Facts


Many of our clients don't know where to begin. Concider that this as the industry standard. We will design your video with the buget you have to work with. Occasionally we invest our fees. Just don't be overwhelmed! What does a corporate web video cost? 25 Factors (with prices) that affect corporate video production costs.

What does a web video cost?

Corporate Video production can cost as much or as little or as your budget allows.

You can borrow a flip camera, shoot some video and upload it to YouTube – all for free. Or you could hire James Cameron to write, produce and direct your video where you’d be looking at a budget just shy of  half a billion dollars when you include marketing costs and Hollywood accounting. Both options would result in a finished video but you’d probably need special glasses to watch the the more expensive option.

The good news for businesses looking to engage a corporate video production company is that many of the factors that affect the price of a video have been going down over the last few years. Some dramatically. Assuming you find a company that does great work (this is a critical first step by the way – if the company doesn’t do great work it’s not worth paying anything for) the first question to be answered is  ‘how much does a video cost?’ There is no simple answer to that question but here are 25 factors (ranked in order of importance to the overall quality of the video) that affect the price of a web video:

  1. Corporate Video Production Experience. Doctors, mechanics, lawyers, videographers… whatever profession you care to mention, experience matters more than any other factor and, all things being equal, you do tend to get what you pay for. There are many, many moving parts in the creation of a video but at the end of the day you are paying for the expertise and experience of the key people responsible for your video. 
    Costs:
    You can pay $25/hour for a recent film school graduate or $250/hour for a top flight video veteran. On average most production companies will charge between $50/hour and $150/hour for the people involved in key activities such as shooting and directing.
  2. Concept / Script / Storyboard –  Doing video for the sake of video is a waste of money (although it’s great for the video production industry!) What measurable business objective are you trying to achieve?  How is this video specifically going to achieve that objective? And of greatest importance, do the people creating your video have the experience or guidance to create a video that will help move your business forward? Lighting, sound, framing and editing are all important but they don’t matter in the least if what you are creating has no value to your intended audience. Like companies that spend $10,000 on website development and little or no money on content for the site, many companies waste a lot of money on nicely shot but otherwise meaningless video.
    Costs: Expect to spend between $60/hour and $125/hour for an experienced marketer (does it make sense to have an entertainment script writer or video production assistant develop your marketing script?) to develop a concept, script and storyboard that serves as the blueprint for you video.
  3. Editing/Graphics. The editing process is highly nuanced. Editing is where you create the style and substance of the video – you sequence all of the available assets into a cohesive story that communicates your key messages in a clear and engaging manner. Editors arguably should be the most highly paid (and skilled) in the entire process (quite often they are not.) I have included graphics and animation into the editing process because it is often difficult to separate the use or importance of graphics and animation from the editing process.  Some videos require simple graphic elements and some videos are completely animated - the entire video is animation. High-end 3D animation can run in to many hundreds of dollars per hour depending on the complexity and skill required in the project.
    Costs:
    Typical editing costs run between $50/hour and $175/hour. (Complex 3D graphics or key frame animation can cost between $100/hr and $300/hr).
  4. Actors/Presenters. Do you need to hire professional presenters, actors or models to improve the quality of your presentation? Not everyone is good on camera. You may need to make difficult decisions about who should represent your company. In a broadcast commercial quite often it is not someone in your company. Even in a corporate video you may decide that hiring outside talent is the best decision.
    Costs:
    Presenters, models and actors can range anywhere from $50/hour to $500/hour or more depending on experience, demand and union costs.
  5. Camera. The quality and flexibility of the camera you shoot with can make a huge difference in the finished quality and editing options for your video. Are you shooting on a $ 500 DV camera, a $2,500 DSLR, a $10,000 Full feature HD camera, a $25,000 RED, a $60,000 ARRI or are you shooting on Film? The pace of technology advancement in film and video is breathtaking and the features and capabilities of cameras are changing weekly.  Bottom Line: You should be able to see the difference in the final output quality in more expensive cameras. If you can’t, then it’s not worth paying for.
    Costs:
    You will spend between $25/hour and $250/hour or more depending on which digital camera is used. Film cameras, lenses and stock will take you well over $1,000 /hour.
  6. Equipment. The more experienced video production companies tend to have a wide variety of tools and equipment on hand for each shoot. Do you need a track dolly or a jib-arm to create a shot with movement? Do you have a high quality field monitor to know exactly what you are getting (or not getting) as you shoot? Do you have all the necessary audio equipment (lav’s, direction mics, booms etc) to capture the audio you need?  Lighting and framing are everything in video. Do you have lights – lots of different lights to accommodate a wide variety of shooting scenarios? Do you have a variety of lenses to create the specific feel you are after – wide angle, fixed focal length or Cine lenses for narrow depth of field, etc?
    Costs. Equipment cost can run anywhere from $25/hour to $100′s/hour or more depending on what specific equipment is required.
  7. Crew. If you’ve ever watched a movie or television show being filmed you might wonder why you need so many people standing around idle on a set. Most business web video productions don’t require more than two people (and sometimes one is enough) but depending on the complexity of the shoot you may require a crew of three or more. If you are conducting man on the street interviews as an example, you need a cameraman, a sound man and a directer or interviewer. Concept videos like commercials will often require more people to help with the logistics of the shoot.
    Costs: Expect to pay between $ 25 and $75/hour/person for experienced crew.
  8. B-Roll / Cut-away shots. Most videos benefit from the addition of footage that supplements what is being said on screen. If you are interviewing a business owner who is talking about their new equipment you should cut away to shots of the equipment as they speak. Showing the viewer what is being described in the video is more informative (show me , don’t tell me) and also helps to keep the attention of the impatient viewer.
    Costs: The length of time and equipment used to capture the b-roll will increase production costs. You can add anywhere from 10% to 50% of the total shooting costs if you need to supplement interview footage with b-roll.
  9. Locations and production time. Where are you shooting? How long will each scene/interview/shot take?Are you shooting in one location or many? What are the specific requirements and constraints of each location? Are you indoor or outside? If you are shooting outside is weather a factor? If so what happens if it rains? How much set-up time is required? Are the locations close together? The most important factor is the total amount of time required for production. There are few economies of scale for time – but with good planning you can do a lot within a specific period of time.
    Costs: This cost is arithmetic. Two days of shooting is twice as expensive as one day. {If shooting extends for many days or is regularly scheduled then most companies offer a discount}
  10. Studio shooting. Do you require the use of a sound stage or studio? Do you need a controlled environment to shoot in? Are you shooting green screen and keying out the background in edit? The use of a studio has to be factored into the overall cost of the production one way or another. Larger companies may include studio time in their shooting costs and other companies include it as a line item as studio rental time.
    Costs: Factor in between $100/hour and $ 400/hour depending on the size of the studio. (If you need a studio you will be charged for it – one way or the other)
  11. Set, props, equipment, extras. Aside from video production equipment are there other special props or pieces of equipment that need to be included as part of the costs? Do you need to rent a van, rent furniture, hire extras, hire a plane or helicopter for an aerial shot or bring in special equipment for the shoot? These all have to be factored in to the cost of the shoot.
    Costs:Depends on what is required.
  12. Stock footage Do you require supplemental footage or images to support the video? There are many websites that sell high quality still and video footage. Some videos are comprised completely of stock footage, text and voice-over.
    Costs:Stock images can be as cheap as $3 and great quality HD stock footage can cost as little as $50, but for high quality images you will pay considerably more.
  13. Narration Do you need a voice-over to tell your story or to tie the video together. Video is a powerful medium but it is even more powerful if you take full advantage of audio to support what is being shown on screen.
    Costs:Voice-over costs have dropped dramatically over the last five years. Many voice artists work from home and can produce great work for almost any budget. $100 – $400 for a 2 minute video is reasonable depending on the experience and demand for the specific voice artist.
  14. Audio files. Do you require a music bed, special sound effects or other audio to supplement your video?
    Costs: Good quality music for video starts as low as $30 for a two or three minute track. Custom audio can cost $1,000 or more depending on the experience of the musician and what is required.
  15. Teleprompter. A teleprompter can save a shoot. Even the most experienced speaker can be intimidated by lights and camera. It’s true that you can usually tell when someone is reading a teleprompter but that may still be preferable to the agony of a shoot spiraling out of control because the CEO can’t remember his lines.
    Costs:Teleprompter and teleprompter operator usually cost between $350 and $600 for a half day.
  16. Geographic Location. New York is more expensive to shoot in than Central Lake, Michigan because the cost of living is higher in New York. Half day rates don’t exist in some large cities today.
    Costs: Expect to pay between 25% and %50 more if you are shooting in a large city.
  17. Digitizing, transfers, rendering and uploading. Video takes on many forms during the production process. If you shot on film you have to transfer it to a format that works in your editing system. After you edit it, you have to render it to a presentation format (for web, for broadcast, etc.) and depending on where it’s going you may have to upload it somewhere (your web server / YouTube / The Academy Awards, etc). All this takes computer and human time and you generally have to pay for both.
    Costs: Sometimes these costs are buried, sometimes they are line items. Tape transfers are still very expensive ($100′s of dollars).  Rendering and uploading time are usually buried in the costs but can also be charged out at an hourly rate ($30 – $75 per hour).
  18. Length of the Video. The longer the video the more it is likely to cost. Web videos tend to be around a couple of minutes although this varies considerably depending on the type and purpose of your video. Filming an articulate talking head (limited editing) for 10 minutes is much cheaper than creating a 30 second commercial. So…
    Costs: All things being equal (they never are) consider longer to be more expensive, but it’s not arithmetic. An extra minute of video might only cost you %10 more if you have planned the extra requirements into the overall workflow.
  19. Licensing/Union Fees. Are you using any media assets or talent that could be subject to ongoing licensing, usage or union fees? The web continues to drive all costs down including licensing fees – but they still exist. The best talent is usually a member of  SAG, ACTRA or some other union.
    Costs:Varies depending on the project and talent.
  20. Direct or Third party. Are you dealing directly with the video production company or are you going through an agency or other middleman?
    Costs:You should expect that you are paying at least a %30 mark-up if you are going through a third party.
  21. Interactivity. Are you creating linear video or are you building in interactivity? Is there a direct call-to-action that you want to get the viewer to follow? Do you require flash programming do build the video into a special player that will sit on a specific landing page? The future of video is interactive video.
    Costs:Expect to pay between %10 and %30 more to develop interactivity and flash support elements into your video. Back-end, database work will cost even more.
  22. Hosting. Your video is going to live on the web. Where is it being hosted? You might end up hosting it on different servers (your own, YouTube, a business portal, etc.) depending on your business needs.
    Costs:Hosting is either free or relatively inexpensive ($ 5 – $10 / month/video depending on bandwidth usage.)
  23. Formats. How many different formats does your video have to be rendered in? Where is it going to be seen? Do you need a short version (editing down) and a long version? Does it sit in a multiplayer or is it in three different players? Should you break it up into pieces to make the length of it a little less evident and also to allow the user a bit more control?
    Costs: Adapting multiple formats for a video could add %5 to %10 percent to the cost of the job depending on how much editing is required.
  24. Language and translation. Do you need close captions? Do you need language versioning? Do you need onscreen text to change per language? Do you need to dub in different narration for different markets?
    Costs: Language versioning can add %10 to %20 to the overall cost of the job. (Editing and proofing of different languages is usually much more time intensive than one language alone.)
  25. Miscellaneous fees. Ya, everyone hates lawyers ‘disbursement fees’. Video production has the equivalent in ‘Miscellaneous fees’: Travel costs, meals, mileage, hotels, transportation, out-of-pocket… it all adds up.
    Costs:Usually in the $100′s and sometimes in the $1,000′s of dollars on larger shoots.

Bottom Line?

Taking all of the above into consideration there are reasonable ballpark figures that you can use as a guidepost for budget purposes. A two to three minute web-based corporate video presentation might cost between $2500 and $7500 depending on the variables mentioned above. If you use the time honored “$1,000 a minute” for a professionally produced online corporate video as a starting point, that will give you a reasonable idea of where to begin in the budgeting process.

Budgeting Tip # 1: A reference video is a great place to start.

The best way to get a quick estimate is to have a reference video to compare to. (I.e. “How much would something like ‘this’ cost.”)

Budgeting Tip # 2: Share your budget

Every business has a budget and yet many are reluctant to share them.  I’ve been on both sides (client and agency side) and I always had better results when I said ‘Here’s my budget, here are my business objectives,  what can you do for me?” If you don’t declare a budget then the production company will have to guess at a budget. (I recently lost a job because the budget I guessed at was too high – even though the client really liked the concept that I had proposed. Does the company that guesses closest to your undeclared budget win?}

Budgeting Tip # 3: Be open minded.
Many businesses begin the video development process with; 1. A specific video type in mind, 2. A prepared script and/or 3. Specific creative approach in mind.  That said, it’s still a good idea to listen to alternative approaches.

 

 

Video production

From Wikipedia, the free encyclopedia
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A video editor operating an AVID video software editing system in an editing suite

Video production is videography, the process of capturing moving images on electronic media (e.g., video tape, direct to disk recording, or solid state storage like a tapeless camcorder) even streaming media. The term includes methods of production and post-production. It is the equivalent of filmmaking, but with images recorded electronically instead of film stock.

It is the art and service of creating content, video editing and delivering a finished video product as is the case of distributing television programs for broadcast syndication. This can include production of television commercials, corporate videos, event videos, wedding videos and special-interest home videos. A video production can range in size from a family making home movies with a prosumer camcorder, a one solo camera operator with a professional video camera in a single-camera setup (aka a "one-man band"), a videographer with a sound person, to a multiple-camera setup shoot in a television studio to a production truck requiring a whole television crew for an electronic field production (EFP) with a production company with set construction on the backlot of a movie studio.

Styles of shooting include on a tripod (aka "sticks")[1] for a locked-down shot; hand-held to attain a more jittery camera angle or looser shot, incorporating Dutch angle, Whip pan and whip zoom; on a jib that smoothly soars to varying heights; and with a Steadicam for smooth movement as the camera operator incorporates cinematic techniques moving through rooms, as can be seen in Pulp Fiction and The Shining. A "Poor Man's Steadicam" is the Easyrig[2] which is worn by the shooter like a tight vest with an arm that holds the camera.

A Steadicam Operator Videotapes Trials Rider in Athens, Greece, 1994

Contents

Corporate Video

Main article: Corporate video

Corporate video production covers a wide range of purposes from corporate communication, training and education, videotaping conferences and conventions, products and services, and sales. A popular type of corporate shoot is known as the "candids" or "happy-face" video, in which a multiple-day event is covered by a video crew, including speakers, break-out sessions, awards ceremonies and local recreational activities in which the conventioneers participate. An on-site editor then creates a short video presentation that is shown before the close of the convention. Many associations take advantage of the convention venue to gather interviews of their principals, setting up a green screen or other type of background in a secluded room.

Video productions video tape or memory-based recording device or an edited version from a website video, optical disc, magnetic tape, or portable video device.

Television Broadcast

Video Production of a Political Commercial, San Diego, California, 2004

Betacam SP video production has been the broadcast television standard from the early 1980s up until the beginning of the 21st Century when many television stations began to use digital media to shoot, transmit and store their footage. Two styles of producing video are ENG - Electronic news-gathering and EFP - Electronic field production. Television video productions include television commercials, infomercials, newscasts, entertainment shows, documentaries, sitcom and reality shows.

Event Video

Main article: Event videography

Video production can be used at sporting, school, stage, wedding, church, and similar events to provide recordings of the events. Event video productions range in distribution from a wedding video that is custom made for a bride and groom and their immediate family and friends, to a dance recital where dozens to hundreds of videos are sold to individual dancers. Event video production can also be used to broadcast events live to viewers at home such as a press conference or concert. Video of live events can be sent by microwave or a satellite truck from the event location to a television studio in order to be broadcast.[3]

Marketing Video

Marketing videos are used to promote an organization or product and create awareness among consumers. Marketing video production ranges from Television advertisement to internet commercials and viral videos.

Internet Marketing Video production is primarily made in home based environments, and serves the purpose of interacting with the audience. There are two main types of video production:

- Transactional

A transactional video is one that aims to sell a product to a customer, and is a means of boosting the psychological effectiveness of your selling points.

- Reference

A reference video's goal is to stimulate further navigation of a website.

Internet Video Production

As the internet develops video is having a changing application too. Videos are the second biggest search engine on the internet (YouTube) second to Google. Video Production with SEO and internet focus is a new thing on the web.

Training Video

Training videos are commissioned by organizations to promote make changes in workforce.

See also

Notes

  1. ^ http://journalism.ukings.ca/journalism_3925.html
  2. ^ http://easyrig.com/
  3. ^ Zettl, Herbert. Video Basics 6. Belmont: Wadsworth Publishing, 2009.

 




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