How each UGC pay model is calculated
Flat fee. The same amount for every video, whatever it does.
Pay = fee × videos
Pay per view (CPM). A rate per 1,000 views, optionally only on videos above a minimum view count.
Pay = qualifying views ÷ 1,000 × CPM rate
Base + bonus. Each video that reaches the minimum views earns its base. View tiers set the total a video earns once it passes a view count, and the bonus tops the video up to that total. Only the highest tier a video reaches counts. Some deals add a CPM on top of the base instead of, or as well as, milestone tiers.
Video pay = base + max(0, highest tier total reached − base)
Worked example: four videos, three pay models
The calculator opens on this example: four videos with 2,000, 300, 24,000, and 120,000 views (146,300 in total). The base + bonus deal pays $20 per video with a 500-view minimum and tiers of $40 at 10K, $80 at 50K, and $150 at 100K views.
| Model | Terms | Total pay | Effective CPM |
|---|---|---|---|
| Flat fee | $200 per video | $800.00 | $5.47 |
| Pay per view | $3 CPM, no minimum | $438.90 | $3.00 |
| Base + bonus | $20 base · $40 / $80 / $150 tiers | $210.00 | $1.44 |
Under base + bonus the 300-view video earns nothing (it misses the 500-view minimum), the 24,000-view video earns $40 ($20 base + $20 bonus), and the 120,000-view video earns $150. The flat fee costs the most here because most of the views came from one video — flat fees pay the same for a flop as for a hit.
Choosing a rate
- Price pay-per-view and bonus tiers off a creator's recent average views, not their follower count.
- Set a minimum view count so very low-performing videos don't earn a base.
- Put the biggest jump in the top tier — that's where a creator has room to beat their average.
- Add usage rights, exclusivity, and whitelisting on top: they're often worth 30–150% more.
- Compare every creator on effective CPM, whatever their deal, before renewing.
For typical rates by platform, see what a good UGC CPM is.
Run these payouts every week without the math
A calculator answers “what should this deal cost?”. Paying 20 creators every week means pulling fresh view counts for every post, applying each creator's rates, and remembering what you've already paid. Viralytics' UGC payout software does that from live TikTok, Instagram, and YouTube views, using the same calculation as this page.
Frequently asked questions
How much should I pay a UGC creator?
Most brands pay $150–$400 per short UGC video as a flat fee, or $1–$12 per 1,000 views on a pay-per-view (CPM) deal depending on platform. Hybrid deals pay a smaller base per video plus a bonus when a video passes view milestones. The right number depends on the creator's typical views, your niche, and whether you need usage rights.
How is a UGC base + bonus payout calculated?
Each video earns its base if it reaches the minimum views. Bonus tiers set the total a video earns once it passes a view count — for example $40 at 10,000 views. The bonus is that tier total minus the base, so a $20-base video at 24,000 views earns $20 base + $20 bonus = $40. Only the highest tier a video reaches counts.
How do I calculate pay-per-view for a creator?
Multiply the creator's views by your CPM rate and divide by 1,000. At $3 CPM, a creator whose videos get 146,300 views earns 146,300 ÷ 1,000 × $3 = $438.90. Many programs only pay on videos above a minimum view count.
Which is better: flat fee or pay-per-view?
A flat fee is predictable and suits content you'll run as ads. Pay-per-view ties cost to results and suits organic posting and clipping programs. Base + bonus is a middle ground: the creator gets guaranteed pay and you only pay more when a video takes off. The calculator's comparison row shows what the same videos cost under each model.
Does this calculator use the same math as Viralytics?
Yes. It runs the same payout function Viralytics uses to calculate what creators are owed: per-video base pay with an optional minimum view count, view-milestone tiers that set a total per video, and CPM pay per 1,000 views.
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