UGC Pricing Calculator for India
Work out what to charge — or what to pay — for UGC: videos a brand posts on its own channels or uses in ads. UGC is priced per video, not by follower count.
- Free
- No sign-up
- Runs in your browser
What UGC pricing is based on
UGC (user-generated content) is content a creator makes for a brand to use on the brand’s own page or in its ads. The creator usually does not post it to their own followers, so the price is about the work — the video, the rights and any extras — not about audience size.
That is what makes it different from an influencer post, which is priced by audience. If a creator will post to their own followers, use the Influencer Rate Calculator instead.
How this estimate is worked out
- Start from experience. We take the usual price for one 16–30 second video at that level, with organic use on the brand’s own pages included.
- Adjust for length. A 60-second video takes more scripting, filming and editing, so it costs more — not double, but roughly 1.6 times.
- Add rights and extras. Paid-ads rights, partnership ads, extra hooks, raw footage and rush delivery are priced as a percentage on top.
- Add a script if needed. A flat ₹2,500 per video.
- Apply a package discount. Booking several videos usually lowers the price per video.
- Give a range. The walk-away minimum is 20% below the market rate and the opening ask is 25% above it.
Example. An intermediate creator makes 3 videos of 16–30 seconds, each with one extra hook. The brand wants paid-ads rights for 90 days.
Base ₹6,000 + 45% (paid ads, 90 days) + 25% (one extra hook) = ₹10,200 per video. × 3 videos = ₹30,600. Less the 10% package discount = ₹27,540.
The calculator shows a walk-away minimum of ₹22,000, a market rate of ₹27,500 and an opening ask of ₹34,500.
Typical UGC prices in India
For comparison, here is what 2026 India guides report for one video by experience. The range inside each level is wide, because niche, portfolio and the rights included all change the price.
| Experience | What it usually means | Reported range per video |
|---|---|---|
| Beginner | Little or no portfolio yet | ₹1,500 – ₹4,000 |
| Intermediate | Some brand work and a small portfolio | ₹4,000 – ₹10,000 |
| Experienced | Strong portfolio and repeat brands | ₹8,000 – ₹20,000 |
| Expert | Proven ad results or a high-value niche | ₹20,000 – ₹50,000+ |
India rates reported in 2026 for a 16–30 second video with organic use. Studio-made UGC, marketplaces and individual creators price differently, so the sources overlap and disagree.
The adjustments we apply
Video length
| Video length | Compared with 16–30 seconds |
|---|---|
| Up to 15 seconds | × 0.75 |
| 16–30 seconds | × 1 |
| 31–60 seconds | × 1.6 |
Package discount
| Videos in the deal | Package discount |
|---|---|
| 1–2 | None |
| 3–4 | −10% |
| 5–9 | −15% |
| 10 or more | −25% |
Larger bulk orders can earn a bigger discount than this, so treat the top row as a starting point.
Rights and extras
| Add-on | Added to the base price |
|---|---|
| Organic use on the brand’s own pages | Included |
| Paid ads — 30 days | +30% |
| Paid ads — 90 days | +45% |
| Paid ads — 6 months | +75% |
| Paid ads — 12 months | +100% |
| Partnership ads from the creator’s handle — 30 days | +30% |
| Partnership ads from the creator’s handle — 90 days | +85% |
| Extra hook variations (each) | +25% |
| Raw footage handed over | +40% |
| Rush delivery (under 3 days) | +40% |
| Script written by the creator | +₹2,500 per video |
Percentages are added together and applied to the base price. Rights for 12 months or longer are usually negotiated separately.
What the base price covers
- One finished, edited vertical video
- Basic edit: cuts and captions
- Organic use on the brand’s own pages for a limited time
Not included unless agreed
- Paid-ads use and partnership ads
- Extra hook variations and raw footage
- A script, rush delivery, or exclusivity
- Photos — we only estimate video
Tips for quoting and briefing
If you are a creator
- Quote per finished video and itemise it: the video, each extra, and the rights with a start and end date.
- Keep paid-ads use out of your base price. It is where a brand gets the most value, so price it as its own line.
- Offer a small package for several videos rather than a single very low price.
- Review your rates every 10–15 projects, and raise them for new clients first.
- Quotes usually exclude GST. If you are registered, add it on top — check with your CA.
If you are a brand
- Decide where the video will run before you brief. “Organic only” and “paid ads for 90 days” are very different prices.
- Ask for hook variations instead of more videos — they cost less and give you more to test.
- Set some budget aside to try new creators before you commit to a larger order.
- Compare the quote with the walk-away minimum and market rate here before you reply.
Frequently asked questions
Why does it not ask about followers?
UGC is priced by the work delivered, not by audience. The brand posts the video on its own channels, so a creator does not need followers to be a UGC creator. Experience and portfolio matter much more.
What is included in the base price?
One finished, edited vertical video of 16–30 seconds with cuts and captions, with organic use on the brand’s own pages for a limited time. Paid-ads use, partnership ads, raw footage, extra hooks, a script and rush delivery are priced on top.
What is the difference between usage rights and partnership ads?
Usage rights let the brand run the video as an ad from its own accounts. Partnership ads (also called whitelisting) let the brand run ads through the creator’s own handle, so the ad appears to come from them. They are priced separately.
What is a hook variation?
The first 3–5 seconds of a video decide whether people keep watching. A hook variation is an alternate opening, so a brand can test which one works best without paying for a whole new video.
Do you cover photos?
Not yet. Photo pricing depends heavily on how many photos and how they are used, and we do not have reliable India figures, so we only estimate video.
Do these prices include GST?
No. Quotes are normally given before GST. If you are registered, add it on top — 18% is the usual rate for these services, but check with your CA.
Why do other websites show very different prices?
India UGC prices vary a lot. Some figures are for studio-made videos, some for individual creators, and some bundle paid-ads rights into the price. We show the workings so you can see what is included, and the range inside each experience level.
How accurate is this?
It is an estimate built from 2026 India guides and industry benchmarks, last reviewed September 2026. Real prices depend on the creator’s portfolio, the brief and the rights. Use it as a starting point.
Do you store what I enter?
No. Everything is worked out in your browser and nothing you type is sent to our servers.
Show brands your real numbers
Creators list their rates on RelayCollab, and brands contact them directly — no agency in the middle.
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See all tools →Estimates only, based on 2026 India guides and industry benchmarks (last reviewed September 2026). This is not financial or legal advice; every brief is different.