UGC Price List: Per-Video Rates for TikTok, IG, YouTube
A working UGC price list starts at $150 to $500 per TikTok video, $100 to $500 per Instagram Reel, and $100 to $400 per YouTube Short. Usage rights and paid ad use move the number more than the platform does. Below is the full list by platform, plus what to add for length, rush turnaround, and media spend.
You send a rate, the brand goes quiet, and you spend two days deciding whether $250 was too greedy or too cheap. A written price list ends that. You price the deliverable, not your feelings about it.
What a UGC price list is: a one-page set of fixed prices covering one finished vertical video per platform, delivered raw or edited, with a defined usage window and a defined placement. Each line covers concept, filming, and one round of edits. It does not cover paid ads, whitelisting, or perpetual use. Those sit underneath as separate add-on lines, which is why two creators can both list "$300 a video" and earn very different amounts per deal.
What does a UGC price list look like by platform?
One line per platform, not one number for everything. The platform changes the edit, the length, and the buyer. TikTok briefs lean hook-heavy and fast, and they carry the highest ask. Instagram briefs want a cleaner look and a second aspect ratio. YouTube Shorts briefs skew toward demo work, where the script takes longer than the shoot.
| Platform | Price list range | What pushes it to the top of the range | Most common add-on |
|---|---|---|---|
| TikTok | $150 to $500 | Multiple hook variants, trend-literate editing, creator with proven ad performance | Paid ad rights |
| Instagram Reels | $100 to $500 | Feed-quality production, 9:16 plus 4:5 delivery, higher-ticket niches | Extra aspect ratio |
| YouTube Shorts | $100 to $400 | Product demos, technical scripting, buyer-intent audiences | Voiceover and captions |
Add a bundle line at the bottom of the list. Full price on the first video, then 20 to 30 percent off each additional platform cut. That gives you a discount you chose in advance instead of one a brand talks you into.
Older figures still circulate in creator groups and forum threads. For the historical starting-out view, the 2024 UGC rate baselines for new creators covers that range and how it was set. This page is the current list.
How do you set your own per-video rate?
Follower count is the weakest input. Engagement, niche, and how much editing the brand offloads to you matter more.
Start with a base. Pick the middle of your platform range, then adjust:
- Add for production load. Multiple locations, props you buy, or a two-person shoot each add real hours.
- Add for scripting. If you write the concept, that is a separate skill the brand is not paying an agency for.
- Add for variants. Three hook options on one video is three deliverables, not one.
- Subtract for repeat volume. A six-video monthly retainer can sit 10 to 15 percent below your one-off rate.
A travel creator with a strong niche might list $250 for a TikTok and $150 for an Instagram cut of the same trip footage. That gap is defensible because the second file costs less to make.
Say the number plainly in the pitch. Something like: "My rate for a 30-second TikTok is $300. That includes one hook variant and 30 days of organic usage on your owned channels."
Outreach volume is what makes a price list hold. When ten brands are in your pipeline, you stop accepting $75 out of fear. UGC Roster's creator plan runs $29 a month and includes verified brand contacts plus Gmail-connected pitch sends and follow-ups, so the sending is not what stops you. Which platforms are worth pitching first is covered in the breakdown of UGC platforms that pay the most.
How much do usage rights add to a per-video rate?
Usage rights are the line item most creators forget, and the one brands are most used to paying for.
Basic rights usually mean 30 days on the brand's owned social accounts. That is typically baked into the base rate. Extended rights change the math:
- Paid ad rights: add 20 to 50 percent of the base fee, scaled to the campaign length.
- Whitelisting on your handle: price separately, since the brand is renting your name.
- Perpetual or buyout: quote at least double the base rate, or decline it.
A food creator charging $200 for a video can reasonably add $100 for three months of paid ad use. Write the window into the contract, not the email thread. UGC Roster handles contract management and payment tracking in the same place as outreach, which keeps the agreed usage window attached to the deal instead of buried in a chat.
Extras follow the same logic. A 48-hour turnaround justifies a rush fee of 15 to 25 percent. Extra edit rounds beyond the first should be quoted per round. Say all of this before the shoot, never after.
Should organic and ad content be priced differently?
Yes, and the gap is not small. Organic content lives on the brand's feed. Ad content gets media spend behind it and is measured against revenue.
A $250 organic TikTok becomes a $350 to $400 video once the brand runs it as a Spark Ad. A fashion creator listing $300 for a Reel can move to $450 when paid promotion is on the table. The work is identical. The commercial value is not.
Ask two questions before you quote. How long will the ad run, and on which platforms? An indefinite run across Meta and TikTok is a different product than a two-week test. Affiliate and commission structures change the calculation again, and the comparison of flat UGC rates against TikTok Shop commission deals is worth reading before you agree to a percentage.
For a fuller view of where per-post numbers land across formats, see the breakdown of real UGC video rates from $50 to $500 and up.
What pricing mistakes cost creators the most?
- Underpricing out of doubt. Creators quote low because they assume the brand knows better. The brand does not. It has a budget and is waiting for a number.
- Pricing on follower count alone. A 6,000-follower account with a 7 percent engagement rate outperforms a dead 40,000. Quote on performance.
- Skipping the usage rights conversation. Silence gets read as permission. Brands will run your video for a year and feel fine about it.
- Flat rates across every platform. The TikTok edit and the Shorts demo are different jobs. List them separately.
- Undervaluing a narrow niche. Specialized audiences convert. Medical, finance, and B2B creators routinely charge above the general range.
- Never revisiting the price list. Review it every quarter. If your close rate is above 70 percent, your prices are too low.
- Ignoring overhead. Props, subscriptions, and unpaid pitch time all come out of your fee.
Testimonial and demo work sits at the higher end of these ranges, and the fair rate guide for testimonial and product demo videos breaks that out by format.
How do you rebuild your per-video pricing this quarter?
Audit first. List your last ten paid videos, the platform, the usage granted, and the fee. You will usually find at least two deals where you gave away ad rights for free.
Then build the one-page list. A base price per platform, a length ladder, a paid ad multiplier, and a rush fee. Send it as a link, not an attachment. A portfolio that shows finished work next to clear pricing shortens negotiation, and hosting one is part of the UGC Roster creator plan.
Last, pitch enough to have options. Prices hold when you have five conversations running and fold when you have one.
The bottom line
Publish your platform prices this week and stop quoting a single number for every brief. If you only change one line, make it the paid ad add-on, because that is where most creators lose $100 or more per deal. Then compare your numbers against beginner and experienced creator rates and adjust before your next pitch goes out.
FAQ
How much should I charge as a beginner?
Start around $100 to $150 per video on TikTok or Instagram. That range is reasonable under 10,000 followers with solid engagement. A fashion creator with 5,000 followers and a 4 percent engagement rate can open at $120 per TikTok. Raise it as your engagement and portfolio grow. Early deals are also about building repeat clients, not maxing out one invoice.
What is a typical rate for a 30-second UGC video?
Most 30-second quotes land between $200 and $400, depending on platform and engagement. A tech creator with a strong Shorts audience charging $300 for a 30-second demo is normal. That number reflects the scripting and the demo setup, not just the runtime. Adjust for your niche and for whether the brand wants ad rights.
Should I charge $150, $200, or $250 for my first videos?
Aim for $150 to $200 on your first paid jobs. If you are under 5,000 followers but your engagement is high, push toward $200. A travel creator with 3,000 followers and a 6 percent engagement rate can open at $180. Test a few numbers across pitches and watch where brands stop negotiating.
How much should I charge for UGC photos?
Charge $75 to $150 per photo, depending on the niche and the shot list. A lifestyle creator with a strong Instagram feed and 10,000 followers can quote $100 per image. Brands buy photos for feeds, ads, and product pages, so ask where the image will run. Bundle pricing for a 10-shot set is usually easier to sell than per-image rates.
What is the difference between organic and ad video pricing?
Ad pricing runs 20 to 50 percent above organic because the brand gets extended usage and paid distribution. A $250 organic TikTok becomes roughly $350 as an ad. The production work is the same. The commercial value to the brand is much higher. Always name the ad window in the contract.
Do I need a rate card?
Yes. It keeps your pricing consistent and stops you from improvising under pressure. A simple card might read $150 for a 15-second TikTok, $200 for a 30-second Reel, and $250 for a 60-second Short, with add-ons listed underneath. Update it every quarter as your work improves.
How do I price 60 to 90 second videos?
Charge 50 to 100 percent above your 30-second rate. If your standard is $200, a 60-second video sits near $300 and a 90-second near $400. Longer videos mean more scripting, more takes, and a longer edit. Brands accept the jump when you show the extra deliverable, such as a full script or captions.
Sources and notes
Price ranges on this page reflect commonly quoted creator asks across TikTok, Instagram, and YouTube Shorts as of 2026. They are guidance for setting a starting number, not a measured dataset, and they will vary by niche, region, and deal structure. UGC Roster product details, including the $29 per month creator plan, come from the current UGC Roster fact sheet.