Hello colleagues!
My name is Alexey Shamin, I am the managing partner of the VZ Agency video advertising
agency, and in this video I will answer the most popular question of Clients - “how
much does a video cost” and tell you how the pricing is built on the video production
market.
There are two types of video creation: live shooting (with cameras and other equipment
- like this video) and computer graphics and animation.
Our studio specializes in creating ANIMATED videos for new products and image films for
business - this also includes infographics, motion design, 3D visualization, doodle videos
- so we will focus on pricing in this segment.
I will not talk about how WE set prices, but about pricing in the market in general.
A year ago, we analyzed more than THREE HUNDRED companies in the computer graphics and animation
segment and saw certain patterns.
The cost of video and infographic creation services most often depends on the following
three factors:
1) timing (the longer the video, the more expensive it is);
2) the complexity of the project (quality of graphics and animation, level of detail
and realism).
The more complex the video, its style and design - the more professional specialists
you need to attract - and the more expensive their work is.
3) terms (usually companies have standard terms with a certain price, and if the Client
needs it faster, the cost increases).
Each project has individual nuances, but in the end, the cost still depends on these three
points.
question: if the timing and terms of the project are more or less clear, then how to evaluate
the quality of the animated video?
This topic is too broad, so I'll cover it in a separate video.
Now I will say one thing: there are certain STYLES of the video and each is worth its
money.
To correctly assess the quality of an animated video, there is such a concept as "views"
When you review one hundred, two hundred, thousand videos, you will learn to understand
where it is done well and where it is not.
Therefore, often the stumbling block in pricing in our market lies precisely in HOW this or
that company estimates the complexity of developing a future video.
What else affects the cost of creating a video?
-First is the content of the project.
This is the answer to the question WHAT will be shown in the video.
For example, drawing or modeling bread and military equipment are different things.
Objects that are more difficult to render, model, and animate cost more.
-Number of language versions of the video.
We are talking about a FULL ADAPTATION to a new language, and not just a voiceover.
If you change the language from Russian, say, to Chinese - in addition to the voice acting,
the inscriptions change, due to the different length of the speaker's words, the timing
is shifted, because of this, the animation moves, the sound design is edited, and so
on.
This complex of works is, of course, an additional cost.
-The scale of the purpose of the video.
The higher you set the goal that you plan to achieve when launching a commercial in
rotation, the more effort you will have to put in.
This is reflected in all video production processes, from the creation of the script
idea to the quality of the soundtrack.
-Distribution channels.
Where you use the video has a direct impact on the cost.
So, for example, when launching a commercial for rotation on TV, the contractor ALWAYS
goes through a lot of agreements with lawyers and technical specialists of the TV channel.
The video changes up to 10-12 times - starting from the format, ending with the addition
of subtitles.
-Finally, the format and specifications.
This point is related to the previous one - if you post a video, for example, on a forum
- you are highly likely to need not standard Full HD resolution, but 4K or higher.
It is necessary to develop video in this resolution from the very beginning, and this is an additional
complexity both for specialists and for the machinery on which rendering takes place (calculation
and processing of the project).
What else can affect the cost?
For example, if you need the initial materials for a project, as a rule, the contractor will
ask for money for them.
It happens that the source code of a project costs almost as much as the project itself.
There is a set number of revisions - the standard two to four iterations at each stage of the
work.
If you know in advance that you will change every detail until you like everything, be
prepared to pay extra.
The next point - the addition of additional materials (video footage or certain 3D models)
is paid separately, since they are bought on third-party stocks.
If you have your own 3D models, the cost also depends on their quality and possibilities
of use.
Bottom line: There are THREE main factors, but there are many additional points that
affect the cost of a video.
How to take everything into account and get an estimate from the studio?
First of all, it is necessary to accurately fill in the TECHNICAL TASK and give it to
the contractor to calculate the cost of the video.
The more clearly you describe the project, the more accurately you will determine the
price of the commercial.
In fact, even the corporate identity affects the cost - if the brand design is made for
the premium segment, it must be observed in the video as well.
Therefore, once again: filling out the technical task is important!
What it is, where to get it and how to answer the questions correctly, see our other videos
on the channel.
Remember that the more difficult the task, the GREATER the price range.
Why?
Because the number of factors affecting the performer's labor costs is increasing.
Therefore, some video production studios estimate the real cost of the task, others call it
a COMFORTABLE price.
They know that, perhaps, the project will be completed easier, faster and bring good
profit, or perhaps in practice, everything will be more complicated, and labor costs
will increase without bringing profit to the company.
This is a feature of the market for intellectual labor with high added value, which is the
video production market.
So that you have at least an approximate understanding of the prices of creating an animated video,
after analyzing three hundred companies, we have derived the following figures:
-Average market prices per minute of high-quality 2D graphics - from $ 2,000 to $ 5,000
-Average market prices per minute of high-quality 3D graphics - from $ 4,000 to $ 10,000
Most of the time 3D graphics are more expensive because they are more difficult to produce.
Our company relies on the REAL COST of the task and CONSCIOUSLY keeps prices about 20%
below the market.
As a result, the Client receives a VERY good quality product for a good price.
We do not have a clear price list for services, the cost of each project is calculated individually.
Leave a request on the website - we will show you everything and advise in detail.
Thanks for watching.
Write in the comments what you think about pricing in this market - you agree with us,
disagree - it will be very interesting for us to know your point of view.
Subscribe to our channel, and if you want a consultation - leave a request on the site
(link in the description) and we will tell you in detail how much your future video costs.
Good luck!