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Budget splitter: creator fees vs ads

Set how much of your budget goes to creator fees and how much to ads. See the views the fees would have paid for at the rates brands on Fluencify paid, and what your ads buy at your own cost.

This tool is in labs: it works, and we are still testing it. What it makes is yours to keep.

Your own split. The rest is ad spend.

From your ads manager. Leave it empty to skip the ad side.

How it works

A UGC budget usually pays for two things: creators who make and post videos, and ads that put the best of those videos in front of more people. How much goes to each is the first decision, and it is easier with both halves in the same terms.

The splitter takes your budget and your own split, and shows what each half covers: the creator views your fee half would have paid for at the rates brands on Fluencify paid per 1,000 views, and the impressions your ad half buys at the ad cost you enter. It suggests no split. A table shows the same arithmetic for other splits, so you can see the trade.

Which data it uses

The ranges are Fluencify's published pay data, the same numbers as the UGC rates page: what campaigns on Fluencify paid creators per 1,000 views each month, as the 25th percentile, the median and the 75th percentile, with the number of brands, campaigns and creators behind every range. A range is published only when at least 7 brands and 20 creators are behind it and no single brand runs more than a third of its campaigns, so no brand is ever named or can be picked out.

Your answers stay in your browser: the tool downloads the published ranges and does the arithmetic on your device. Nothing you type is sent to Fluencify; we only count that the tool was used, with the platform and niche you picked. Your ad cost is your own, from your ads manager: Fluencify publishes no ad costs.

What Fluencify charges brands is a different number: one monthly amount at a cost per 1,000 views agreed before work starts, which covers creators, production, usage rights and payouts. These tools never quote it.

The published ranges

Fluencify publishes what brands paid creators per 1,000 views once a month, as ranges with the sample size and the month beside every number, and only when at least 7 brands and 20 creators are behind a range. The first month is on its way.

Until it is published, this tool shows no range and says so, rather than a number from anywhere else. How the ranges are made is on the UGC rates page.

Step by step

  1. Enter your total budget in US dollars and the share you want for creator fees.
  2. Add what your ads cost per 1,000 impressions, from your ads manager, to see the ad half.
  3. Pick the platform and where you want creators, if it matters.
  4. Press Split my budget. The fee half is divided by each rate of the range, times 1,000; the ad half by your ad cost, times 1,000.

Example

A budget split with made-up numbers (not a suggested split)

What goes in

Total budget
$10,000 (made up)
Share for creator fees
40% (made up, not a suggested split)
Your ad cost per 1,000 impressions
left empty
Where you want creators
United States

What comes out

  • Your split: $4,000 for creator fees (40%) and $6,000 for ads, from $10,000.
  • Fluencify publishes what brands paid creators per 1,000 views once a month, as ranges with the sample size and the month beside every number. The first month is on its way.
  • Until it is published, this tool shows no range rather than a number from anywhere else. Sign up free to see what each brand on Fluencify pays today.
  • Add what your ads cost per 1,000 impressions to see what the ad half buys.

Put this tool on your site

Copy the code into any page. The tool runs inside a frame, works the same as it does here, and the link under it credits Fluencify.

See the embed

Questions

How should I split a UGC budget between creators and ads?

There is no split that suits every brand, and the splitter does not suggest one. Ideas that have not been tested yet need more creator videos; a video that already works needs more ad spend behind it. Try a few splits and compare what each half covers.

Why are creator views and ad impressions not added up?

They are counted differently. A view of a creator's post and an ad impression are not the same thing, and neither is a sale, so the splitter shows them side by side.

Do I need usage rights to run creator videos as ads?

Usually, yes: running a creator's video as an ad needs their permission, and ads through their own account need it too. Both are usually priced on top of the video, so leave room for them.

Is the creator rate what Fluencify charges?

No. It is what campaigns paid creators. What Fluencify charges brands is a different number: one monthly amount at a cost per 1,000 views agreed before work starts, which covers creators, production, usage rights and payouts. These tools never quote it.

How do I get creators for the fee half?

Brand accounts on Fluencify are set up with the team rather than self-served. Sign up free, then book a call or email the team from there, and bring your numbers: they are where a shortlist of creators who fit your brand starts.

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