Resources / UGC production
UGC agency or freelance creator: which to choose?
Ordering a video directly from a creator seems simpler and cheaper. Sometimes it is. Here’s how to know what suits your brand.
The real difference between the two
A freelance creator sells their production: they write, shoot and edit a video. A UGC agency sells a result: it defines the angles to test, finds several suitable creators, writes the briefs, checks quality, manages rights and analyses what works to produce the next batch.
The price paid to the creator is often similar in both cases. What changes is the time you spend on it and the number of truly usable pieces of content at the end.
The comparison at a glance
| Criterion | Direct creator | UGC agency |
|---|---|---|
| Price per video | Lower | Higher, but includes strategy, casting and follow-up |
| Time spent by your team | High: research, brief, chasing, feedback | Low: a single point of contact |
| Volume and diversity | Limited to one profile | Several creators and profiles in parallel |
| Consistent quality | Varies by creator | Checked before delivery |
| Usage rights | To negotiate yourself | Set out in the contract |
| Testing and learning | To organise yourself | Built into the method |
When to work directly with a creator
- You need one to three one-off videos.
- You already know how to write a good brief (see our UGC brief template).
- Someone on your team can manage the relationship, feedback and rights.
- You don’t need to test many variations in ads.
When to go through a UGC agency
- You want content every month, not just once.
- You run ads and need to test several hooks, profiles and formats.
- Your team doesn’t have time to find and coordinate creators.
- You sell in several countries or languages.
- You want to know why content works, not just receive it.
As a benchmark, our Content Intelligence™ offer starts at €4,997 excl. VAT per month for 30 pieces of content, about €167 per piece, strategy and editing included.
8 criteria for choosing a UGC agency
- Content examples in your sector or a similar one.
- A testing method: how the agency chooses and evolves angles.
- The casting process: how many profiles are proposed, and on what criteria.
- The rights included: duration, countries, ads, in black and white.
- The number of revisions and versions included in the price.
- The lead times from order to delivery.
- How results are read: does the agency look at your ad performance?
- Price transparency: a detailed quote, with no hidden fees.
Frequently asked questions
How much does a freelance UGC video cost?
In France, a UGC video from a creator most often costs €150 to €500 depending on their experience, excluding ad usage rights; US and UK rates are usually higher. Experienced profiles charge more. See how much a UGC video costs.
Can you combine both?
Yes. Many brands keep one or two creators direct and hand volume production and ad testing to an agency.