Influencer UGC—short-form content created by influencers for brands to use on their own channels—typically costs between $100 to $500 per video, depending on the creator’s experience and usage rights. Unlike traditional influencer marketing, where you're paying for reach, UGC focuses on relatable, authentic content that performs well in ads and organic posts.
By the end of 2024, 82% of consumers said they were more likely to buy from a brand after seeing it featured in user-generated content, and that trend is only expected to grow. As audiences crave more natural, everyday content on platforms like TikTok, Instagram, and YouTube Shorts, UGC influencer rates have started to reflect the increasing demand for trust-based media that actually converts.
Influencer UGC is user-generated content created by influencers, who produce authentic, relatable content that feels more like a personal recommendation than a traditional ad.
UGC is important in 20025 because unlike traditional influencer content, which often feels curated and branded, it offers something that consumers crave: authenticity When brands collaborate with content creators to produce relatable, real-life content—especially in short-form videos and testimonials—they’re tapping into trust, engagement, and conversion potential like never before.
While the terms are often used interchangeably, UGC creators and traditional influencers play very different roles in a marketing strategy—and knowing the difference can help you allocate your budget more effectively.
Understanding influencer pricing in 2025 is essential for brands looking to budget effectively for UGC campaigns.
On average, a 15–30 second video costs between $100 and $400, while a more detailed 60-second video that includes a hook ranges from $250 to $800. For static content, a photo carousel typically falls between $75 and $250. If you're looking for more in-depth content like a voiceover or tutorial, rates can range from $300 to $1000.
For comprehensive collaborations, bundled packages are available and usually start at $500, going up to $2000 or more depending on the scope and deliverables.
The average UGC influencer rate is between $150 and $250, considering different niches, platforms, and product types. However, this can be broken down into more precise numbers based on the type of content and the influencer's level of experience.
UGC can be created in different formats, varying in complexity and production time for the influencer. For this reason, they also have different rates, which we'll explore here.
The average influencer UGC rate on TikTok is $30-$250. Since the platform focuses on 9:16 videos, influencers can shoot them on their phones without the need for them to look inorganic to the profile or heavily edited.
The average UGC influencer rate on Instagram is $30-$200 for photos and $50-$500+ for videos. Videos require more production and editing time, so they're more expensive than photos.
Instagram Stories have an average UGC rate of $25-$150. They are the most affordable version of influencer UGC on Instagram because they only last 24 hours on the influencer's profile, and even when they are videos, they require less production.
The UGC YouTube influencer rate featured on long-form videos ranges from $200-$1,000+. This is because even UGC influencers require more time to record and edit, otherwise they won't stand out on the platform.
UGC influencers featured on YouTube Shorts have a rate of $30-$150, similar to that of TikTok or Instagram. Because they are shorter videos—which take less time to edit and wait for upload—they are more affordable than long-form videos.
The UGC influencer rate for cross-platform content is $150-$500+. This content is typically primarily in the form of 9:16 videos, so it can be posted on TikTok, Instagram, and YouTube Shorts simultaneously.
Although the influencer is posting the same video, the fact that they're posting it across multiple platforms increases the chances of visibility and exposure for your brand and product.
The focus of UGC is on authenticity and credibility, on the influencer truly coming across as a user of the product or service. Therefore, the UGC rate isn't primarily measured by the number of followers, but rather by the level of experience uploading that type of content. Here's the breakdown:
The entry-level creator rate for UGC ranges from $25 to $200. This tier is typically the most willing to work on a gifting basis, as they are in the process of developing a solid portfolio of UGC content.
Influencers with more than six months of experience generating and publishing UGC have an average rate of $180–$300. The rate can increase depending on the type of content and its complexity.
Influencers with more than two years of experience in UGC command a rate ranging from $250 to $1,000+. This is because they have more experience in the field, a more comprehensive portfolio, and a track record to back them up.
Apart from the platform on which the content will circulate, and the influencer's level of experience publishing UGC, there are other key factors that affect the influencer UGC rate. It is crucial to understand them before establishing a collaboration with a content creator.
Influencer UGC rates are not the same as influencer rates for paid partnerships or collaborations; however, the follower count and engagement rate are factors that influence the UGC rate. Nano- and micro-influencers generally have lower rates than macro- and mega-influencers.
As a brand, you'll want to focus on the engagement rate for UGC campaigns, as the focus is on how many people interact and can generate conversions. If an influencer's portfolio doesn't have engagement rate data, you can calculate it with our free engagement rate calculator. This way, you'll have a more complete view of their profile.
As we explored in the previous section, the platform on which the UGC is published and the type of content affect the overall rate. Photos are the most affordable option, averaging $25-$250, while short videos average $50-$300.
This is because videos require more production time and editing, even if voiceovers or other post-production work is required. Photos are typically uploaded raw or with few filters to show authenticity, requiring less time and therefore being cheaper.
If the product requires the influencer to have knowledge in a specific area, from how to apply makeup like a pro to how to use tech products, this can increase the asking rate. Keep in mind that you're not just paying for the content, but also for the influencer's expertise.
On the other hand, if the influencer has your target audience, they have the potential to be a gold mine for your brand, and they know this, which is why they can increase your UGC rate. Focusing on influencers within your product niche and having their followers be your target audience may be more expensive, but it maximizes your chances of success.
This is complemented by the influencer's level of experience. If their portfolio showcases a track record of working with different brands and receiving good reviews from them, the UGC creator can charge more.
At this point, it's not so much about quantity but quality: it may be six months of experience, but if they've already partnered with dozens of brands, or many have left satisfied comments about successful campaigns, they may require a higher rate than the average for their category.
In UGC Influencer campaigns, usage rights are essential for later reusing the content on the brand's own website or social media. Once you agree on usage rights with the influencer, they must send you the content—video or photo—ready for your brand to publish.
We have free outreach templates for you to request usage rights. They will increase your brand’s chances of receiving positive responses from content creators and getting to use the UGC for future campaigns.
Requesting influencer UGC at any time of year isn't the same as requesting influencer UGC during peak seasons like Christmas, Mother's Day, Father's Day, and more. If you need UGC for those dates, influencers will be in high demand, so they tend to raise their prices.
The urgency with which you need the UGC will also affect the price. Not everything can be ready tomorrow, and each influencer chooses how long it will take to create the UGC piece. For this reason, if you require faster delivery, additional fees will be included.
When planning a creator campaign, it’s crucial to distinguish between UGC creators and traditional influencers—especially when it comes to pricing and expected outcomes.
Here is a quick overview of the rate comparison between UGC creators and traditional influencers:
UGC creators typically charge between $100 and $500 per video, with their rates covering content creation only. These deals often come with limited or negotiable usage rights, meaning the brand may need to pay extra for broader licensing or extended use.
In contrast, traditional influencers can charge anywhere from $500 to over $10,000 per post, depending on their follower count. Their rates include not just the content, but also the value of their platform reach. However, usage rights in these cases are usually less flexible, often limiting how and where the content can be repurposed.
Budgeting for UGC campaigns in 2025 requires a clear understanding of your brand's goals, the type of content you need, and the platforms you want to focus on. Since UGC rates can vary widely depending on experience, follower count, content format, and additional factors like usage rights, it's essential to plan carefully to avoid overspending—or underinvesting—in your campaigns.
Let’s break it down:
When building your budget, it's crucial to define whether you're launching a one-time UGC campaign or planning for long-term creator partnerships.
A hybrid model also works: plan one-off campaigns for big launches and maintain long-term UGC collaborations for consistent brand awareness.
To maximize your budget, it’s smart to plan UGC creation on a monthly or quarterly basis instead of doing it ad-hoc.
When planning, consider factors like:
By taking a proactive approach and structuring your campaigns around consistent content drops, you can optimize your spend and achieve better ROI from your UGC campaigns in 2025.
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Most brands focus only on the content creation cost—but a smart budget includes extras that impact the final price.
Make sure to discuss and document these elements upfront to avoid unexpected costs down the line—and to keep your campaign running smoothly.
Not all influencers offer UGC services, so finding the right creators requires a targeted approach. Whether you're looking to test new products, create social proof, or run a full campaign, choosing the right discovery channel can make or break your UGC success. Here’s how to do it:
If you're looking for a streamlined experience or need multiple creators fast, agencies and talent pools can save you time. Many now offer UGC-specific services, where they match you with creators who specialize in user-style content—no need for long negotiations or scouting.
Aside from influencer discovery and outreach automation, Influencer Hero offers a UGC Content Library feature. This lets you view creators’ past UGC work across platforms, making it easy to assess their style and performance before deciding to collaborate. It’s an excellent resource if you want to build a UGC campaign with proven talent and strong visual branding.
Using trusted platforms like Influencer Hero can cut down sourcing time and help you make smarter decisions based on real content, not just follower count.
Marketplaces are one of the most efficient ways to find UGC creators. These platforms let you filter creators by niche, location, experience, and content type, helping you quickly match with people who align with your brand.
Popular platforms for hiring UGC creators include:
These sites often display creators’ portfolios, pricing, and ratings, so you can make informed decisions before reaching out. However, fees may apply depending on the platform you choose.
Sometimes, the best UGC creators are already posting organically about products like yours. A quick search of hashtags like #UGCcreator, #UGCvideo, or #TikTokUGC can help you find fresh, relevant creators directly on platforms like TikTok and Instagram.
When reaching out:
This method is more manual, but it can uncover hidden gems with authentic voices and high engagement, especially among nano- and micro-influencers. To make this task easy, you can use our free influencer outreach templates and adjust it to your brand.
Working with User-Generated Content (UGC) creators can be an incredibly cost-effective way to generate authentic content—if you approach the negotiation process strategically. Here’s how to ensure you’re paying fairly, avoiding common pitfalls, and setting up a partnership that benefits both your brand and the creator.
Here’s a simple message you can send to initiate fair and clear negotiations:
Hi [Creator Name],
We loved your content and are interested in working with you on a UGC campaign for [Brand Name]. We're looking for [number/type of videos/photos], to be used on [platforms] with [usage rights: organic only / paid ads / full usage].
Our budget for this project is around [$$$], but we’re open to hearing your rates and discussing how we can make this collaboration work.
Let us know your availability and if you’d like to hop on a quick call to discuss details.
Looking forward to connecting!
Best,
[Your Name / Brand Team]
Keep in mind that clear, professional communication from the beginning sets the tone for a successful collaboration—and ensures you get the best content for your investment.
As demand grows, so does the variety of UGC content brands are commissioning. Let’s break it down:
This is the most in-demand format right now. Short-form videos that mimic native content on social media platforms can outperform polished ads because they blend into users’ feeds. Common formats include:
These videos help brands appear relatable and trendy while offering creative flexibility for the influencer.
Photos still matter, especially for e-commerce and product-based brands. UGC photographers often capture:
These assets are often used across websites, email campaigns, and paid ads to provide a human touch.
Real voices build real trust. Whether in video or written form, testimonials from actual users feel more honest than scripted brand copy. Many brands request:
This type of UGC is especially important in industries like beauty, wellness, tech, and supplements—where trust and transparency drive purchase decisions.
Whether influencer UGC is still worth it in 2025 is the million-dollar question facing both brands and content creators. In both cases, experienced people on both sides affirm that UGC is still worth it.
It's a more economical investment than other types of influencer partnerships or ambassador programs. In a time when everything seems fake, users value authenticity and credibility, and that's exactly what UGC brings to your brand.
In 2025, UGC influencer rates reflect the growing demand for authentic, relatable content that drives real engagement and conversions. Whether you’re investing in entry-level creators or seasoned pros, understanding rate structures, platform nuances, and usage rights is key to building cost-effective campaigns.
With strategic planning and long-term partnerships, brands can harness the full potential of UGC to boost visibility, trust, and sales. Stay informed, stay flexible, and let UGC creators become your brand’s most powerful advocates.
Influencer UGC is content created by influencers who have a significant following on social media or other platforms, while traditional UGC comes from regular customers or users. The key distinction lies in the influencer's ability to amplify reach, as their endorsement and audience can give the content more visibility and impact.
Brands typically track metrics such as engagement rates (likes, comments, shares), click-through rates, conversion rates, and return on investment (ROI). Analytics tools like Google Analytics or platform-specific insights (Instagram Insights, TikTok Analytics) can help determine how well influencer-generated content drives traffic and sales.
Brands should look for influencers whose values align with their own and whose audience demographic matches the target market. Tools like influencer marketplaces, social listening platforms, and even manual research on social platforms can help identify influencers who will create authentic, high-quality content.
Absolutely! Small businesses can leverage influencer UGC by collaborating with micro-influencers (individuals with smaller but highly engaged followings) who often provide more cost-effective options while delivering personalized, impactful content. These collaborations can drive awareness and build trust within local or niche communities.
Yes, brands need to ensure that they have proper licensing agreements in place for the content used. Influencers must give explicit permission for their content to be repurposed or used in advertising. Additionally, the content must adhere to advertising and disclosure regulations, such as the Federal Trade Commission (FTC) guidelines, which require influencers to disclose paid partnerships.
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