Navigating the Promo Video Pricing Landscape

How We Assessed Production Cost

In preparation, we reviewed over 50 companies from 13 countries in the space to provide a comprehensive analysis and what you can expect to pay for promo video production.

Our team sent out inquiries to dozens of freelancers and agencies of all sizes to assess the cost of a promo video in 2023.

We asked a series of questions using our knowledge of production cost and based the inquiry on two example projects.

How Much Does a Promo Video Cost?

After receiving quotes from over 50 video production companies, we found that a high-quality promo video will land between $4,000 and $15,000. While most quotes fell in this range, we received pricing estimates as low as $2500 - $8500 to hire freelancer and up to $150,000 for live-action and complex CGI video production agencies.

Factors that Affect Promo Video Pricing

The price of promo videos can vary greatly due to factors like the agency's size, location, and complexity level of the video.

But don't stress. I'm here to help you understand the details, so you can make a smart choice and find the best deal for your money.

Let's start by looking at how company or team factors can affect the pricing of the agency or team you might choose to create your video.

General picture

Freelancers can charge less because they have less overhead and may be in the process of building up to a higher rate.

Avoid freelance promo video producers, especially at a low rate, because they likely don't have the experience or provide the quality your business needs to increase traffic. You can't afford to be part of their learning process for a freelancer looking to establish a position in the market.

Our findings suggest that reputable agencies of all sizes typically charge between $4,000 and $15,000 because they have the experience and infrastructure to produce quality promo videos.

Below are some factors affecting where your video will fall in the average price range based on the agency. (We'll cover video production factors in the next section.)

Brand Positioning

Established companies with a solid client base and extensive portfolio charge more for their services than up-and-coming companies.

While you must pay more for a video from an agency with brand recognition, the choice is typically a safe bet.

However, choosing an up-and-coming company could get you the same or better quality for less because the agency is still making a name for itself.

Location

Agencies based in countries with strong economies, more competition, and higher taxes must charge more for their services to stay in business and attract talent.

However, just because a company has an NYC address doesn't mean it will deliver a more effective promo video.

Quality

Promo video quality is the number one pricing factor.

Agencies that consistently deliver high-quality work must pay their designers and creatives a competitive rate and can attract enough business to demand a higher rate.

Companies like Yans Media, DemoDuck, and Buck have been in the business for years because they produce premium promo videos. As a result, these agencies have built a reputation and the infrastructure to deliver quality at scale.

Production Pricing Factors

The other pricing factors that will affect the cost of your promo video are specific to your video.

For example, a 5-minute explainer will cost more than a 30-second promo at the same agency simply because it is more work.

Other factors to consider include:

• The complexity of the project – Advanced graphics or special effects require skilled labor and will drive up costs.
• Type of video – The style of video has a huge impact on price, for example, animation is less expensive than live action. In addition, different styles of animation will warrant various price points; simple 2D animation is a more cost effective option than 3D.
• Level of Customization: Utilizing stock elements is a more affordable option. In contrast, opting for custom animation, filming, or commissioning a composer for a music track will significantly increase costs.
• Logistics – Special equipment, locations, travel, and additional crew members will increase your total cost.  
• Equipment and Technology: Using the latest technology or specialized equipment can add to the cost.
• Talent – Actors, extras, and a production crew will dramatically impact the price.
• Voice Over and Music Track License:Voice over and music track licenses vary in cost depending on how they will be used. Voice overs and music for online or educational content typically cost less than those licensed for commercial use or TV broadcasting.
• Editing – Time and resources required in editing drive up costs, especially if you have complex editing requests.
• Revisions: The number of changes requested after the initial draft can add to the overall cost.
• Project Timeline: Rushed projects often incur higher costs due to the need for overtime or expedited service fees.

Tips on Assessing Production Costs

The time and resources required to produce your video will affect the cost.

Therefore, when assessing an agency's services, we highly recommend considering their pre-production, production, and post-production process.

Inquiring about each stage of your video's development will give you an idea if the agency is allocating your budget appropriately.

Ensure they're not only interested in your product but also in your marketing and sales strategies, including the video's role in them.

Pre-Production

When assessing production costs for a promo video, it's essential not to overlook the pre-production phase.

While visuals are undoubtedly important, marketing videos are, first and foremost, about marketing, so it's necessary to ask potential studios about their research process and how they create a concept.

Production

The quality of the visuals in your promo video speaks volumes about your company.

When assessing production costs, ensure your video is custom created to fit your branding.

Curated content is essential in today's digital age, where many videos use the same templates and online creators, making your company appear dull, unprofessional, and redundant.

Post-Production

You'll need to execute the voiceover, sound design, and final edits necessary for a polished video at this stage.

Verify where your potential video content partner acquires voiceover and music. Sourcing from platforms like Fiverr may indicate lower quality.

Additionally, the process matters. For instance, instead of just sending artist demos, a more professional approach is to organize voiceover auditions. Let the talents read a portion of your script to truly gauge how they fit with your brand's voice.

Don't forget to inquire about the licensing coverage and any time limitations for its use.

Sound design is also a key element in post-production.

Check if you're receiving just music or custom sound design, and where the music track originates. Reliable sources like PremiumBeat or Artlist are preferable.

This information is crucial because what seems like a good deal at first glance may actually be a compromise on quality. Lower quality isn't a discount; it's a reduction in value, ultimately costing you more.

How to Choose a Promo Video Studio Based on Budget

While there are many factors to consider when choosing an approach to producing a promo video, your budget will determine your limitations. We've outlined the most cost-effective strategies below based on cost.

Remember to still consider the pricing factors we've covered.

Up to $2500

If your budget is under $2,500, we recommend a DIY approach. For example, you can record your promo video with an iPhone or your screen if you promote a digital or SaaS product.

Avoid freelancers and companies with 3 employees or less that will promise a quality promo video.

Your project will likely be outsourced or produced with a drag-and-drop design template.

$4,000-$15,000

Find a foreign animation studio that has built a solid portfolio and has been in business for at least 5 years.

They will have the talent and capacity to deliver a high-quality promo video for 1/3 of the price of US or Western European-based design agencies.

Some excellent options include:

• Yans Media
• Demo Duck
• Vidico

Choosing the Right Style

Choosing the right style is very important when you plan your budget. We already talked about what you can do if you have less than $2,500 to spend. This applies to all styles, so we won't talk about that price range here.

Middle price range - up to $15,000

At this price point, 2D and 2.5D animations are the most optimal choices. Videos are relatively easy to produce (compared to 3D), look clean, and changes aren't labor intensive.

Even big companies like Google and Uber choose this option because it's flexible and helps deliver messages in a simple and nice way.

So you might wonder about live-action and 3D.

Each case is unique, but in general, it's best to avoid these options when creating a high-quality promo video on a limited budget.

3D animated promo videos can be incredible but very expensive when done correctly. The production process requires far more planning because changes are highly labor-intensive and costly.

The quality difference between mid-level and premium 3D animation is significant. Avoid choosing this approach unless you have at least $25,000 to spend on a video.

If you are interested in a 3D promo video, check out this article, we cover when it is appropriate to use 3D animation.

Over $15,000

If you have over $25,000 to spend on a promo video, we recommend working with a local agency that has been around for over seven years. You must still vet the studio based on our pricing factors to ensure your budget is used effectively.

Two choices that stood out in our research prices include:

• Sandwich Video
• Buck Design

These agencies provide high quality at reasonable prices, considering their reputations, clients, and portfolios.

Case Studies

We provide two case studies below to give you an idea of what you can expect from an offshore agency within the $4,000-$15,000 price range. Each client was working with a budget under $6,000.

Solana

When we worked with Solana, they were still an emerging start-up.

They contacted us to promote their revolutionary idea, "Proof of History." The promo video successfully explains how users can benefit from Solana's blockchain platform.

Today, the company has grown to be a leader in the space and is valued at over a billion dollars.

Varpet

Another of our clients, Varpet, an app that connects users directly with manual laborers, experienced incredible growth after hiring us to produce their promo video.

The video above lead to a 200% increase in conversion rate on the company's website and 15,000 app registrations within just one month. As a result, the start-up reached its fundraising goals and reinvested in the business.

Where to start

Now that you have a sense of what direction to go with your budget, it’s a good idea to reach out to at least five agencies for quotes.

Make sure to check their portfolio, see who their key clients are, read feedback from past clients, and be aware of any potential additional expenses that could increase the production budget.

Final Words

Navigating the promo video landscaping is no easy task. Unfortunately, there isn't a one-size-fits-all approach; you must consider your specific budget, goals, and product to find a production studio that will deliver optimal results.

If you are overwhelmed when looking for a promo video agency or don't know where to start, reach out for a free consultation.