UGC Rate Calculator UK | Free Quote Tool

How to read your result

Price the work and the rights as two things

The most expensive mistake in UGC is one number for creation and rights together. Kept apart, the rights are what moves when a budget is tight, and the price of the work stays where it should.

How to use the number you just got

Open with the midpoint, not the low end. The range tells you how far you can move, not where to start. The first number you say tends to become the number that client expects every time.

Send a quote with separate lines

Creation, bundle saving, usage, handle ads, exclusivity and each extra are lines of their own, with what is included and the terms still to agree: when usage starts and ends, on which platforms and where. "Print quote" prints only the quote. A brand gets the same sheet as a budget estimate to take to a creator.

Agree an end date for anything paid

Paid usage and handle ads both need an end date in writing. A code that expires does the job by itself; account access left open does not, which is one more reason codes have replaced it.

VAT is a line of its own

Every figure here is before VAT. A creator who is VAT registered adds it on top, and a brand comparing quotes should compare like with like. GOV.UK sets out when you must register for VAT, including the current threshold.

For brands, the full cost of hiring creators one by one

Add up a set of videos across several creators once rights, revisions, shipping and the hours spent briefing and chasing each one are in. Then set it against a package where filming, editing and rights come together. Our UGC packages are priced that way, and the UGC Monthly Plan at £430 a month covers new videos every month. If you want the full market picture first, the UGC Rates Report UK 2026 has the data behind all of it.

For creators, what to read next

The guide to UGC rates in the UK covers pitching, rate rises and contracts in plain words. The UGC Rates Report UK 2026 has the bands and how they were set. Come back each quarter and reprice: a sent link reopens this calculator with the same answers.

When the number comes back badly

When the answer is "our budget is only this much"

Press "budget is lower?" under Fine tune and type the figure. The calculator keeps the price of the work whole and looks through every way down from the deal on the table: a shorter paid term, ads from the brand's own account instead of the creator's, shorter or no exclusivity, fewer extras, a shorter cut, fewer videos. It shows the closest fit, the best fit that keeps every video, and the best fit that keeps the paid usage. Press "Use this" on any of them to load it into the quote. If the figure is under the price of one video with organic rights, it says so plainly, because no change to the rights makes up for that.

How we worked it out

Six things that decide a UGC price

Most of a UGC fee is not the filming. It is what the brand may do with the film afterwards, for how long and under whose name. Each of these is a line of its own in the quote above.

The base band comes from our own reportBeginner 50 to 150 pounds, established 150 to 350, proven ad performance 350 to 700 and above, per video with organic rights. Those are the bands of our UGC Rates Report UK 2026, and the calculator is built on them: an established creator in e-commerce making a thirty second edited video with organic rights returns exactly that band.
Paid usage is a share of the creation fee, and it gets cheaper by the monthElev8or's rate card adds 30 per cent for 30 days, 50 per cent for 90 days and 100 per cent for 12 months, and 150 to 200 per cent for perpetual use. That is about 30 per cent for a single month falling to about 8 per cent a month over a year. The six month step is ours. Influee quotes lower figures, so treat these as the upper half of the market.
Ads from the creator's handle sit on top of paid usageThey are never instead of it, and they run for the same term. Brands now ask for a code rather than account access: an Instagram partnership ad code is valid for 60 days unless revoked, as Billo's guide explains, and TikTok now lets a creator authorise Spark Ads for up to 365 days, reported by Lindsey Gamble. Xolo puts this at 30 to 100 per cent of the content fee a month; the calculator takes 30 for a code and 50 for account access, for up to 12 months.
Exclusivity has a price because it costs the creator workA creator who agrees not to work with a brand's competitors gives up other briefs. JoinBrands and Elev8or put category exclusivity at 30 to 50 per cent. The calculator uses 30 for three months, 40 for six and, on our own judgement, 60 for twelve.
Bundles save a little, not a lotElev8or puts a three video bundle at 10 to 15 per cent off the single rate, "no more", and JoinBrands says the same for volume. The calculator saves 10 per cent at three videos and 15 at five, then rises slowly to a cap of 20 per cent from twelve videos, which is our own curve. More videos never cost less in total.
The industry and the deliverable are weighted on our own judgementRegulated and high consideration categories such as finance, health and software are weighted up; high volume consumer categories are weighted down. Raw footage, photos, voiceovers and hooks are weighted against one edited video. No published table exists for either, so the weights are shown in the working rather than buried in one number.

Underneath: 3 experience bands, 26 industries, 10 deliverables, 6 usage terms, 3 handle options, 4 exclusivity terms and any number of videos from 1 to 30. Every one of the 1,684,800 combinations without extras was calculated before this page shipped and checked for impossible values, for a low end above the high end and for a larger order costing less.

Methodology, and what this calculator cannot know

Research figures, not our prices. Every pound figure the calculator shows is a market estimate for hiring a creator. None of them is what Velena Lifestyle charges.

The base bands. From our UGC Rates Report UK 2026, per video with organic rights. The calculator is built on those figures rather than holding its own set, so the two cannot drift apart.

The rights. Paid usage follows our own UGC Rates Report UK 2026: 20 to 40 per cent of the content fee for 3 to 6 months of paid ads (25 at 3 months, 35 at 6), 30 to 50 per cent for 12 months (40), and 100 to 150 per cent with no end date (125). One month at 15 is our own step below the report's bands. Handle ads follow the low end of Xolo's 30 to 100 per cent a month, for the paid term and at most 12 months. Category exclusivity follows JoinBrands and Elev8or at 30 to 50 per cent; twelve months is our step.

Our own judgement. The industry weights, the deliverable weights, the bundle curve past five videos and the extras other than rush. Each is shown under "Where these figures come from" so you can see what it did to the figure.

How it adds up. Each line of the quote is rounded to the nearest 5 pounds, and the total is the sum of the lines, so a printed quote always adds up. The budget fit tries every way down from the deal on the table and never lowers the band, the experience or the price of the work.

How it was checked. Before this page shipped, all 1,684,800 combinations without extras were calculated: none gave an impossible value, a low end above the high end, or a larger order costing less. The budget fit was checked against a full search by hand on worked cases.

What it cannot know. Your relationship with the client, how much they need the work, what they paid the last creator, or what your videos sell. Those move a real quote more than any weight here. Treat the result as a defensible opening position, not a ceiling.

Nothing here is transmitted. The whole calculation, the budget fit and the quote are made in your browser. There is no sign up, and nothing reaches us unless you ask us to email you the result.

Questions people ask

How much should a UGC creator charge in the UK?

For one video with organic rights, our UGC Rates Report UK 2026 puts an established creator at 150 to 350 pounds, a beginner with under six months of paid work at 50 to 150, and a creator who can show what their content did in a brand's ad account at 350 to 700 and above. Paid usage, handle ads, exclusivity and extras are priced on top.

What are usage rights and why do they cost extra?

Usage rights say where a brand may put your content, for how long, and whether it may spend money promoting it. Organic use on its own channels is normally in the base rate. Paid ads are not, because the brand is putting budget behind your face to make sales. Our UGC Rates Report UK 2026 finds paid ads add 20 to 40 per cent of the content fee for 3 to 6 months and 30 to 50 per cent for 12 months, so the cost per month falls as the term grows.

What do I say when a brand's budget is lower than my quote?

Offer less, not cheaper. Press "Their budget is lower?" under Fine tune, type their figure, and the calculator shows what you can give for it while keeping your price for the work whole: a shorter paid term, no handle ads, no exclusivity, fewer videos. If their figure is below the price of one video with organic rights, it tells you so, and the honest answer is to counter or say no.

Should I quote one price or separate creation from rights?

Always separate them. Two lines give you something to remove when a budget is tight: shorten the usage term rather than cutting your rate for the work. A blended number leaves you nowhere to go except down, and the cut tends to stay for that client.

What is whitelisting, and is it the same as a Spark Ads code?

Whitelisting means a brand runs paid ads from your handle, so the advert appears to come from you. Today it is mostly done with a code: an Instagram partnership ad code or a TikTok Spark Ads code, each with a set period. Full access to your ad account is the older, larger version and is rare now. Xolo puts handle ads at 30 to 100 per cent of the content fee a month, on top of paid usage.

Why does my industry change the rate?

Because a converting video is worth more in some categories than others. Regulated and high consideration sectors such as finance, health and software are weighted up, partly for the care the claims need. High volume consumer categories are weighted down because they buy in quantity. The weights are our own judgement and are shown in the working.

Should I discount for bundles?

Yes, modestly. Elev8or puts a three video bundle at 10 to 15 per cent off, and JoinBrands says the same for volume. A bundle means one brief, one delivery of product and one relationship. Discounting a single video gains you nothing and sets the expectation for good.

Should raw footage cost less than an edited video?

Usually, because the edit is a large share of the work, and the calculator weights it at three quarters of an edited video on our own judgement. Be careful what you hand over though: raw files can be cut into many adverts, so if a brand wants the files as well as the edit, price both.

Do I need a big following to charge these rates?

No, and this is the main difference between UGC and influencer work. In UGC the brand posts the content on its own channels, so your follower count is not what it buys. It buys content that performs. A post on your own account as well is an influencer post and is priced on top.

Do I add VAT to a UGC quote?

Only if you are VAT registered. Every figure in this calculator is before VAT. GOV.UK explains when you must register, and it is worth checking as your yearly income from UGC grows.

Is a rush fee reasonable?

Yes, when the deadline really pushes other work aside. JoinBrands puts rush fees at 25 to 50 per cent of the base rate; the calculator adds 30 for delivery in under 72 hours. Say so before you accept, not on the invoice.

Is anything sent to you when I use this calculator?

No. It runs in your browser with no sign up. Your answers stay on your device, the quote is drawn there, and a link you send carries the answers after the # sign, which browsers never send to a server. Nothing reaches us unless you ask us to email you the result.