Whitelisting
With whitelisting, a creator gives you the right to run ads through their profile. The ad then shows that person's name and profile picture, which makes it look less like a classic ad.
UGC for paid ads
UGC ads for Meta, TikTok and YouTubewith variations to test
UGC ads need several variations so you can find out which opening works with your audience. FNLY Social delivers videos with multiple hooks, in the right format for each platform and with clearly defined paid usage rights.
Hooks and variations to test
A hook is the opening of a video, the first few seconds, and it decides more than anything else whether someone keeps watching your ad or scrolls past.
That is why we film several hooks for every video, for example a question, a surprising statement or a visible problem. The body of the video stays the same and only the opening changes. You can run several variations against each other in your ad account without paying for a new video each time.
The Ads package includes three hooks per video. Each extra hook costs $35.
Formats by platform
Vertical 9:16 is the common format for ads on Meta, TikTok and YouTube Shorts.
| Meta (Instagram, Facebook) | TikTok | YouTube Shorts | |
|---|---|---|---|
| Aspect ratio | 9:16 for Reels and Stories, 4:5 or 1:1 for the feed | 9:16 | 9:16 |
| Typical ad length | 15 to 30 seconds | 15 to 30 seconds | 15 to 60 seconds |
| Ads under a creator's name | Partnership Ads | Spark Ads | through your own channel |
Reels are short vertical videos on Instagram and Facebook. We recommend captions on every platform, because many videos play with the sound off. Platforms change their specs regularly, so we check the current values on every order.
UGC price calculator
How much does your UGC video cost?
Choose 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 pricePaid usage: what ad rights let you do
Paid usage means you run a video as an ad with ad spend behind it, and you need a license that explicitly covers it.
Copyright in a video stays with the creator, and what you may do with it depends on the license. That is why every FNLY Social quote states whether a video may be used organically, in paid ads or both, in which territory and for how long. The model release each person on camera signs covers exactly that use. In the US, the right of publicity is state law, so a written release matters.
Every package includes paid ads for 12 months from delivery. Unlimited paid usage costs $75 per video. This is not legal advice.
Whitelisting, Spark Ads and Partnership Ads
All three terms describe ads that run under a creator's name in addition to your brand.
Spark Ads (TikTok)
Spark Ads are TikTok ads built on an existing post from a creator. The creator gives you an authorization code, and likes and comments stay on the post.
Partnership Ads (Meta)
Partnership Ads are ads on Instagram and Facebook that show both the creator's name and your brand. Meta labels them as a paid partnership.
Add-ons for paid ads
Every add-on for paid ads has a fixed price that you know before you order.
| Extra hook | $35 per hook |
| Script by us | $49 per video |
| Premium edit with text overlays, licensed music, sound effects and graphics | $59 per video |
| Raw footage | +30 % |
| Extra format, such as 4:5 or 1:1 on top of 9:16 | $45 per video |
| Extra revision | $45 per video |
| Unlimited paid usage | +$75 per video |
| Whitelisting or Spark Ads | $150 per creator per month |
| Industry exclusivity for 3 months | +30 % |
| Express delivery in 72 hours | +40 % |
All prices in USD, excluding taxes. You pay your ad budget directly to the platform. Industry exclusivity means the face in your video does not promote any competitor in your industry during that period.
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FAQ
Frequently asked questions
How many hooks do I need for a test?
For a first test, three hooks per video are usually enough to see a difference between variations. That is why the FNLY Social Ads package includes three hooks per video. Extra hooks cost $35 each.
What format do I need for TikTok and Instagram Reels?
TikTok, Instagram Reels and YouTube Shorts all use vertical 9:16. For the Instagram and Facebook feed, 4:5 or 1:1 is common as well. The FNLY Social Ads package delivers every video in 9:16 and 4:5, and any other extra format costs $45 per video.
What is whitelisting?
Whitelisting means a creator lets your brand run ads through their social media profile, so the ad shows the creator's name instead of only your brand. Spark Ads on TikTok and Partnership Ads on Meta are the platform versions of this. At FNLY Social, whitelisting or Spark Ads cost $150 per creator per month.
How long can I run a UGC video as an ad?
Every FNLY Social package includes paid ads for 12 months, counted from delivery of the videos. If you want to run a video longer, unlimited paid usage costs $75 per video. Organic use on your own channels is unlimited in every package.
Do you run the ads for me?
We deliver the videos no matter who runs your ads. If you want us to manage your campaigns, see our page on social media ad management. You always pay your ad budget directly to the platform.
What are the FTC rules for UGC ads?
The FTC Endorsement Guides require a clear and conspicuous disclosure of any material connection between a brand and a creator. Ads you run from your own ad account carry the platform's ad label. When an ad runs through a creator's profile, such as with whitelisting, the paid partnership label or a disclosure like "#ad" applies. This is not legal advice.
Can UGC be presented as a customer review?
No. The FTC Consumer Review Rule, in force since October 21, 2024, bans fake reviews and testimonials. FNLY Social creators actually use your product, our scripts never invent experiences, and UGC is never presented as a customer review.
UGC ads
Ready for your first test?
Tell us your product, platform and audience. We suggest hooks and faces and send you a fixed-price quote.