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UGC rate calculator: UGC rates in India and the US
Know your rate.
Name it well.
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.
Sample rate brief
Illustrative estimateSponsored post · Recommended anchor
$250
Flexible floor
$175
Premium ceiling
$350
A range you can defend
The pricing principle
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.
Build a rate you can defend
Set your audience signal, add the rights a brand wants, then use the live brief as your negotiation anchor.
Build your benchmark
Tell us your signal.
Comparing you with the 10K to 50K band.
Live rate brief
Per hour
$60
Your confident opening number. It sits at the centre of a defensible range, not at the edge of what a brand might accept.
Flexible floor
$45
Premium ceiling
$80
Switch deliverable
Use the anchor in your proposal, keep the range for negotiation. Scope, turnaround and brand fit can move the final fee. Agree usage rights in writing before you quote.
Turn this estimate into a campaign brief
Keep the calculator free and anonymous. When you are ready, carry the planning forward with goals, deliverables, usage rights, and a creator shortlist in one structured brief.
Creator production rate benchmarks
Published percentiles from creator rate cards on Limurse. The median is the going rate; the spread is where negotiations land.
US dollars (USD)
| Followers | Reel or video | Feed post |
|---|---|---|
| Under 10K | $70$25 to $150Median of 476 rate cards | $50$15 to $100Median of 474 rate cards |
| 10K to 50K | $150$60 to $300Median of 149 rate cards | $100$50 to $173Median of 146 rate cards |
| 50K to 250K | $300$150 to $500Median of 91 rate cards | $200$100 to $400Median of 93 rate cards |
| 250K to 1M | $900$450 to $2,100Median of 23 rate cards | $500$225 to $950Median of 22 rate cards |
| 1M and up | $1,500$700 to $4,650Median of 11 rate cards | $500$300 to $1,800Median 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 2240 published rate cards; groups below the minimum sample are suppressed so no individual rate is identifiable.
Indian rupees (INR)
| Followers | Reel or video | Feed post |
|---|---|---|
| Under 10K | ₹2,000₹1,000 to ₹3,500Median of 1585 rate cards | ₹1,000₹500 to ₹2,000Median of 1585 rate cards |
| 10K to 50K | ₹5,000₹2,000 to ₹10,000Median of 867 rate cards | ₹2,000₹1,000 to ₹5,000Median of 854 rate cards |
| 50K to 250K | ₹10,000₹3,125 to ₹20,000Median of 386 rate cards | ₹5,000₹2,000 to ₹10,000Median of 375 rate cards |
| 250K to 1M | ₹20,000₹8,000 to ₹32,500Median of 51 rate cards | ₹8,000₹4,625 to ₹13,750Median of 50 rate cards |
| 1M and up | ₹35,000₹15,000 to ₹68,750Median of 14 rate cards | ₹15,000₹6,250 to ₹47,500Median of 14 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 8655 published rate cards; groups below the minimum sample are suppressed so no individual rate is identifiable.
UGC rates in India and the US are set per video depending on the content type, the quality of the footage, and how the brand will use it. Creators charge extra when UGC videos run as paid ads, because running paid media on the content is where the brand earns its return. 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.
How these numbers are produced
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 smallest currency unit 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. Brands comparing those asking rates with measured CPM, CPE and ROAS can use the Creator Commerce Index.
Republishing these figures
The benchmark tables are open data. Quote them, chart them, or build on them in your own analysis.
These percentiles are published under the Creative Commons Attribution 4.0 licence. You are free to reproduce the tables, quote individual figures, and adapt them for your own work, including commercially, provided you credit Limurse and link back to the page you took them from.
Source: Limurse creator rate benchmarks, https://limurse.ai/ugc-rate-calculator
The tables are recalculated as creators update their rate cards, so cite this page rather than a saved copy. If your figures need to stay reproducible, name the date you read them.
Frequently asked questions
How much should I charge for UGC?
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.
Does UGC pricing depend on follower count?
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.
How do usage rights change a UGC rate?
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.
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- Find UGC creators
Source video-first creators once the per-asset budget is set.
- UGC platform
Run briefs, approvals, rights, and asset handoff in one workflow.
- Get paid as a creator
How paid collaborations run end to end on Limurse.
- Hire influencers
For brands budgeting a campaign against these benchmarks.
Publish your rate card on Limurse
Creators who list a rate card get matched to briefs with a budget that fits, and their figures help keep these benchmarks current.