How much does it cost to produce a marketing video?

I’d love it if it were easily answered with a nice, round dollar amount but the answer is usually, “it depends.” Some of the depending factors are what is the content? and what is the budget range? From there an idea of what is required can be determined and the estimating process can begin.

A typical marketing video should run between 2-3 minutes and have one or two actors narrating the script or some form of animated storytelling.

Some critical factors that must be considered to price out a marketing video:

Director/ Director of Photography
Someone will need to direct the talent, set up the shots and make sure all the proper angles and cutaway shots have been captured. Often the same person will shoot and direct but for more involved productions this role will be divided into two resources.
Day rates can range from $600 – $1200 and shoots can be 1 – 3 days long

Scriptwriter/Storyboard Artist
A writer will need to write the script for voice over and it needs to be finalized before shooting. This can take a few rounds of editing before it’s complete. A storyboard artist must then map out the script and prepare it so the director knows which shots are required.
Hourly rates for writers and storyboard artists can range from $60 – $100 and hour and take 15 – 35 hrs.

Actors
On screen or voiceover narration may be required. The range can be broad depending on the talent you use. Union talent will be more expensive than non-union.
Day rates can range from $300 – $1000

Production Crew
Camera, electric, sound and productions assistants are all required for a live action shoot.
Day rates can be $200 – $1000 depending on the role

Equipment
Camera and sound equipment are additional costs and are priced as packages.
Day rates for each package range from $400 – $800

Studio/Location
If shooting at a studio or location there will be associated fees.
Day rates can range from $300 – $1200

Animation
Some marketing videos are animated and not live action. Depending on the type of animation and how many rounds of revisions there are this can be both less and more expensive.
Day rages can range from $600 – $1500 and take 6 – 15 days.

Post Production
Editing and post audio are required for both live action and animation. Voiceover, sound effects, motion graphics and final delivery happen in post production.
Day rates can be $500 – $1300 and take from 4 – 10 days.

Taking all of the above into consideration there are reasonable estimated figures that you can use for budgeting purposes. If you consider mid-range costs, a 2-3 minute marketing video should fall between $4,000 and $15,000.

 

Melanie Barter

Melanie is an executive producer with a creative background in film, digital and marketing. She is originally from Toronto and has worked in Hong Kong, Los Angeles, New York and Chicago. She has been in San Francisco since 2004.

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