“How much will business video creation cost us?”
[Updated]
Small to medium businesses are increasingly interested in using video for promotion, prospect education and growth. That’s smart thinking, given the impact and reach of video!
But often the biggest hesitation for business owners and managers is the unknown cost.
Traditionally, business video has been among the most expensive marketing mediums. Just a few years ago, it wasn’t unusual for production costs to exceed $10,000 for a 60-second video. Longer spots and TV advertising were often 10x this amount, or more.
Not many smaller businesses had that kind of budget!
Today is different
Fortunately, an explosion of technology and access to a vast Internet distribution platform now makes video one of the most affordable forms of content.
So let’s look at three readily available business video creation options, and outline the costs you can expect in each.
These range from do-it-yourself, to affordable packaged services, to fully-custom professional production.
(Note that the costs discussed here are for video production, not placement. Paid online video ad fees, if any, will need to be budgeted separately.)
Business video creation cost – Do it yourself
If you’re a hands-on creative type, doing your own video production is now easier and more affordable than ever.
You’ll pay a bit more up front for some required tools and will need to go through a learning curve. But after this initial investment you’ll have the ability to create an unlimited number of videos for just the cost of your time plus a few annual subscription fees.
Basic DIY business video creation costs include:
- video capture equipment,
- video-shooting accessories, and
- editing software.
DIY Video Capture Equipment
First, if you want to create original footage, you’ll need some sort of video capture equipment. This could be as simple as your smart phone, a webcam, or computer screen capture software.
For example, I use my iPhone XR for live shots. It has excellent resolution and easy video camera apps.
I also use Apple’s Screenshot application on my iMac to capture both still and moving computer screen content.
I already had my phone, and Screenshot came pre-installed on my computer. So, the net cost for these elements was essentially $0.
DIY Accessories
Next, you’ll need some accessories in order to get good recordings of any live shots. These include:
- a tripod ($25 – $100+),
- teleprompter software ($0 – $25),
- a teleprompter device (optional, $150 – $400+),
- good lighting ($0 – $80), and
- a decent clip-on microphone ($10 – $40).
Any stable tripod will do, but you’ll need some sort of mount for your smart phone as well.
You’ll also need a teleprompter setup to help you or your subject deliver smooth on-camera narration. I’ve used Teleprompter for Video (free, iOS only), and SmartPrompt Pro ($20, iOS, Android), both excellent apps. I’ve got a Caddy Buddy teleprompter stand ($165), but have found it easier to simply display short scripts right on my iPhone using the Teleprompter app.
DIY Editing Software
Finally, you’ll need video and graphic editing software to assemble and produce your final video. There are lots of entry-level video editing applications out there, ranging from free (with the vendor’s branding on your videos) to about $400 per year.
Pro-level editing apps such as Apple’s Final Cut Pro and Adobe Premiere are also available, but these carry steep prices and even steeper learning curves.
For my video editing, I use and recommend Camtasia (free trial, $250 one-time fee plus $50/yr maintenance).
For creating graphics such as video thumbnails or still-image scenes, you can’t go wrong with Canva (free, Pro version $120/yr).
DIY Cost Summary
| Video capture | $0, Use your smartphone! |
| Accessories | $35 – $645 |
| Editing software | $250+ per year |
Video content creation – Packaged services
If DIY isn’t your thing, but you still want to keep costs low, consider video content creation packages, such as Entente’s Easy Business Video Service.
Rather than investing in a learning curve and inhouse production tools, you’ll pay someone else for each video package you need, usually based on the length of the video.
Package Pricing Examples
One of our typical competitors charges the following for animation-based packages:
0-1 minutes = $169
1-2 minutes = $279
2-3 minutes = $389
3-4 minutes = $489
This is just one pricing example, and there’s lots of variation. For comparison, Entente’s package pricing, using mostly stock video clips, is:
15-25 seconds = $99
25-45 seconds = $199
45-60 seconds = $299
60-90 seconds = $399
Entente has worked hard to streamline our packaged production services to keep costs down. We also believe that shorter videos are not only more affordable, they’re more effective. (Longer videos are available, too.)
What’s in the package?
Next, when considering packaged video creation services,be sure to find out what’s included.
- Is script writing provided, or do you have to provide your own?
- Does the service offer stock video clips, animation, use of your own clips, or all of these?
- Is narration provided? Is it only auto-voice, or are live voiceovers available?
- Do you have a choice of background music, and is it royalty-free to use?
- Are on-screen captions available?
- What about the creative services to pull your stories together – can you see lots of real-life package examples, plus have some input into the scenes that are used?
- Finally, what is the promised turnaround time from order to delivery?
Video Package Cost Summary
Bottom line, packaged video services can be an economical path to keeping your business video creation costs low. Expect to pay anywhere from under $100 to $500 and up for each video, depending on length.
| Video packages | Under $100 to $500+ |
Custom video production costs
Custom video production used to be the only game in town, and prices reflected both its scarcity and the level of effort and skill required.
Today, custom video production is much more affordable and more widely available.
There are still plenty of high-end agencies that won’t think twice about quoting you a price of $5,000 to $10,000 for a 2-minute explainer video. The good news is that there are also many more smaller production services, including Entente, that can do the same job for $1,000 to $2,500 or so.
Custom Video Versus a Package
When would you need to consider (and pay for) custom video production?
If you need someone to shoot original footage of your product, work environment, staff or customers, you’ll need a professional videographer. That person will use high-end cameras, pro lighting and pro sound equipment to get the shots just right. They should also be experienced in the arts of staging, interviewing and storytelling.
Custom work is also required if you need high-end editing services. This could include the use of a green screen to dub in alternate backgrounds, extensive digital scene manipulation, color balancing, and sound editing.
Entente’s Custom Services
Entente provides basic videography (using an iPhone) and most commonly needed video editing. We also partner with a Minneapolis-based, award-winning videographer and an accomplished Final Cut Pro editor to create outstanding custom videos for our clients.
Here’s an example of our custom work together:
We also offer a hybrid of custom and packaged services, combining stock clips and existing footage with original footage to keep costs down, while getting your message across effectively.
Custom Video Cost Summary
For a 1-2 minute video, expect to pay the following.
| Competitive hybrid agency | $500 – $1,000 |
| Competitive custom agency | $1,000 – $2,500 |
| Mid-range custom agency | $2,500 – $5,000 |
| High-end custom agency | $5,000 – $10,000 |
Business video creation cost summary
So there you have it. Three options for getting your business videos out of the idea stage and ready for the world to see. Each approach has different costs, of course.
In practice, let’s say you were to create ten 60-second videos a year. How much would those ten videos cost you in each option?
- Do-it-yourself = $400 – $1,000 plus your production time
- Packaged services = $1,500 – $3,000
- Custom services = $5,000 – $100,000
As video becomes more and more a part of every business’s required marketing arsenal, the need to plan for not just one video but many puts this cost comparison into a critical light.
How will you respond? I’d love to hear from you in the comments below.
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