UGC Creator Rates in the UK: What to Charge in 2026

UGC stands for User-Generated Content — though in the creator economy, it's more accurately described as 'content that looks user-generated but is made by a professional.' Brands pay creators to produce videos and photos that feel authentic and native to social platforms, then use that content in their own paid advertising.

The appeal for brands is clear: UGC-style ads consistently outperform polished, studio-produced creative. Meta, TikTok, and Google all report that UGC-style ads generate 2-4x higher click-through rates than traditional advertising. UK brands have caught on, and the UGC market has expanded rapidly.

The appeal for creators is equally clear: you don't need followers, you don't need to post on your own channels, and you can earn meaningful money relatively quickly. A UGC creator with no social media presence whatsoever can earn £1,000-£5,000/month by delivering content directly to brands.

UK brands spending on UGC include everyone from DTC (direct-to-consumer) startups to established retailers. Beauty brands, supplement companies, fashion labels, food delivery services, and fintech companies are among the most active UGC buyers in the UK market.

Rates vary by content type, usage rights, and experience level. Here's what the UK market currently pays.

Beginner UGC creators (0-3 months experience):
- Single video (15-60 seconds): £100-£200
- Photo set (3-5 images): £75-£150
- Video + photo bundle: £150-£300

Established UGC creators (3-12 months experience):
- Single video (15-60 seconds): £200-£400
- Photo set (3-5 images): £150-£250
- Video + photo bundle: £300-£600
- Hook variations (3 versions of the same video with different openings): £350-£600

Expert UGC creators (12+ months, strong portfolio):
- Single video (15-60 seconds): £350-£800
- Photo set (3-5 images): £200-£400
- Full content package (3-5 videos + photos): £800-£2,000
- Monthly retainer (ongoing content): £1,500-£4,000/month

Usage rights are included by default in most UK UGC deals — the brand is buying the content specifically to use in their ads. However, if they want to run the content for longer than 3 months or across more platforms than originally agreed, charge a usage extension fee (typically 30-50% of the original rate per additional 3 months).

UK UGC rates are roughly 15-25% lower than US rates, reflecting the smaller market. However, the gap is less pronounced than for influencer brand deals because UGC doesn't depend on audience size.

Getting your first UGC clients requires a portfolio, a pitch, and persistence. Here's the practical path.

Build a spec portfolio. Create 5-10 sample UGC videos for brands you like, even though they haven't hired you. Film unboxing videos, product reviews, and get-ready-with-me content using products you already own. This demonstrates your style and capability.

Set up your online presence. Create a simple UGC portfolio — a Carrd page, Notion site, or dedicated Instagram highlight reel works fine. Include your best samples, your rates, and a clear way to contact you.

Find UK brands to pitch. Look for UK DTC brands advertising on social media. If a brand is running social ads, they need content. Check TikTok's Ad Library and Meta's Ad Library to see which UK brands are actively advertising. Pitch brands directly via email or Instagram DM with your portfolio and a personalised message.

Join UGC platforms. Platforms like Collabstr, Insense, and Billo connect UGC creators with brands. They take a commission but provide a steady flow of opportunities. Trend.io is another option gaining traction in the UK.

Deliver professional work. Film in good natural lighting, use a clean background, ensure good audio quality, and deliver files in the correct format (vertical 9:16, high resolution). Meeting deadlines and being easy to work with generates repeat business, which is where consistent UGC income comes from.