TikTok and UGC rate card: pricing content brands can run as ads

UGC is not influencer marketing. Influencer posts rent your audience; UGC sells the brand footage to run on their own channels. Pricing them the same way is the most common way creators lose money on TikTok.

Two different products

• Sponsored TikTok post — published on your handle, priced on reach and engagement rate.
• UGC video — delivered as a file, never posted by you, priced on production plus usage. Your follower count is almost irrelevant; your hook rate and edit quality are everything.

Typical UGC structure

Common market ranges: $150–$400 for a single 15–30s video, $400–$900 for a 3-video bundle with hook variations, plus $50–$150 per extra hook or aspect ratio. Then layer the commercial terms:

• Organic usage on brand channels, 3–6 months: included or +20%.
• Paid ads usage (Spark Ads, Meta): +50–100%, always time-boxed.
• Perpetual/unlimited rights: 2–3× base. Prefer 6- or 12-month windows so it renews.
• Whitelisting from your handle: separate line item, monthly fee.
• Exclusivity in category: +20–50% for the agreed period.

Bill the work, not just the clip

Scripting, shooting, on-camera talent, props, locations, revisions (cap at two) and rush turnaround are all billable. If they supply the product only, that is not payment — state that plainly in your terms.

Present it clearly

Give UGC its own tier on your rate card so brands cannot buy ad rights at post prices, and keep a separate kit versus rate card split. Back it with a short case study showing hook rate or CPA improvement — that is the metric performance marketers buy, and it is what they check first.

Keep going: see how to build an influencer media kit or start from a ready-made media kit template.