HICARI report reveals average UGC video price in Spain is 160 euros

HICARI, a Spanish platform for user-generated content (UGC), has released the results of its first UGC Spain Study. The report provides data-driven insights into the pricing and performance of creator-led content, moving beyond industry perceptions.

The study reveals that the actual average price for a UGC video in Spain is 160 euros, which is higher than the 100 to 150 euro range estimated by 67% of surveyed brands. Prices vary from 70 euros depending on creator experience, content duration, and the number of formats requested. The report notes that many brands do not yet adjust pricing based on a creator's level of experience.

Regarding performance, brands using UGC in paid campaigns most frequently cite an increase in click-through rate (CTR) as the primary benefit, followed by improvements in conversion and return on ad spend (ROAS). For organic social media use, the most cited effect is increased reach. The data was compiled from 1,012 content requests, over 500 active brands, and more than 7,000 registered creators, including qualitative input from marketing professionals at companies such as Iberdrola, Flexicar, and Impress.