deal with more revisions, and resent the work.

Instead: Start at market rate for your level. Raise prices as you improve.

2. Forgetting Usage Rights

A video for organic social is not the same as a video for paid ads. Charge accordingly.

Instead: Always ask how they'll use the content. Price based on actual usage.

3. Quoting Before Understanding Scope

Saying "$200 per video" before knowing what they want leaves money on the table.

Instead: Ask questions first. Quote based on full requirements.

4. Not Requiring Deposits

100% on delivery means you take all the risk.

Instead: 50% upfront, 50% on delivery. Non-negotiable for new clients.

5. Comparing to Influencer Rates

Influencer campaigns price based on reach. UGC prices based on content quality and usage rights.

Instead: Compare to other UGC creators, not influencers.

Sample Quotes (Real Examples)

Small Brand, Simple Project

Scope: 2 TikToks, 15-30 seconds, organic use only, standard timeline
Quote: $350 ($175 × 2)

Mid-Size Brand, Paid Ads

Scope: 3 TikToks, 30-60 seconds, paid ad rights for 90 days
Base: $600 ($200 × 3)
Paid ads: +50% = $300
Total: $900

Large Brand, Full Package

Scope: 5 TikToks with 3 hook variations each, paid ad rights for 6 months, 90-day exclusivity, rush delivery
Base: $1,500 ($300 × 5)
Hook variations: +$500
Paid ads (6 mo): +75% = $1,500
Exclusivity: +30% = $1,050
Rush: +25% = $1,137
Total: $5,687

When to Raise Your Rates

Signs it's time:

• Booking rate above 80% (you're too cheap)
• Every brand says yes immediately
• Quality has noticeably improved
• You're getting repeat clients
• 6+ months since last increase
• Working more than you want to

How much to raise: 15-25% every 6-12 months is reasonable growth.

Summary

Your rates should reflect your skill, the value you provide, and what the market will bear. Don't undersell yourself — but don't price yourself out of opportunities either.

Start with benchmarks, adjust for your experience and niche, and always factor in usage rights. As you build your portfolio and reputation, your rates should grow with you.

Related: How to Write a UGC Contract | Usage Rights Explained