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  • Brady Gilliam

Understanding Video Production Pricing: Your Comprehensive 2024 Guide

Curious about the current rates for video production?

The cost of producing a video in 2024 can be as varied as the content itself, but it doesn’t have to be a mystery. From crew day rates to editing hourly costs, this guide breaks down video production pricing to help you emerge with clear-cut figures for your budget.

Stay with us to uncover the essentials of cost planning, including typical expenses at each production stage and management tips for economical yet effective storytelling.

Key Takeaways

  • Video production costs vary widely based on the stages involved (pre-production, production, and post-production), level of expertise, and the complexity and scale of the project.

  • Setting a realistic video production budget requires understanding the project's scope and goals, the publishing platform, and the efficient utilization of available resources and planning.

  • Factors such as the video’s type, duration, required talent and crew, equipment and technology fees, and distribution costs influence the final video production quotes and should be carefully considered for cost-efficient outcomes.

Decoding Video Production Costs

calculating video production prices

Video production, akin to cooking a gourmet meal, is a multifaceted process where the cost hinges on the quality of ingredients, the chef’s expertise, and the preparation time. In the video world, these “ingredients” are the stages of the video production process: pre-production, production, and post-production. Pre-production involves scriptwriting, location scouting, and other preparatory tasks.

Production is the actual filming, and post-production encompasses editing and design work. Each stage has its own cost elements, contributing to the overall video production cost.

The Blueprint of Pre-Production Expenses

Pre-production, which could be compared to laying a building’s foundation, revolves around vital tasks such as scripting, storyboarding/shot listing, and conceptualizing creative elements.

These activities are essential to align the video with marketing goals and prevent costly revisions during production. The cost of pre-production can vary significantly, depending on the scale of the project and the specific roles and hours worked.

Pre-production expenses include:

  • Concept development

  • Scriptwriting

  • Casting actors

  • Scouting locations

  • Conducting auditions and screen tests

  • Hunting for an ideal scene location/location rentals

  • Obtaining permits, licenses, and insurance

These tasks require significant effort and financial investment and ensure that the project complies with regulations and is protected against liabilities.

Calculating Production Day Rates

Entering the production phase could be likened to cranking up the kitchen heat. Filming, the core action, occurs in this stage. The production day rates include wages for the cast and crew—actors, directors, and crew members alike.

For instance, lighting professionals, who play a pivotal role in setting a scene's mood, typically earn between $40 and $75 per hour.

The equipment used during production also significantly impacts the budget. Everything from cameras to sound and lighting equipment comes with its own price tag, sometimes reaching up to $2,000 per day for camera packages alone. And let’s not forget the contingency fund for unexpected expenses, such as equipment repairs or extra gear rentals.

It’s clear that the number of shooting days directly impacts the production costs, with each day adding to the wages, equipment rentals, and location fees.

Post-Production Price Tag

Post-production is where the raw footage is transformed into a compelling story, much like how raw ingredients are turned into a culinary masterpiece. This process can be time-intensive, especially if the video requires specific demands and high production value, leading to multiple revisions and feedback.

Special effects charges can vary based on their complexity, ranging from basic editing at $65 to $225 an hour to complex effects costing up to $300 an hour or more. Moreover, the cost includes fees for editors, colorists, and composers, as well as licensing fees for music.

Considering that a single song composed by an audio engineer could cost up to $1,000 or more, it’s easy to see how these costs quickly add up.

Setting Your Video Production Budget

money, calculator and pen for making a budget

Formulating your video production budget could be compared to planning a travel budget; it requires consideration of your destination (objective), mode of transportation (publishing platform), and cost-saving measures (efficient planning and resource utilization).

Taking these factors into account will help you set a realistic budget that aligns with your project’s scope and scale.

Defining Project Scope and Scale

Much like a road trip, the further the distance (project complexity) and the more attractions (project goals) you want to visit, the higher the cost will be. So, larger-scale video production projects typically require more substantial budgets, covering a broad spectrum of items and deliverables. The complexity of video production significantly impacts the cost, as larger problems often demand bigger and more expensive solutions.

The project scope, defined by the video’s content, its intended duration, and the resources necessary to realize the project’s end goal, also influences the cost. For instance, the cost of creating a 30-second TV commercial would be significantly different from producing a 90-minute documentary, even though both involve video production.

How to figure out your project scope.

Aligning Vision with Financial Reality

Creating a video mirrors painting a picture in the sense that you must harmonize your artistic vision with available resources. It’s essential to be upfront about the budget as it guides the ideation process to concepts that can be realistically produced within financial constraints.

Transparent communication regarding budget and objectives fosters an environment where all resources can be utilized efficiently, ensuring feasible outcomes without compromising creative goals.

Being clear about the expected deliverables also helps manage expectations and aligns with the envisioned outcome. It’s like giving a blueprint to a builder; they know exactly what to build and can estimate the resources required.

Video Production Rates Unveiled

close up of arri alexa 35 on set

Video production rates, like a tailor’s quote for a suit versus a simple alteration, can differ significantly depending on the project’s scope and requirements. Rates can range from as low as $1,000 for a basic video project to over $50,000 for a more complex production.

What You Get for Your Money

Grasping what your investment yields in video production is vital. A $2,500 video, much like a $10 fast-food meal, will yield results vastly different from those of a $100,000+ video or a $100 gourmet meal.

For instance, a budget under $10,000 could typically cover shooting, small crew, and basic editing, while budgets ranging from $10,000 to $100,000+ would cover more comprehensive tasks like research, writing, casting, and advanced post-production.

Production Budget Examples:

$2,500 (1 Day):

This is on the lower end of the spectrum and is typical for small-scale projects or local businesses that require straightforward video content. It's common for freelance videographers or very small production companies.

$5,000 (1 Day):

This price point is also relatively low but includes a small team, which allows for slightly more complex productions, such as small business commercials or basic corporate videos. It’s a common entry point for small to medium-sized businesses looking to create professional yet budget-conscious video content.

$10,000 (1 Day):

At this level, the inclusion of a larger crew and better equipment starts to align with what many professional video production companies offer for corporate or promotional video content. This budget allows for more detailed pre-production and higher production values, which are essential for businesses looking to make a more significant impact.


This price reflects a comprehensive production capable of delivering a full marketing campaign or a low-budget TV commercial. It’s typical of regional ad campaigns or national campaigns with limited reach. The depth of pre-production and the size of the crew make this suitable for clients needing a range of deliverables to use across various media platforms.


A budget this size is typical for high-end video production companies working on national or international campaigns, feature-length documentaries, or corporate videos with extensive requirements. This range includes access to top-tier industry talent, advanced filming techniques, and potentially global shooting locations.

Similarly, using stock footage and royalty-free music can enrich videos without the significant expenses associated with original production and licensing. A video production cost breakdown can help you better understand these expenses.

Paying for Creativity and Expertise

Just as culinary maestro warrants higher prices for their expertise, seasoned video production companies may demand higher rates, reflecting their robust portfolios, unique style, and industry standing.

These reputable video production company entities are often crucial for complex corporate video projects that demand a high level of creativity and expertise in producing corporate videos.

While AI-generated videos offer potential cost savings, they cannot match the nuance and emotional depth that a human crew provides, which can affect the final video quality. Investing in experienced professionals adds significant value and can lead to high-quality outcomes that justify the cost.

Factors Influencing Video Production Quotes

video production crew on set working with lighting

Numerous factors sway video production quotes, mirroring how home-building costs can fluctuate based on factors like square footage, used materials, and location. These factors include the type of video, its runtime, the number of cameras required, location, and the hiring of actors.

The overall cost is also impacted by the time spent editing the videos and the number and expertise of crew members required.

Talent and Crew Considerations

The crew’s size and experience substantially shape the video production budget, much like how a blockbuster movie necessitates a sizeable team of experts. As such, larger-scale video productions typically require a larger, more seasoned crew.

The crew is categorized into above-the-line members, who contribute creatively, and below-the-line members, responsible for physical production. The varying responsibilities and rates of compensation of these crew members significantly impact the video production budget.

Crew and Talent Roles 10-hr Day Rate:

  • Producer: $800-$1,200+

  • Director: $800-$1,500+

  • Director of Photography: $700-$1,500+

  • 1st Assistant Camera: $650

  • Camera Operators: $600

  • Location Audio: $700-$1,100

  • Gaffer: $650

  • Grip: $600

  • Hair and Make-Up: $650

  • Production Assistant: $250

  • Talent: $600-$1,200+

*Note: The numbers expressed are averages. Experience, talent, skill, knowledge, and specificity all affect crew day rate pricing.

Equipment and Technology Fees

Equipment and technology fees can notably sway the overall budget, much like how planning a camping trip’s cost hinges on whether you’re backpacking with a tent or touring in a luxury RV. The quality, quantity, and type of gear needed can significantly affect the cost of video production.

Equipment/Kit Examples:

  • Camera Packages

  • Lens Packages

  • Lighting Packages

  • Grip Truck/Van Packages

  • Camera Wireless Monitoring

  • Drone Packages

  • Speciality Equipment Needs (dollies, camera car, cranes, etc)

The cost of renting necessary equipment can change depending on the evolving needs of the project. For instance, an outdoor shoot might require additional lighting equipment, while an indoor shoot might not. These considerations can greatly impact the final cost.

Commercial Distribution Costs Explored

graphic of video marketing distribution

Once the video is complete, the major challenge is ensuring it reaches the appropriate audience. This stage involves commercial distribution costs. Similar to how package shipping costs depend on weight, size, and destination, media buying costs are influenced by numerous factors, such as the scope and intricacy of marketing services.

Understanding Media Channel Influence

Media channel choices can notably affect media buying costs. Much like advertising costs in a national newspaper differ from a local newsletter, costs can vary depending on the selected channels, such as national TV and digital platforms.

Media buying agencies specialize in analyzing target demographics to select the most effective media channels for reaching the desired audience. It’s akin to sending a letter to the right address to ensure it reaches the intended recipient.

The Impact of Advertising Variables

Various advertising variables can influence commercial airtime costs, much like how the cost of a plane ticket can vary based on factors like destination, time of booking, and seat class. These variables include campaign reach, chosen platforms, and budget size.

TV advertising costs are affected by several factors, including:

  • The program’s reach

  • The popularity and audience size of the show

  • Ad frequency

  • Commercial length

  • Time slot

  • Seasonality

All of these factors can have a significant impact on the cost of TV Advertising.

Digital advertising costs are affected by several factors, including

  • Platform Choice (Google, Facebook, Streaming, Email)

  • Ad Format (in-stream, out-stream, in-banner, or native)

  • Targeting Options (demographics, interests, location, behavior)

  • Bid Strategy (Cost per View, Cost per Click, etc)

  • Testing and Optimization

  • Frequency

All of these factors can have a significant impact on the cost of Digital Advertising.

Strategies for Cost-Efficient Video Projects

low budget video production - camera man - orange paper backdrop

Having delved into the costs, we can now examine strategies to make video production more cost-efficient. With meticulous planning and strategic choices, crafting high-quality videos without overspending is achievable, akin to preparing a gourmet meal on a budget—demanding, yet feasible.

Leveraging In-House Resources

Leveraging in-house resources can significantly cut down costs. It’s like deciding to cook at home instead of dining out. For instance, using an in-house video production team can provide more management oversight of video shoots and enable the creation of consistent branding while also keeping a check on overhead costs.

Similarly, to reduce location costs, readily available spaces like a company’s own office or a personal residence can be used. It’s like hosting a party at home instead of renting a venue—both can be fun, but one is undoubtedly more cost-effective.

Smart Planning to Minimize Expenses

Effective planning is the key to keeping costs in check. It’s like planning a road trip; you’ll need a map, a list of pit stops, and a clear destination. During pre-production, clear goals and a well-defined story are established, crucial for keeping costs aligned with the project’s budget.

Anticipating potential issues during pre-production, such as equipment failure or weather-related delays, can prevent costly disruptions during production. Detailed planning helps predict possible extra expenses, allowing for the creation of a more accurate budget with appropriate contingency funds.

Choosing the Right Video Production Agency

visionaery production on set with arri alexa 35 video production

Selecting the right video production agency can be compared to hiring an architect for your dream home. You would weigh their portfolio, experience, cost, and how well they grasp your vision.

The same principles apply when choosing a video production agency that aligns with your project’s needs and budget.

Evaluating Portfolios and Pricing

Assessing an agency’s portfolio and pricing is a critical step in the selection process, much like perusing a designer’s catalog before ordering a custom outfit. A production company’s showreel and portfolio can provide insight into its creative vision and technical skills, crucial for determining whether it aligns with your project’s needs.

The diversity of clients and industries in the video production agency’s portfolio can signal their experience and capability to handle a broad range of project types. It’s like a chef’s menu showcasing a range of cuisines, indicating their culinary versatility.

The Importance of Transparent Communication

Transparent communication is key in any relationship, and collaborating with a video production agency is no exception. Maintaining clear budgetary communication from the project’s onset prevents misunderstandings and sets achievable expectations for both clients and production companies.

Defining the project scope, including details such as video length, target audience, and desired outcomes, helps production companies provide accurate quotes and tailored services. It’s like giving a detailed order at a restaurant, ensuring you get exactly what you want.


In this journey through video production pricing, we’ve uncovered many facets of the process. From the early stages of pre-production through the actual filming to post-production, each phase carries its own costs.

We’ve seen how different factors, from crew size to equipment rental to media buying, can influence the final price tag.

With careful planning, smart resource use, and clear communication with your chosen video production agency, you can effectively manage your budget without compromising your vision.

Visionaery Productions: Your Video Production Company Partner

visionaery productions on set of a commercial

Visionaery Productions is your go-to video production resource in the West Michigan area. Based in Grand Rapids, Michigan, Visionaery Productions is here to help produce your next video production project.

As a full-service video marketing agency, we produce videos from concept to creation and the marketing strategy behind each video. We will help with creative development, provide a full video production crew, edit videos, and so much more.

Feel free to contact Visionaery to book your video strategy discovery meeting. We will then provide a proposal and line item estimate based on your video budget. We can work with a variety of video production budgets, so feel free to contact us today for your next video project.

Frequently Asked Questions

How much does a video production cost?

The cost of video production can range from $1,000 to over $200,000+, depending on the scope and requirements of the project. It varies significantly based on the specific needs and complexity of the production.

What factors influence the cost of commercial distribution?

The cost of commercial distribution is influenced by various factors such as media channel, target audience, geographic targeting, commercial length, and seasonality. These elements play a key role in determining the overall cost of distribution.

How does the media channel affect the cost of delivering video commercials?

The cost of delivering video commercials is highly influenced by the media channel used, including Linear TV, Connected TV, Social Media, or a website. It varies based on the channel's reach and audience targeting, ultimately affecting the overall cost.

What are some strategies for cost-efficient video projects?

To ensure cost-efficient video projects, consider leveraging in-house resources, using AI-generated content, and careful planning to anticipate issues (no date).

How can I choose the right video production agency?

Consider the video production agency's portfolio, experience, and cost, and communicate your budget and expectations clearly to ensure they can meet your needs without exceeding your financial constraints.



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