UGC rates in the United Kingdom by follower quartile
| Creatorfollowers and tier | UGC video, 15 to 30sproduction, not country-adjusted | Instagram feed postposted, market factor 1 | Instagram Reelposted, market factor 1 | TikTok videoposted, market factor 1 |
|---|---|---|---|---|
| Bottom quarter674 followers, nano tier | $150$100 to $250 | $60$40 to $85 | $90$65 to $125 | $60$40 to $85 |
| Median creator1,578 followers, nano tier | $150$100 to $250 | $60$40 to $85 | $90$65 to $125 | $60$40 to $85 |
| Top quarter4,438 followers, nano tier | $150$100 to $250 | $60$40 to $85 | $90$65 to $125 | $60$40 to $85 |
2026 planning estimates from our calculator model and public rate cards. Follower figures are real, from our 7 October 2026 index snapshot. Posted columns apply the engine's US/UK/CA/AU market factor (1x); the production column is not country-adjusted. All figures are in US dollars. Production columns are our UGC rate model, which prices by follower tier only: it has no niche or country input. Posted columns are our influencer engine at platform-typical engagement, organic use and no exclusivity. How these rates are modelled.
How the United Kingdom compares
The influencer engine is the only one of our two models with a country input. It places the United Kingdom in its tier-one market (US/UK/CA/AU) at a 1x factor. That is the reference market, so the posted columns above are the engine's unadjusted output and there is no tier-one comparison to make.
Creators in the United Kingdom are smaller than the index as a whole: a median of 1,578 followers against 1,680, with 23% at 5,000 or more and 3.7% at 10,000 or more (index-wide: 22% and 11%). The median creator is nano tier, the same tier as the index median, so the production column here matches what most UGC briefs pay anywhere.
The deepest niches in the United Kingdom are beauty (896), travel (431), fashion (367) and parenting (347). Niche rate pages such as beauty UGC rates and travel UGC rates use the same models without the market factor.
2,706 of the 3,380 creators we index in the United Kingdom are on Instagram and 674 on TikTok, a TikTok share of 20% against 6.9% index-wide. The TikTok median is 1,366 followers against 1,699 on Instagram. 45% list a portfolio.
For a brand budgeting in the United Kingdom, the practical reading is simple: the production figures apply as they stand, and a creator quoting well above them is pricing their audience rather than the work. Ask which of the two you are paying for before you negotiate.