UGC rates in Spain

Creator-generated content—known as UGC—is already a reality for brands and agencies, and for any digital marketing strategy, regardless of how large or small the company is. However, one of the questions that raises the most doubts among brands considering working with UGC content is: how much does it really cost to produce UGC videos in Spain?

Before you continue reading, here is our general article on UGC rates.

In this article, we answer that question with up-to-date ranges, specific examples, the factors that influence pricing and how to set your expectations based on the type of content you need.

The UGC market in Spain is growing and becoming more professional, and rates reflect this evolution.

These figures have a direct correlation with the quality, experience and complexity of the content, not with the creator’s follower count.

Keep in mind:

• We are referring to videos delivered to companies, with Paid rights.
• If creators publish on their own social networks, there is usually an additional fee of 20-100€

To cut to the chase, here are HICARI’s UGC rates:

At HICARI, we have structured our rates to be clear, fair and scalable, without sacrificing quality. These are the current benchmarks:

• From 70€ per video as the guaranteed minimum price.
• Standard rates for individual content on HICARI start at: 70€, 105€ and 140€ per piece.
• If you purchase video packs, the cost per unit drops considerably (higher volume = better pricing) because free credit is added when you top up, bringing the price down to 60€ per video.

Listed from most expensive to least expensive:

1. Marketing agencies and UGC agencies: agencies charge the creator’s price plus a 10-30% intermediary and agency commission fee. The average UGC price is around 120€, and this commission is added to the creator’s total.
2. Directly from creators: the average price is around 80-120€. In this case, creators charge extra for hooks, publishing as Paid Ads or posting on social networks.
3. UGC platforms: prices range from 40€ to 300€, which is usually the creator’s price. In the case of HICARI, prices are fixed and start at 70€, increasing only according to video length.

If you look for UGC independently through UGC creators, marketing agencies or UGC agencies, there is no “single standard” price, because each project is determined by one or more factors.

Except when you work with HICARI, where prices are standardised.

A simple unboxing is not the same as a video with storytelling, multiple shots or a developed script. Nor is delivering dozens of raw videos the same as providing highly complex editing. Content type usually affects the price. For example, the videos we create with UGC 2.0, featuring a creative script and professional editing, are not the same as a simple 15-second testimonial UGC video, such as these MasterD UGC examples.

A 15s video does not require as much time or editing as a 60s video with hook variations (hook ideas).

Subtitles, social-media-friendly pacing, transitions, effects and the use of AI for editing increase the cost and impact of each piece. A professional filmmaker-style pace gives the content added value.

An example with very subtle AI editing:

If the creator receives the product and records it themselves, the cost can be adjusted; if additional logistics are required, it may increase. However, it is generally assumed that whoever ships the product covers this expense as part of the process. For example, this video recorded for a HICARI client: Mood Earplugs:

When content is going to be used in paid media, landing pages or extended campaigns, higher fees are commonly associated with the value of the license. Except when you request UGC on HICARI, which has no additional cost, and includes Paid usage for 2 years for each piece.

The reality is that creators UGC who charge more than €200–€300 per video do so because, in most cases, they are micro-influencers and sell their content (their face) alongside their role as an “influencer”

For brands beginning to work with UGC, a recommended roadmap is:

1. Which channel needs a quality boost with videos (organic social media content plan, paid…)
2. Define how many videos you need per month
3. Establish what type of content you need to produce (testimonials, vlogs…)
4. Set a maximum budget

With all this in place, you’re ready to start creating UGC content.

UGC rates in Spain are evolving, and it’s no longer simply about producing “cheap” content. Today, brands invest in professional UGC that converts, and they know that paying for quality has a direct impact on results.

At HICARI, you have a pricing structure designed to give you access to quality content without barriers or confusion: from individual pieces to scalable packs, with strategic support included.