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UGC
User generated content is a production service, not a media buy. Price it per asset or per shoot day, and price the usage rights separately, because that is where most of the value sits.
UGC is priced per asset or per shoot day, not per follower, because the brand runs the content on its own channels rather than yours. Audience size barely matters. Production quality, turnaround, the number of variants, and the usage licence are what set the rate, and the licence is usually the largest single factor.
Adjust the inputs to see where you sit against creators of comparable size. Nothing is stored and no account is needed.
Band: 10K to 50K
Average likes plus comments divided by followers, as a percentage.
Feed post
₹2,500
₹1,300 to ₹6,300
Based on 668 rate cards in your band
Reel or video
₹6,300
₹2,500 to ₹12,500
Based on 681 rate cards in your band
Per hour
₹3,000
₹2,300 to ₹4,100
Estimated from reach and engagement
These are negotiation starting points, not quotes. Rates move with niche, deliverable count, turnaround, and how much of the brand's media plan the content carries. Quote the range rather than a single figure, and agree usage rights in writing before the number.
Published percentiles from creator rate cards on Limurse. The median is the going rate; the spread is where negotiations land.
| Followers | Reel or video | Feed post |
|---|---|---|
| Under 10K | ₹2,000₹1,000 to ₹3,000Median of 1079 rate cards | ₹1,000₹500 to ₹2,000Median of 1076 rate cards |
| 10K to 50K | ₹5,000₹2,000 to ₹10,000Median of 681 rate cards | ₹2,000₹1,000 to ₹5,000Median of 668 rate cards |
| 50K to 250K | ₹8,000₹3,000 to ₹16,800Median of 293 rate cards | ₹4,000₹2,000 to ₹10,000Median of 281 rate cards |
| 250K to 1M | ₹10,500₹5,625 to ₹20,000Median of 34 rate cards | ₹5,000₹3,375 to ₹10,000Median of 34 rate cards |
| 1M and up | ₹20,000₹15,000 to ₹60,000Median of 9 rate cards | ₹10,000₹5,000 to ₹40,000Median of 9 rate cards |
Bold figures are the median rate. The line beneath is the 25th to 75th percentile spread, which is the range most negotiations land in. Cells marked as estimated did not have enough published rate cards to report safely, so they show the calculator formula instead. Aggregated from 6233 published rate cards; groups below the minimum sample are suppressed so no individual rate is identifiable.
| Followers | Reel or video | Feed post |
|---|---|---|
| Under 10K | $50$20 to $150Median of 253 rate cards | $36$15 to $100Median of 251 rate cards |
| 10K to 50K | $150$60 to $250Median of 89 rate cards | $100$45 to $156Median of 88 rate cards |
| 50K to 250K | $275$144 to $500Median of 52 rate cards | $158$100 to $350Median of 54 rate cards |
| 250K to 1M | $550$350 to $1,550Median of 11 rate cards | $300$150 to $913Median of 10 rate cards |
| 1M and up | $750$625 to $1,700Median of 6 rate cards | $400$263 to $1,250Median of 6 rate cards |
Bold figures are the median rate. The line beneath is the 25th to 75th percentile spread, which is the range most negotiations land in. Cells marked as estimated did not have enough published rate cards to report safely, so they show the calculator formula instead. Aggregated from 1229 published rate cards; groups below the minimum sample are suppressed so no individual rate is identifiable.
Follower bands matter far less here, so read these tables as a floor rather than a guide. What moves a UGC rate is volume, turnaround, the number of variants, and above all the licence. Organic-only use is the base rate. Paid amplification, whitelisting, and perpetual rights each move it up, because the brand is buying an advertising asset.
The method in full, so you can judge the figures rather than take them on trust.
Creators on Limurse publish a rate card as part of their profile. Those figures are grouped by deliverable and by audience band, and reported as the 25th, 50th, and 75th percentile of each group. Any group with fewer contributors than the minimum sample is dropped entirely rather than reported with a caveat, so no individual creator's rate can be worked back out of a published number.
Where a band has too few rate cards to publish, the calculator falls back to a transparent formula: a cost per thousand followers for a feed post, weighted by deliverable, scaled by engagement rate against a two percent baseline. Those cells are labelled as estimates throughout, and they are never mixed into the published percentiles.
Usage rights and category exclusivity are applied as uplifts on top of the base deliverable rather than as separate charges, because both extend how much value a brand takes from the same piece of work. Figures are rounded to negotiable numbers on purpose. A rate card that reads to the rupee implies a precision this data does not have.
These are starting points for a negotiation, not quotes, and not a guarantee of what any brand will pay.
User generated content is priced per asset or per shoot day, not per follower, because the brand is buying footage to run on its own channels. Audience size matters far less than production quality, turnaround, and the usage rights attached.
Much less than sponsored posting does. UGC is a production service, so rates follow craft, volume, and licensing. Creators with small audiences and strong production regularly charge more for UGC than larger accounts do.
They are usually the largest single factor. Organic-only use is the base rate; paid amplification, whitelisting, and perpetual licences each raise it, because the brand is buying an advertising asset rather than one piece of content.
Benchmark every deliverable against real creator rate cards.
A plain answer for creators pricing their first or next deal.
Posts, stories, and reels priced by follower band.
Integrations and dedicated videos priced by audience.
How paid collaborations run end to end on Limurse.
For brands budgeting a campaign against these benchmarks.
Creators who list a rate card get matched to briefs with a budget that fits, and their figures help keep these benchmarks current.