“How much does it cost?” None of our big plans for video can go forward until we answer that question. So why isn’t pricing information more readily available? And why the whole back and forth with video producers just to get to it?
So How Much Does a Video Cost?
Well, most video producers cannot set a price until a number of questions have been answered. As many of those questions are determined by you, the client, you may be in a better position than you think to determine the price if you consider a number of factors. Video length, quality, number and format are the key elements. Yes, sometimes it takes a preliminary conversation with your video producer to be clear on those aspects but ultimately the decisions are up to you.
Video Pricing & Video Production Services
Video pricing, like many services, is determined by a simple formula involving time, labor and equipment.
Very simply: how many people do you need, how many days or hours do they need to complete the job, and what are the rental costs for the equipment. A typical video may include a producer and or director, one or two camera operators, a gaffer (lighting specialist), a production sound recordist and a production assistant. Total time spent in post production, including the editor and assistant editor, motion graphics artists, sound and music, is normally a minimum of 3-4 times the amount spent in production. The time required for each of these team members is determined by the amount of video material required for a video or videos of a certain length.
How Important is Video Quality?
Thus, a typical high quality video might require upwards of 100 work hours to complete. In a world where videos can be shot and uploaded instantly to an audience of millions, that might seem like overkill. But businesses that take a lot of care with their branding and messaging need to make sure their videos reflect that. Quality videos and movies involve what we call a shooting ratio, which is the amount of footage captured as compared to the amount used in the final video. Ratios might vary from 10-1 to 100-1 and it’s fair to say that a higher ratio will invariably yield a better quality video.
Nowdays, our view of video is colored by the myth of the lighting-in-a-bottle viral video occurrence. That does happen, but so does winning the lottery. Basically, if you are a business that takes care in its branding content then video should be no exception.