How much does UGC content cost? UGC rates. The complete guide for brands

UGC has become one of the most powerful formats on social media. It’s not just us saying it: campaign performance, the authenticity it conveys and, above all, the connection with the audience all prove it.

But there’s one major question many brands have when considering getting started: How much does UGC content cost?

Spoiler: it’s not as cheap as many people think, nor as expensive as they fear. We explain everything here.

UGC content is a video, image or audiovisual asset that is not produced by an agency or traditional influencers (influencer vs UGC), but by independent creators—real people who DO NOT HAVE FOLLOWERS (or have very few, averaging between 500 and 3,000 followers). It is often a video recorded on a mobile phone, in the first person, with a more natural and less advertising-focused approach.

You may be interested in: UGC content examples | UGC benefits.

That doesn’t mean it’s improvised: it is backed by script, structure, editing and strategy.

But first…

Because content created by your users or external creators builds more trust. According to Nielsen, 92% of consumers trust recommendations from real people more than traditional advertising (see the source).

If you want to know how it’s done in Spain, take a look at this: UGC in Spain.

Because you can create UGC content for organic posts and campaigns, as well as for websites and physical devices (in-store screens, etc.).

• Freshly Cosmetics uses UGC creators in its campaigns to showcase products in real-life use.
• Telepizza uses UGC creators and micro-influencers for its campaign promotions.
• Olistic combines creator videos on TikTok explaining how the product works for them with its own Paid Media campaigns.
• Pompeii Brand has used clips of users showing how they style their sneakers in everyday looks.
• MasterD uses UGC created with HICARI for its social ads strategy.
• Too Good To Go has managed to make videos viral in which creators share their experience using the app to “save food”.
• Quehoteles uses HICARI creators to generate content for its social media, in an informative way and with the aim of generating engagement, reaching up to x2,000% in organic views for some content and, normally, +400%.

The restaurant chain uses UGC profiles and micro-influencers as a content creation pillar on Instagram (@tonyromasspain). It also occasionally creates collaborative content with these profiles, regardless of how many followers they have—the aim is to create real content and share it.

@viajescarrefour works with UGC and content creators on Instagram, who generate content for its social media. The brand uploads it as if it were its own, using content genuinely recorded by real people sharing their experience and bringing the brand closer to its audience.

This type of content not only sells more, it also costs less than a large-scale production. But it requires care… and respect for the creator’s work.

But enough from me… here’s the million-dollar question! UGC rates:

At HICARI, we have set a minimum price of €70 per piece of content. Not to create a barrier, but to guarantee a quality standard and support creators. The price per video drops to €60 if you top up your balance with a Scale Pack, where you receive extra balance.

That said, the optimal price range for UGC creators on HICARI is €70, €105 and €140 per single piece of content. If you purchase video packs, the cost per video drops much further.

Imagine you’re a cosmetics brand and want an “honest review + product application” video with subtitles, music, and a duration of 30s to 45s. How much could it cost?

Estimated price: between €125 and €145 on HICARI, equivalent to a Pro creator making a video between 30 and 60 seconds long. Although, of course, it all depends on the creator.

On HICARI, you can select the “Flexible budget” option when launching your brief (how to create a brief for a video creator). This allows creators to suggest a price based on what you’re asking for. You can review their portfolios, see what they offer, and accept or negotiate.

This saves you time, while also ensuring transparency from the very beginning.

To understand how to apply UGC content to your strategy, here’s a realistic example of one week of content on Instagram + TikTok videos using HICARI, Spain’s TOP UGC platform.

All these videos can be obtained through clear briefs on HICARI. You can have 2–3 different creators working in parallel and repurpose assets for different formats.

A good UGC strategy helps you:

• Generate consistent and varied content
• Use real, authentic content instead of stock images
• Connect with your audience in a genuine way
• Have real brand ambassadors
• Increase CTR and conversions in Paid Media campaigns
• Reduce production costs without compromising quality

Don’t underestimate the impact of paying a little more. A €30 UGC asset probably won’t be worth it… but a PREMIUM €160, 30-second video can exceed your expectations and go viral. And yes, HICARI has the best prices on the market, even if that same creator is on other platforms or UGC agencies.

A TOP creator who knows how to use hooks, write scripts and edit deserves to be paid accordingly. And I’m sorry, but when a creator charges you €30 for a video… you have to question their quality and experience. That’s why at HICARI we make sure to pay a minimum rate so we only work with high-quality creators. If you’re a brand that values creativity, authenticity and connecting with your audience… HICARI is for you.

Launch your first brief and start creating content for your social media with real creators. We’ll help you along the way. Sign up now or get in touch!