UGC rates in Italy vary far more by city and niche than by talent. Here are the real ranges, what actually remains after tax, and how to price usage rights.
Ranges by format
| Deliverable | Beginner | With a portfolio |
|---|---|---|
| 30 second testimonial | 60 to 130 euros | 130 to 250 euros |
| Unboxing or demo | 80 to 150 euros | 150 to 220 euros |
| Scripted format | 130 to 220 euros | 220 to 380 euros |
| Fashion try-on | 90 to 160 euros | 160 to 260 euros |
| Video without face | 60 to 130 euros | 130 to 200 euros |
Milan sits at the top, Rome and the industrial north just below, the south lower. On site shoots (restaurant, showroom, workshop) are quoted separately, including travel and waiting time.
What actually remains
This is the part Italian creators underestimate. Under the flat rate regime, the substitute tax and social contributions take a significant share of what you collect, and the percentage depends on the profitability coefficient applied to your activity.
Practical rule: set aside a fixed percentage on every payment received, in a separate account, instead of counting your income gross. It is the mistake that catches many creators out in their first tax year.
Usage rights
The base price covers organic posting on the brand's channels. Use in paid advertising is a separate right, 40 to 150 euros per video and per platform, usually for twelve months.
Never include them to look competitive: it gives away the most valuable part and makes later increases impossible. Details in UGC usage rights and licensing.
When and how to raise
Three signals: more requests than you can deliver, reviews accumulated, quality improved. How: 10 to 20% every three or four months, applied to new clients. For regulars, announce the increase a month ahead.
Keep reading
- How to Negotiate a UGC Deal in Italy
- UGC Creators in Naples
- UGC Creators in Palermo
- Creator Video or Stock Footage in Italy
- The complete UGC guide for Italy
Create your free creator profile →
Frequently asked questions
What should you charge for a first order?
60 to 130 euros for a simple testimonial, depending on the city.
Why is the invoice not what I collect?
Because tax and contributions apply to turnover. Set aside a share on every payment.
Are rights always billed separately?
Yes. The base price covers organic use, not paid advertising.
Is Milan really worth more?
Yes, on average 20 to 30% above the national average, with more competition.
