September 24, 2026
Before quoting any prices, identify your current level as a UGC creator. This helps align your rates with your experience and proof of delivery. There are three main rungs: Starter, Proven, and In-Demand.
A Starter has no paid deals yet, is buying testimonials, and lacks sufficient proof of their ability to deliver. A Proven creator has five or more paid deals, at least one returning brand, and can articulate a specific result they've achieved. An In-Demand creator has so much work that they must turn some away, indicating high demand from brands.
It is crucial to quote from the rung you are currently on. Quoting from a higher rung than your actual experience can lead to brands not responding to your proposals.
If you are a Starter, a reasonable and professional rate for a video is between $75 to $150. Charging below this range can inadvertently train brands to expect lower prices for UGC work, devaluing your time and effort.
While free work is generally not recommended, a gifted deal can be an exception. If you receive an offer from a brand you genuinely want in your portfolio, and it includes a written testimonial as part of the exchange, consider accepting it. However, be cautious not to include unlimited revisions or free paid usage rights in such deals, as this can lead to disproportionate work for minimal compensation.
To enhance the professionalism of your quote, include a deadline with your price. For example, stating "$150 per video, delivered within five working days" sounds more professional than just stating the price.
Keep your rate card concise and easy to understand, ideally fitting on a single screen. Avoid overly complex pricing PDFs with numerous tiers and glossaries, as too many options can overwhelm potential clients and lead to inaction.
Structure your rate card to offer three clear options, allowing brands to choose what best fits their needs. Essential items to include are single video rates, bundle deals (e.g., three videos), raw footage, extra hooks, usage windows, and whitelisting.
Usage rights are a critical component of your pricing, often overlooked by beginners, leading to significant lost income. There is a fee for creating the video and a separate fee for how the brand uses it afterward. You should charge for both.
Organic only usage means the brand posts the video to their own feed, which is typically included in the initial purchase. Paid ads, where the brand uses your video to generate revenue, should always incur an extra, time-limited charge. A common guideline is to charge approximately 30% of your base rate per 30 days for paid ad usage. Brands may casually try to include paid ad usage without additional compensation, so it's important to differentiate this from organic use.
Perpetual usage rights grant the brand the right to use your video forever, everywhere, and in every market. This should be priced as a permanent license, significantly multiplying your base rate rather than being a small add-on. For most starters, it's advisable to decline perpetual usage rights, as starter rates are generally not high enough to justify such extensive usage.
Whitelisting involves the brand using your account, handle, and face to run ads. This is a distinct service that requires separate compensation. Remember, the video creation is a small purchase; the usage rights are the major one. Many beginners lose about half their potential earnings by not negotiating usage rights effectively.
When discussing rates with a brand, state your rate, briefly mention what's included, and then stop talking. Avoid rambling or immediately offering discounts, as this can lead you to negotiate against yourself.
If a brand states their budget is lower than your rate, do not cut your rate. Instead, cut the scope of the project. Offer fewer videos, shorter usage windows, or exclude raw footage. Your rate per unit of work should remain consistent; only the package changes. This distinction is key between a negotiation and a discount.
If a brand's budget is less than half your rate and they demand full usage rights, it's advisable to decline the project. Such a situation indicates they are not a suitable client but rather someone seeking free labor.
Raising rates with existing clients can feel daunting, but it's essential for your growth. The best times to do this are at renewal or immediately after delivering a successful result that you can highlight. Avoid raising rates mid-project or in the same email as a delivery.
Keep your message brief and professional. Do not feel obligated to explain your rising costs. Simply state your new rate, when it takes effect, and express gratitude for their continued business. In the speaker's experience, most brands accept rate increases because they have a budget, you are already within it, and replacing you would cost them more than the increase.