Creators and brands

Raw Footage vs Edited UGC: What Brands Should Ask For

A guide for creators and brands on when raw UGC footage is better than edited deliverables, and how to scope it fairly.

The raw footage advantage

Raw footage gives editors more options. One shoot can become multiple ads, hook tests, cutdowns, product pages, and retargeting variations.

For brands running paid social, raw footage is often more valuable than a single finished video because creative teams can remix it as performance data comes in.

The edited UGC advantage

Edited UGC is useful when the brand does not have an editor or wants a single asset quickly. It can also be useful for creators who sell a complete service.

The tradeoff is that creators spend more time on editing, captions, music, pacing, and revisions. That should be reflected in the scope and rate.

The Hey Creators model

Hey Creators separates the two jobs. Creators shoot the human raw footage. Editors shape it into finished content for brands. That keeps creator shoots lightweight and gives brands more control over final ad output.

This model works best when creators provide plenty of clean options: hooks, product handling, reactions, demo moments, and extra B-roll.

FAQ

Should creators charge less for raw footage because they do not edit?

Not automatically. Raw footage can be highly valuable because it gives the brand more reusable material. Price it based on scope, usage, and effort.

What should a raw footage brief include?

It should include number of clips, length range, required shots, must-say lines, product instructions, usage rights, due date, and where files should be uploaded.

Apply to Hey Creators

Phone, brief, paid in AUD. We brief, edit, review, and pay.

Apply now

Keep reading

UGC Usage Rights Explained for Creators and Brands

A plain-English guide to UGC usage rights, paid ad licensing, whitelisting, raw footage, and content ownership.

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A simple comparison for creators and brands deciding between UGC content, influencer posting, or a hybrid campaign.