Video Production Costs: What You Need to Know | The Feed

When clients approach us with a video project, the first question on everyone’s mind is, “How much will it cost?” Fair enough. We all have budgets in mind. But unlike other purchases, video production costs can fluctuate based on the scope of the project, the crew involved, and even the specifics of each genre—whether it’s a music video, commercial, branded content, film, or a streaming series. Quality vs. Quantity: Why Production Value Matters In today’s digital landscape, a strong video is one of the best investments a brand can make. Nearly 62% of consumers view a brand negatively when they use low-quality video—so while DIY content is great for some purposes, professional video can elevate your brand’s credibility and engagement. Quality pays off long-term, and a professionally made video can be a reusable asset across social, web, and beyond. DIY vs. Professional Video: A Balanced Approach DIY video has a real place in the marketing world—especially for on-the-fly social content, behind-the-scenes updates, or quick brand updates. Platforms like TikTok and Instagram Reels thrive on quick, relatable clips, and DIY works great for this purpose. But for projects intended to anchor your brand—like a high-impact brand video, music video, or commercial—professional production makes all the difference. The good news? DIY and pro production don’t have to be exclusive of each other. In fact, they work best when they’re paired strategically. We can create a polished, high-quality “core” video that you can later break down into bite-sized, shareable clips for social media. This lets you keep the quality without needing a new production every time you want fresh content for your feed. Why We’re Skipping AI Video (for Now) AI video is a fascinating technology, no doubt, but it has its drawbacks, especially for brand content. There’s the “uncanny valley” effect, where the slight off-ness of AI-generated content can feel unsettling, even untrustworthy. For brands trying to connect with viewers, this can be a big turn-off. We find that AI video’s cool factor doesn’t quite compensate for the lack of authenticity it can bring to brand content. For now, we’re sticking with real, human-driven production that tells stories with feeling. 2024 Cost Breakdown: What Goes Into a Video Budget? Here’s a realistic look at current costs across different genres of production, from music videos to films. Each project is unique, but here are some standard costs to expect in 2024: Pre-Production & Planning Pre-production is the foundation of any good shoot. This phase includes everything from scripting and storyboarding to scouting locations, casting, and arranging crew. It’s all about maximizing the value of each shoot day. - Scriptwriting/Storyboarding: $500–$2,000 - Producer: $500–$1,500 per day (organizes production flow, crucial for smooth execution) - Location Scout: $400–$1,000 per location - Casting Director: $500–$1,000 per day (for securing on-screen talent) Crew & Talent A skilled crew is essential for creating a professional result, with rates reflecting both expertise and the demands of the project. Here’s a look at typical day rates: - Director: $1,000–$3,000 (leads the creative vision)- Director of Photography (DP): $650–$2,000 (responsible for the visual style)- Camera Operator: $400–$800- Gaffer (Lighting Technician): $300–$600- Grip: $200–$600- Sound Technician: $300–$700 (captures high-quality audio)- Hair & Makeup Artist: $300–$600- Drone Operator: $500–$2,000- Production Assistants: $200–$400 (on-set support) Equipment Owning our own gear gives us flexibility in pricing, but here’s a breakdown of typical equipment costs when planning a professional shoot: - High-End Cameras (ARRI, RED, Sony): $1,500–$2,500 per day if rented- Lenses: $500–$1,000 per day- Lighting Kits: $200–$1,000 per day- Audio Equipment: $100–$500 per day- Camera Support & Movement: $200–$500 per day (tripods, sliders, gimbals) Post-Production: Crafting the Final Product Editing, color grading, sound design—post-production is where raw footage transforms into a finished piece. This is where the true storytelling comes together. - Editing: $70–$100 per hour for seasoned editors; $30–$60 for juniors- Audio Mastering: $100–$500, depending on complexity- Color Grading: $500–$2,000 (enhances the visuals to fit the style)- Animation & Graphics: $600–$30,000 (from basic titles to complex animations)- Music Licensing: $50–$1,000+ (depending on rights and usage)- Feedback Rounds: 1–2 rounds are typical for finalizing edits Business Essentials: Insurance, Software, and More Running a video production business goes beyond what’s on set. There’s insurance, software, subscriptions, and storage costs—all necessary for a safe, smooth production and secure data handling. - Production Insurance: $500–$2,000+ (covers equipment and liability)- Software: Subscriptions to industry-standard tools like DaVinci Resolve, Adobe Suite, and iZotope ensure high-quality editing, color grading, and audio.- Storage: High-speed storage solutions are essential, with RAID systems and cloud storage for safe data management. Costs by Genre: Music Videos, Commercials, Branded Content, and Film Each genre of video comes with its own set of needs and costs, from crew to equipment to editing time: - Music Videos: $5,000–$100,000+. Music videos allow for creativity in visual effects, lighting, and storytelling, and they often require unique props, locations, and talent. - Commercials: $3,000–$50,000+. Commercials focus on brand messaging and can range from quick social ads to TV-ready spots, often with high-quality visuals and precise scripting. - Branded Content: $5,000–$30,000+. These videos tell a brand’s story or showcase products and services. They’re often repurposed into short-form content for social media, giving brands more value from each production. - Films & Documentaries: $10,000–$500,000+. Films are comprehensive projects with substantial pre-production, production, and post-production needs, from casting and location scouting to narrative editing and final grading. Maximizing Your Shoot Day: One Core Video, Multiple Assets To get the most from a professional production, we can capture a main video that doubles as source material for multiple pieces of content. A brand story, for example, can be broken down into short clips for social media, giving you more assets with just one shoot day. By maximizing what we capture, you have both a polished main piece and a series of shareable, bite-sized clips ready for Instagram, Facebook, or TikTok. Our Approach to Passion Projects: Sometimes, It’s Not About the Budget Every so often, a project comes along that we believe in so much, we’re willing to be flexible on budget. Whether it’s a cause we support, a story we’re passionate about, or an opportunity to experiment creatively, we’re open to occasionally taking on passion projects because they keep us inspired and help us grow as artists. The Takeaway: High-Quality Video is an Investment in Your Brand High-quality video doesn’t just look good; it builds credibility, drives engagement, and lasts. DIY video is great for quick updates, but when it comes to creating a lasting impression, professional production is a wise investment. By understanding the real costs of video production and how to leverage each element strategically, you’re setting your brand up for a solid, impactful presence across platforms.