Most UK UGC videos cost £50–£250 for the video itself. Usage rights come on top: running the video as a paid ad typically adds 30–50% of the fee, and raw footage adds about the same again. Follower count doesn’t set the price, because you’re buying the content rather than the creator’s audience. Experience, video length, the number of hooks and how long you want to use it do.
What UK brands pay in 2026
One UGC video (15–60 seconds) — £50–£250
Usage rights for paid ads — +30–50% of the video fee
Raw footage — +30–50% of the video fee
Whitelisting (ads run from the creator’s handle) — +30% of the fee per month
What should the price include?
Before you compare quotes, make sure they cover the same thing. A fair UGC quote states:
The number of videos, their length and format (usually vertical 9:16).
Hooks: alternative opening lines on the same video, so you can test which one sells.
Rounds of changes, usually one or two.
Usage: where you can use the video (your own channels, paid ads, or both) and for how long.
Whether raw files are included.
Turnaround, counted from when your product arrives.
How do usage rights change the price?
Posting the video on your own feed is usually included. Putting ad spend behind it is a separate right, priced by time: three months is the common starting point, with longer terms or perpetual use costing more.
If you’re not sure the video will work, buy a short term first and extend it if it performs. That’s usually cheaper than paying for a long term upfront on a video you might switch off after a week.
What makes one creator cost more than another?
Experience and portfolio: proven ad creators with results charge more.
Production: talking-head selfie video costs less than a styled shoot with props, locations or voiceover.
Number of hooks and edits per video.
Turnaround: rush jobs cost more.
Category: skincare, supplements and anything needing a demonstration often costs more than simple product shots.
How much should you budget for a first test?
Three creators, one video each, with three months of paid usage. At typical UK prices that’s roughly £450–£900, plus the product you send. One video tells you whether that creator works; three tell you whether UGC works for your product.
Then put most of your next budget behind the best performer, and ask the same creator for new hooks on the winning video. That costs far less than a new video.
Is UGC cheaper than an influencer post?
Usually, per video. An influencer post is priced on the creator’s audience, and a 50K-follower account can quote well over £1,000 for one post. A UGC video is priced on the work alone. The trade-off: UGC gives you no audience, so you need your own ad budget or channels to put it in front of people.
Want three priced options?
Tell us what you’re selling and Matched by Sponsarva sends three UK UGC creators who fit, each with a fixed price including usage, within one working day. Your payment is held until you approve the video, and there’s no fee for brands.
No. You’re paying for the video, not their audience, so follower count doesn’t affect the price or the quality.
Usually the creator keeps copyright and gives you a licence to use it for an agreed time and purpose. If you want to own it outright, say so upfront: it costs more.
Only if the creator is VAT registered. Most individual creators aren’t, but ask for an invoice either way.
For most product videos, yes, and it’s not part of the fee. The deadline normally starts when it arrives.
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