In short
- The average price of a 30-second UGC video with a Premium creator is 160€.
- The average includes the creator’s fee and the platform commission, and is based on real collaborations.
- Brands usually optimise for volume, with 20, 50, or hundreds of videos a year, rather than individual videos.
In this episode of Todo es Contenido, the HICARI podcast, we discuss the real price of UGC, starting with a very typical social media controversy: a creator outraged after being offered 500€ for a video.
The underlying question is simple —is there a “correct” price for a UGC video?
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The answer, based on real HICARI data: the average price brands pay for a 30-second UGC video with a Premium creator is 160€ (including the creator’s fee and the platform commission).
But this isn’t just our opinion; it is based on an average calculated from hundreds of collaborations and more than 400 brands and agencies that continue operating under this model because it works for them.
We also explain why brands rarely pay for a UGC video in isolation, instead optimising for volume—20, 50, or hundreds of videos a year—and why comparing a one-off 900€ deal with the market average is like comparing apples and oranges.
Listen to the full episode to understand how the UGC market really works, beyond the noise of social media.
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Frequently asked questions
What does the average price of a UGC video include?
It includes the creator’s fee and the platform commission for a 30-second UGC video made by a Premium creator. The average price is 160€.
Why isn’t there a single price for a UGC video?
The episode explains that comparing a one-off 900€ deal with the market average is like comparing apples and oranges. Brands usually optimise for volume, not individual videos.
Why do brands seek to produce several UGC videos?
Brands rarely pay for a UGC video in isolation. They usually optimise for volume, with 20, 50, or hundreds of videos a year, because they operate under this model.
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