A UGC rate card isn’t a single number. It’s a menu: a base price for making the video, and separate prices for each extra a brand might want. Laid out that way, quoting is faster, negotiations are clearer, and every line maps straight onto a contract clause.
Free to start. A template to adapt, not legal advice. See every clause.
UGC rates vary widely with experience, niche, production quality and the brand’s budget, so published averages are a weak guide to what you should charge. What’s consistent is the structure. Almost every professional UGC rate card separates the cost of production from the cost of rights, then prices extras on top.
Production is the base video: concept, filming, editing and one round of revisions. Rights are what the brand can do with it, mainly how long it can run as paid ads. Extras are things like hook variations, raw footage, whitelisting access, exclusivity and rush delivery. Pricing them separately means a brand that only needs organic content isn’t paying for a year of ads, and a brand that wants a year of ads pays for it.
The rate card then becomes the pricing schedule of your contract. Each line the brand picks should appear in the agreement with its own term, so it’s clear what was bought and what an extension costs.
Each line of a UGC rate card corresponds to a term in the contract. Here’s what to include, and how each line turns into a clause.
The price for one finished video to brief: concept, filming, editing, captions and one revision round. Becomes the deliverables and fee clause.
Creators: Define the base video by length and format (for example up to 60 seconds, 9:16) so longer pieces are priced up.
Alternative openings for the same video, so the brand can test which grabs attention. Priced per extra hook, often a fraction of the base rate.
Unedited clips from the shoot. Lets the brand make its own edits, so it’s priced as a fixed add-on or a percentage of the base.
The right to run the content as ads, priced by duration (for example 30, 90 or 180 days) and sometimes by channel. Becomes the paid-usage term of the licence clause.
Brands: Start with the shortest paid term and extend the winners. Extensions should be priced on the card.
Access to run ads from the creator’s handle, priced per month. Becomes the whitelisting schedule.
A fee for not working with competitors in a defined category, priced per month of exclusivity.
A surcharge for delivery faster than your standard turnaround.
A rate for revisions beyond those included, and for reshoots caused by brief changes. Becomes part of the revisions clause.
A layout you can copy. The amounts are placeholders for your own prices, not market rates; set each one from your costs, experience and demand.
Rate Card — [Creator Name]
Base video (up to 60s, 9:16, 1 revision). [$A] per video. 3-video package: [$A × 3, less 10%].
Add-ons. Extra hook: [$B] each. Raw footage: [$C] per video. Rush (under 5 business days): +[25]%.
Usage. Organic on brand channels for 12 months: included. Paid usage: 30 days [$D], 90 days [$E], 180 days [$F].
Whitelisting and exclusivity. Whitelisting: [$G] per month. Category exclusivity: [$H] per month.
Pick the lines the brand agreed to and the builder writes the matching clauses and fees.
A document that lists a UGC creator’s prices: usually a base rate per video plus separately priced add-ons such as hook variations, raw footage, paid usage, whitelisting, exclusivity and rush delivery.
There’s no single market rate. Rates depend on experience, niche, production quality and the usage the brand wants. Price production and rights separately, then adjust based on the response you get to quotes.
Organic usage on the brand’s own channels is often included in the base rate. Paid-ad usage is usually priced separately by duration because it’s where most of the commercial value lies.
Some creators publish a starting-from price to filter enquiries and send the full card on request. Others share it only after a brief, so the quote can match the scope.
Each line the brand chooses becomes a term: the base video in the deliverables clause, paid usage and whitelisting in the licence section, exclusivity in its own clause. Extension prices should be written in too.
Turn the lines the brand picks into a signed contract.
Read the templateThe terms behind the whitelisting line.
Read the templatePrice a licence for content you’ve already made.
Read the templateMore templates: Influencer contract · Sponsorship agreement · Brand ambassador contract · Content creator contract · All templates