Video production costs can vary significantly depending on what type of production is needed.
There are numerous variables that make providing an easy go-to answer difficult, as there are so many different types of videos used in marketing, all with different purposes, with different audiences, and used in different marketing channels. For example, the budget of creating a 1 min explainer animated video, a set of four 10-second social media video ads and a 30 second live action TV spot would all be quite different, these examples also would have different target audiences, uses, and visually look quite different.
Here are some of the most critical variables when it comes to video production costs in 2022:
- Video Style
- Animation vs Live-Action
- Length
- Multiple Versions
- Post Production
Length
While length isn’t always a direct scalable prediction of cost, making a longer video is nearly always more expensive than a shorter piece of content.
Making a 3-minute long explainer will absolutely be more costly than creating something 30-45 seconds, as the time needed.
Typically there really isn’t a need to make a video more than 3 minutes long for most purposes as the majority of viewers just don’t have the attention span to watch a 5 min promo video. The exception to this can be videos that focus on highly technical explanations or are going to be viewed by much more informed audiences that need to know the more detailed information to be interested in your product or service.
Multiple Versions
Generally creating multiple versions of a piece of content is relatively cost-effective but it does still add to the overall time needed.
We typically see multiple versions most commonly from needing:
A/B testing video ads for Facebook, Youtube, Tiktok and Instagram
Multiple aspect ratios for different media channels
Shortened versions of longer videos for specific media placements.
Getting in Depth on Live-Action
Bringing actors into a video, shooting at multiple locations, and more in-depth visual effects in post-production are the major drivers of live-action production increasing.
These are the items we see on our live actions projects that will quickly push the budget up.
Nearly always live-action video production will be more costly than promos built using product photography, animation, stock imagery or software recordings.
Post Production processes needed for nearly all live-action production projects are also a contributor to overall video costs. Many of the videos we make have pretty extensive post-production in the form of animation, motion graphics, and various audio/visual editing processes.
Purpose of the Video
Thinking through the goal, audience and general purpose of a video should always be the first step to nailing down the type of content needed.
Creating video content used in digital PPC style marketing is very different than creating videos used at trade show booths etc.
Media placements can also inform budgets, as a general rule when videos are created as content for paid media placements, the video costs itself are generally 10-20% of overall media spend. This doesn’t always hold true, but is many times a good rule of thumb for larger paid media placements.
A few additional notes:
3d animation
We regularly work on projects that require varying amounts of near lifelike 3d animation. 3d animation is a great tool to show of products or as a method for showing off app or software UI on a photorealistic screen such as a phone or tablet. 3d animation is however can be costly to produce based on the time involved. 3d animation projects often involve significant 3d modeling to build any models that are necessary for animation.
Explainer video cost in 2022
How much does an explainer video cost in 2022? There are numerous types of explainer videos, but two broad types that we find ourselves getting asked to make most frequently. The first would be using a mix of client product imagery, video clips or UI, in addition to stock imagery as needed with motion graphics to make the finished video. The second would be an all animated video, that can also feature product imagery or UI, but the rest of the video is either 2d or 2.5 animation.
Often the decision here comes down to the industry, where who and how the video will be viewed. Either option works great and is commonly employed by all types of firms.
Costs for explainer videos vary a lot depending on the style, level of animation detail, and of course the length.
We’ve worked with dozens of clients creating nearly a thousand videos over the last decade for nearly every purpose imaginable. You might be thinking why aren’t there real numbers above, and the answer is that projects vary so much so one from the next, that any numbers listed would likely not be accurate. Thus we prefer to learn as much as possible about projects to then provide the most accurate quote and timeline as possible.
That being said…since you want a few real numbers:
The most basic video production will be in the $4,000-8,000 range – these are basic explainers that are animated in 2d or using existing footage, social media ad sets used in PPC, or basic trade show style promo videos.
The next level would be mid-level animation, explainers, and basic live-action production ranging from around $10,000-25,000. Live-action regional/local TV commercials, more involved explainer video projects, basic 3d animation, basic 360 videos, etc all fit within this space.
Full-on premium production is typically $25,000+ – This is many more involved live actions production projects, more involved 360 VR production, detailed animation projects, and more involved 3d animation projects.
Get in touch and we can provide some real numbers once we learn a bit more about your project!
