June 29, 2019 John

What Does a Video Cost?

It’s a question I hear all the time, and while it’s a difficult one to answer, I genuinely enjoy trying. I hope you’re reading this because you are interested in using video to promote something, like your brand, a product, some new internal initiatives. Video is great for all of that.

It’s a question I hear all the time, and while it’s a difficult one to answer, I genuinely enjoy trying. I hope you’re reading this because you are interested in using video to promote something, like your brand, a product, some new internal initiatives. Video is great for all of that.

Sidenote: My SEO guy would be thrilled to know you’re here because you typed that exact question into Google. (High-five, Josh.)  Either way, let’s get you an answer.

How much does a video cost?

I have no idea.

And not for lack of experience. I’ve been creating and producing videos for decades. I can tell you what other video projects have cost, and I can tell you why. But I can’t tell you how much YOUR video will cost until we both know what you want it to say and do.

I like to say, “Asking how much a video costs is like asking how much a house costs.” (Actually EVERYONE in this business says this, but as creative as I like to think I am, I cannot think of a better analogy.)

How much DOES a house cost? Depends on where you want to live. And what YOUR needs are. How big is your family? How old are your kids? Where do you need to live based on where you work? What about schools? Do you own pets? Livestock?

You get it. You can buy a house for 10 million dollars. Or more. You can buy a house for 150k. Or less. Not the same house, obviously, but it may be exactly what you need. Not everyone can afford a mansion, but the truth is, most people don’t need one. With a realistic budget, and a clear understanding on what you and your family need to be comfortable, there’s sure to be a house (or video, in case you’ve forgotten where I was going with this) that suits you.

What’s important for us all to agree on, is that you can’t buy a mansion for the price of a one bedroom apartment, and you don’t want to do the reverse. The good news is, you don’t need to do either.

Much like house-shopping, it’s best to start the video process by determining what you need. And what you don’t. That’s why a creative strategy process is so important. Who is your audience? What are you trying to say to them? How can you reach them? Do you need an A-list celebrity and a stunt team? Or do you need to keep it simple and grab someone’s attention quickly on their mobile device? Is the entire world your audience? Or is it a demographic that understands a specific technical language?

I recommend approaching your next video project with a conversation rather than a budget. You’ll find there’s an approach that’s perfect for your message. And that the marble fountain in the master bath may not be as important as you think.

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