What Is UGC and Why Is It Valuable for Brands?
UGC refers to content (photos, videos, testimonials, unboxings, tutorials, reviews) created by everyday consumers or creators — rather than polished studio productions.
In 2025, consumers in Singapore trust UGC more than branded ads:
Authenticity: 79% of Singaporean shoppers say UGC makes brands feel more relatable.
Performance: UGC consistently outperforms traditional ads in click-through rates (CTR) and conversions.
Scalability: It’s easier (and faster) to produce dozens of UGC assets than traditional ad campaigns.
That’s why brands from F&B to fashion to tech are actively investing in UGC creators.
Factors That Affect UGC Content Pricing in Singapore
UGC isn’t priced the same for every project. Costs vary depending on these factors:
1. Content Type
Photos – Simple lifestyle shots may cost less (SGD $50–$200 per photo set).
Videos – Short-form TikTok/Instagram Reels range higher (SGD $250–$500 per video).
Testimonials / Reviews – Slightly lower if filmed casually, higher if scripted or product-focused.
2. Creator’s Experience Level
Beginner Creators (just starting, smaller portfolio): lower rates.
Mid-Tier Creators (strong creative skills, proven UGC history): mid-range rates.
Professional Creators (experienced, high-quality gear, agency-level editing): premium rates.
3. Usage Rights & Licensing
Organic use only: cheaper (brand reposts on socials).
Paid ads usage: higher, since creators grant loading rights.
Full buyout: most expensive (brand owns the content outright, no expiry).
4. Production Requirements
Simple self-shoot: creator films casually at home.
Complex brief: specific props, multiple revisions, advanced editing.
Niche expertise: e.g., beauty creators who can do GRWM tutorials, or fitness influencers who show workouts.
5. Volume of Deliverables
One-off UGC piece costs more per unit.
Bulk packages (10–20 videos/photos) often come with discounts.
Average UGC Content Costs in Singapore (2025)
Based on 2025 market data, here’s what brands can expect:
Photo set (3–5 lifestyle images) - $80 – $200
15–30 sec TikTok / Reel video - $250 – $500
60 sec review / tutorial video - $300 – $600
Testimonial / unboxing video - $150 – $300
Bulk package (10 UGC videos) - $1,500 – $3,000
👉 Note: These are content creation fees only. If you’re also using the content in paid ads, expect to pay extra loading fees ($100–$1,000+ depending on duration and platforms).
How to Budget for a UGC Campaign
Here’s a rough framework:
Small Business (Budget: $1,000–$2,000/month)
5–8 UGC videos and/or photos per month
Mainly for organic use on TikTok/Instagram
Goal: boost brand awareness & engagement
Growing Brand (Budget: $3,000–$8,000/month)
15–20 UGC assets/month
Mix of organic + paid usage rights
Goal: use UGC in ads to drive conversions
Enterprise Brand (Budget: $10,000+/month)
30+ UGC assets/month, across multiple creators
Full loading rights for ads, ecommerce, and TV
Goal: integrated UGC strategy across all channels
Where to Find Reliable UGC Creators in Singapore
Brands typically source UGC creators in three ways:
Freelance Platforms (Fiverr, Upwork)
Pros: lower cost, wide pool.
Cons: inconsistent quality, more management required.
Direct Outreach (via TikTok/Instagram DM)
Pros: direct relationship, often lower cost.
Cons: highly time-consuming, creators may lack campaign experience.
UGC Agencies (like Confetti)
Pros: pre-vetted creators, consistent quality, campaign management included.
Cons: slightly higher cost than freelancers — but far less risk and more scalable.
How to Work With UGC Creators Effectively
To maximize ROI on UGC, brands should:
Provide a clear brief – outline brand guidelines, talking points, dos/don’ts.
Allow creative freedom – let creators bring their authentic style (don’t over-script).
Test multiple versions – produce variations of the same message for ads.
Track performance – use UGC in A/B testing to see which assets convert best.
UGC is often compared to influencer marketing — learn which strategy works best here.
UGC can also be used in livestream campaigns, which we explore here.
Final Thoughts: Investing in UGC in 2025
UGC is no longer just a trend — it’s a critical part of any brand’s content strategy.
While costs vary, the key takeaway for Singapore brands is this: investing in high-quality, authentic UGC delivers ROI far beyond the upfront cost.
At Confetti, we help brands in Singapore design UGC strategies that don’t just look good — they drive measurable results. Whether you need 5 videos a month or 50, our network of vetted creators ensures you get content that converts.
📩 Ready to launch your next UGC campaign? Get in touch with Confetti.