The two length steps are 30% for 30 to 60 seconds and 60% for over 60 seconds. They are deliberately less than proportional, because the parts of a shoot that cost real effort, setting up, lighting, wardrobe and travel, are paid once whatever the runtime ends up being.
The numbers
| Deliverabletypical, then low to high | Nanounder 5k followers | Micro5k to 25k followers | Mid25k to 100k followers | Established100k+ followers |
|---|---|---|---|---|
| Production | ||||
| UGC video, 15 to 30sper finished video | $150$100 to $250 | $225$150 to $350 | $375$250 to $600 | $650$400 to $1,000 |
| UGC video, 30 to 60sper finished video | $195$130 to $325 | $295$195 to $455 | $490$325 to $780 | $845$520 to $1,300 |
| UGC video, 60s and overper finished video | $240$160 to $400 | $360$240 to $560 | $600$400 to $960 | $1,040$640 to $1,600 |
| Add-ons | ||||
| Raw footage add-onper video, 30% with a floor | $50$50 to $75 | $70$50 to $105 | $115$75 to $180 | $195$120 to $300 |
| Hook variationper extra opener, 20% with a floor | $30$25 to $50 | $45$30 to $70 | $75$50 to $120 | $130$80 to $200 |
| Rights | ||||
| Paid usage, 3 monthsper video, added to production | $40$25 to $65 | $55$40 to $90 | $95$65 to $150 | $165$100 to $250 |
| Paid usage, 6 monthsper video, added to production | $75$50 to $125 | $115$75 to $175 | $190$125 to $300 | $325$200 to $500 |
| Paid usage, 12 monthsper video, added to production | $150$100 to $250 | $225$150 to $350 | $375$250 to $600 | $650$400 to $1,000 |
2026 planning estimates from our calculator model and public rate cards. Not a quote, and not drawn from our creator database. Production rows are per finished asset, add-on and rights rows are per video. Every figure is derived from the same model as the UGC rate calculator.
Estimate your own brief
The same model as the table, with your inputs. Nothing is sent anywhere and there is no signup.
Pick the length from the brief, not the budget
Count the ideas in your brief. One idea belongs in 15 to 30 seconds and prices at $225 typical at micro tier. Two or three ideas, or anything that needs a demonstration plus a proof point, belongs in 30 to 60 seconds at $295. A genuine explainer or destination piece belongs over 60 seconds at $360.
Compressing three ideas into 20 seconds to save money produces a video that tests badly, which is the most expensive outcome available. Buying the right length is cheaper than buying a short video twice.
What the add-ons cost per video
Raw footage is 30% of the video fee with a floor of $50, which is $50 at nano tier and $70 at micro. Each hook variation is 20% with a floor of $25, or $30 and $45. Both are the cheapest lines on the card relative to what they give you: one is footage that already exists, the other is one extra take.
For anyone running paid media, buying both on the first order is close to automatic. Raw footage plus three hook variations on a micro video adds $70 plus $135 to a $225 production fee, and turns one asset into a small library of tests.
Rights are per video too
Every rights line in our model is priced per video, not per order, which is what makes batch decisions matter. Three months of paid usage is $55 per video at micro, six months $115, twelve months $225, whitelisting $70. Across ten videos those figures multiply.
So the structure that keeps a video programme affordable is uniform production, differentiated rights: buy the same video ten times, buy 3 month usage on all ten, and buy the 12 month extension only on the one or two that earn it.
What to hand the creator before they shoot
The price you pay is partly set by how much uncertainty the creator has to absorb, so removing uncertainty is a discount you give yourself. Send the product early enough to arrive before the shoot date. Name the aspect ratio, the runtime range, whether captions are burned in, whether the creator writes the hook, and the number of revision rounds included. Five lines, and they remove most of the reasons a quote lands at the top of the band.
Then name the single shot you cannot ship without. Almost every reshoot in UGC traces back to a shot that existed in the brand's head and not in the brief. A creator who knows the one frame that matters will protect it through the whole shoot, and you will not be buying the same video twice.
Finally, agree the file handover before the shoot rather than after it. Name the format, the resolution and the transfer method, and ask for the video without burned in captions alongside the captioned version if you plan to localise it later. Both files come from the same export session and cost nothing extra at that moment; asking for the clean version a month later can mean asking for a reshoot.
Questions people ask
What is the rate for a UGC video?
For 15 to 30 seconds our model gives $150 typical at nano tier, $225 at micro, $375 at mid and $650 at established, as 2026 planning estimates from our calculator model and public rate cards.
How much more is a 60 second UGC video?
60% more than the 15 to 30 second reference, so $360 at micro tier against $225. A 30 to 60 second video is 30% more, or $295.
Should I buy raw footage with every video?
If you run paid media, yes. At 30% of the video fee it is $70 per video at micro tier, and it is what lets your editor build cutdowns without commissioning a second shoot.