UGC Deliverables Explained: Raw Footage, B-Roll, Hooks and What to Charge for Each

UGC deliverables are the exact files a creator agrees to hand over: the edited video, alternate hooks, CTA variations, cutdowns, extra aspect ratios, B-roll, raw footage, clean versions, photos, ad authorizations and sometimes project files. Each one is more work, more reuse or both, so each gets its own line on a quote. Anything not on the agreed list is outside the job until it is added at a price, and anything that lets a brand build more ads carries a usage term, just like the finished video.

Raw footage means unedited clips from the shoot, with no cuts, captions, music or color grade. The disagreement is usually about scope: selects (the usable takes of each scene plus B-roll), all usable takes, or every clip including bloopers. Influee's creator pricing guide suggests charging 30 to 50 percent of the base video rate per video, Popfly's guide says to always charge extra because raw clips let brands create many more assets, and Stack Influence recommends naming the clips or quantity rather than promising every recording.

Raw footage should carry the same license as the finished video: the same channels, territory and term, with edits made from it ending when the license ends. A good raw footage clause rules out new claims, changes of meaning, use for other products and AI-generated versions of the creator's face or voice, and states that project files are not included. Releasing raw files with final approval or the final payment protects the creator, because footage cannot be taken back once it is shared. This is general information, not legal advice.

Hook variations, CTA variations and cutdowns multiply quickly. Stack Influence notes that three hooks, two calls to action and two aspect ratios can mean 12 exports rather than three videos, so creators should agree whether the brand wants components to assemble or every finished combination. Influee prices hook and CTA variations at about $50 each. B-roll has no standard published price: incidental shots ride along with the raw footage, while a requested shot list or a B-roll-only library is priced by the time it adds.

For delivery, a sensible default is 9:16 vertical finals at 1080 by 1920 or higher, as MP4 or MOV files, with a clean version without text and a version without licensed music, since Instagram says licensed music cannot run as a partnership ad. Meta advises keeping 14 percent of the top, 35 percent of the bottom and 6 percent of each side free of text in Reels ads. Files named by brand, campaign, creator, deliverable, ratio and version, in labeled folders with a read-me, make a creator easy to rehire.

Revisions apply to edits against the brief, not to raw footage. JoinBrands' 2026 guide says most creators include one or two revision rounds and puts extra rounds at $50 to $200 each; a new hook, a cutdown, a reshoot in a new setting or extended usage is new scope. On Aurelia, every campaign lists its deliverables, such as Short video, Alternate hooks, B-roll and Raw footage, next to the creator's take-home pay and the usage rights before they apply. The contract is written from the campaign, revisions stay inside the brief, and creators are paid to their bank after the brand approves their work.