How to price TikTok videos, Reels and raw footage in 2026

UGC creation and influencer posting are different

A UGC creator is normally paid to produce content for a brand to use.

An influencer is normally paid partly for access to their audience.

A creator with 1,000 followers may still charge a professional production fee for a high-quality product video. Their follower count is less important when the brand is buying the creative rather than reach on the creator’s account.

When posting is required, the creator may charge an additional publishing or influencer fee based on:

• Audience size
• Engagement
• Average views
• Audience location
• Category
• Exclusivity
• Campaign duration
• Number of posts

Indicative UK UGC rates for 2026

Current UK pricing guides commonly place a standard 15-to-60-second UGC video at approximately £150 to £350, with beginners sometimes starting around £80 to £150 and experienced creators charging £500 or more for more involved work. These are market indications rather than compulsory rates.

Beginner creator

• One edited UGC video: £80–£150
• Three-video package: £225–£400
• Five product photographs: £50–£120
• Additional hook: £20–£50
• Raw footage: additional 30%–50%

Developing creator

• One edited UGC video: £150–£300
• Three-video package: £400–£750
• Five product photographs: £100–£250
• Additional hook: £30–£75
• Raw footage: additional 40%–75%

Experienced creator

• One edited UGC video: £300–£600+
• Three-video package: £800–£1,500+
• Product photography package: £250–£600+
• Additional hook: £50–£150
• Raw footage: additional 50%–100%

Specialist creators may charge more where the content requires advanced filming, technical knowledge, multiple locations, family members, complex styling or professional equipment.

Pricing a TikTok video

A TikTok-style UGC video may include:

• Concept development
• Script or talking points
• Product preparation
• Outfit styling
• Filming
• Voiceover
• Editing
• Captions
• Music selection
• One or more revisions
• File delivery

Your quote should state exactly what is included. For example:

One 30-second vertical UGC video, including concept, filming, editing, captions, one opening hook and one round of minor revisions: £225.

This is clearer than simply writing “TikTok video: £225.”

Pricing an Instagram Reel

When the Reel is produced for the brand’s account, the rate may be similar to a TikTok-style UGC video.

Charge more where the brief includes:

• Multiple locations
• Detailed transitions
• Advanced outfit changes
• Aesthetic colour grading
• Several products
• Custom graphics
• Licensed audio
• Posting to your own account
• Collaboration-post access
• Longer captions
• Community management

A Reel published to your own audience should usually have two components:

• Content creation fee
• Posting and audience-access fee

For example: content production £250, posting to creator account £200, total £450.

The exact posting fee depends on the creator’s audience and typical results.

How to price raw footage

Raw footage is valuable because the brand can re-edit it into multiple adverts, hooks and formats. It should not automatically be included for free.

Raw footage may contain:

• Unused takes
• Clean product shots
• Alternative wording
• Different camera angles
• Lifestyle B-roll
• Product demonstrations
• Additional reactions
• Versions without music or text

A simple approach is to charge an additional percentage of the creation fee. For example: edited video £250, raw footage at 50% £125, total £375.

Charge more if the brand wants:

• Every original file
• Extensive B-roll
• Multiple scripts
• Several outfits
• Perpetual use
• The right to create unlimited new adverts
• AI training, cloning or synthetic editing rights

Do not give permission for a brand to clone your image or voice merely because it purchased raw footage. Any AI replication rights should require a separate written agreement and fee.

Charge separately for usage rights

The creation fee pays for producing the asset. Usage rights determine how the brand may use it.

Your agreement should specify:

• Organic social media use
• Website use
• Email use
• Paid Meta advertising
• TikTok advertising
• Whitelisting
• Spark Ads
• Territory
• Duration
• Editing rights
• Sublicensing
• Exclusivity

For organic use on the brand’s own channels, creators sometimes include a limited licence within the basic fee. Paid advertising should usually cost more because the brand may repeatedly use the creator’s likeness and content to generate sales.

Fixed usage fee

• Three months paid usage: £150
• Six months paid usage: £250
• Twelve months paid usage: £400

Percentage of creation fee

• Three months: 30%–50%
• Six months: 50%–100%
• Twelve months: 100%–200%

Monthly renewal

• Base video: £250
• Paid usage: £75 per month

Current industry guides report wide variations, with usage rights sometimes adding between 25% and 150% or more to the production fee.

Extra hooks and variations

Brands often want to test several openings using the same main video. For example:

• “I finally found…”
• “Three reasons…”
• “Before you buy…”
• “POV…”
• “If you struggle with…”

Because most of the main footage already exists, an extra hook may cost less than an entirely new video. You might quote:

• One edited video with one hook: £225
• Three additional hooks: £90
• Two call-to-action variations: £40
• Total: £355

Clearly state whether each hook requires new filming or only editing.

Revisions

Include a defined number of revisions. For example: the fee includes one round of minor revisions requested within five working days.

Minor revisions may include

• Changing captions
• Replacing a clip
• Shortening the edit
• Correcting a missing message
• Adjusting the call to action

Charge extra for

• A completely new concept
• A new location
• A different outfit
• Refilming after the brand changes the brief
• Additional revisions beyond the agreed allowance

Exclusivity

Exclusivity prevents you from working with competing brands. This may reduce future income, so it should carry an additional fee.

The agreement should define:

• The exact competitors or product category
• Territory
• Start date
• Duration
• Platforms covered

Avoid broad wording such as “cannot work with another fashion brand for one year.”

A narrower clause might state: the creator will not publish sponsored content for another UK bamboo-modal hijab brand for 30 days after publication.

Rush fees

A rush fee may apply where delivery is required sooner than your standard turnaround.

• Standard delivery within seven working days: included
• Delivery within 72 hours: additional 25%
• Delivery within 24 hours: additional 50%

Only accept rush work when you can still maintain quality.

Example 2026 quote

A modest fashion brand requests:

• One 30-second Reel
• Three opening hooks
• Raw footage
• Six months of paid Meta advertising
• One revision
• Delivery within seven working days

The quote might be:

• Video production: £250
• Two additional hooks: £60
• Raw footage: £125
• Six-month paid usage: £200
• Total: £635

The correct amount depends on the creator’s experience and the complexity of the project.

Build a rate card, but stay flexible

A rate card gives brands a starting point. It might include:

• One edited UGC video
• Three-video package
• Five-video package
• Product photography
• Raw footage
• Extra hooks
• Paid usage
• Whitelisting
• Rush delivery
• Additional revisions
• Monthly retainers

However, review every campaign individually. A simple 20-second product demonstration is not the same as a five-location styling video involving several outfits and extensive editing.

The goal is not to charge the lowest amount possible. It is to agree a fair price that reflects the work, rights and commercial value involved.

Join Modest Creator Hub, set your creator rates and connect with brands looking for professional modest-lifestyle content.