Guide: comparison
Agency, platform or freelancer?Three ways to get UGC compared
You can commission UGC through a platform, directly from a creator or through an agency. Each approach has its place. This article shows what you get with each and what you have to handle yourself.
In short
A platform is the cheapest route if you can handle the brief and selection yourself. A freelancer fits if you want to tie one person to your brand long term and handle contract and coordination yourself. An agency pays off if you want to hand over concept, script, creator selection and coordination.
The three approaches compared
The approaches differ mainly in how much work stays with you.
| Platform | Freelancer | Agency | |
|---|---|---|---|
| Price per video | €59 to €229 | according to Influee, €21 to €70 fee for German creators | €200 to €1,200 with script |
| Concept and script | usually from the client | from the client | generally from the agency |
| Creator selection | you choose from applications | you search yourself | the agency makes suggestions |
| Contracts and rights | via the platform's terms and conditions | negotiate yourself | covered in the agency contract |
| Artists' social security levy | depends on the contract partner | may apply with regular commissions | not on invoices from a GmbH or UG, according to the KSK |
| Advantages | low cost, fast, large choice | personal relationship, direct coordination | little effort for you, one contact person |
| Disadvantages | your own effort for brief and acceptance, sometimes a monthly subscription | risk of cancellation, you draw up contracts yourself | higher price per video |
Prices according to Speekly, UGC.NL, Influee, chaerry and FUTRIZE, net, as of 11 October 2026. Platform subscriptions: Influee 229 to 999 USD, Insense from 500 USD per month.
UGC price calculator
How much does your UGC video cost?
Set the number of videos, length, editing, hooks and usage. The calculator compares single prices and packages and shows you the lowest option in one minute, no sign-up needed.
Calculate your priceWhen a platform fits better
A platform is the better choice if you already know which videos you need, write your own brief and want to choose creators yourself.
This often applies to brands that already have a performance team and test many variants in a short time. Platforms publish their prices, and many grant unlimited ad use at no extra cost. If you like doing this work yourself, with an agency you pay for something you do not need.
When a freelancer fits better
A single creator fits if you want the same face for your brand over a longer period and want to work directly with that person.
Then you have to handle usage rights, consent under § 22 KUG (German Art Copyright Act), revisions and a replacement in case of cancellation yourself. Also check with your tax adviser whether the artists' social security levy (Künstlersozialabgabe) applies. In 2026 it is 4.9 % of the fee.
When an agency fits better
An agency fits if you have no time for concept, script, creator search and coordination and want a finished result with the rights settled.
Make sure the agency states its prices and the scope of usage rights in writing beforehand. FNLY Social lists both openly on its prices page and, at €119 for a single video and €1,190 for five ad videos with script, is at the lower end of the agency range.
Questions to ask every provider
With these questions you can compare quotes regardless of the type of provider.
- Which usage rights are included, for which channels and for how long?
- Who writes the script and how many hooks are there per video?
- How many revisions are included?
- Is there written consent from every performer?
- What happens if a creator drops out?
- Are there monthly fees or an artists' social security levy?
- Do I get raw footage and what does it cost?
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FAQ
Frequently asked questions
Is a UGC platform trustworthy?
Platforms are an established way to commission UGC, and many publish their prices. Before booking, check which usage rights the terms and conditions grant and whether monthly fees apply.
Which is cheaper, platform or agency?
Per video a platform is usually cheaper, €59 to €229 on the market compared with €200 to €1,200 at agencies. But add your own time for brief, selection and acceptance.
Can I contact creators directly on Instagram or TikTok?
Yes, that is possible and often makes sense for long-term collaboration. You then have to settle the contract, usage rights and consent of the person shown in writing yourself.
What are the advantages of an agency for UGC?
An agency handles concept, script, creator selection, shoot and coordination and settles rights and consent. You have one contact person and a finished result.
Does the artists' social security levy apply with an agency?
According to the Künstlersozialkasse, payments to legal entities such as a GmbH or UG are not part of the assessment basis. With FNLY Social as a UG, clients therefore generally pay no levy. Please have this confirmed for tax purposes.
Does FNLY Social also work for other agencies?
Yes. Agencies can source UGC from FNLY Social as white label, without FNLY branding and without contact with their end client.
Agency, platform or freelancer?
An agency is the right route for you?
Then describe your project to us. You receive a quote with fixed prices and clearly settled rights.