Why a price per video often explains little
An interview on location with a prepared expert requires different planning than a staged product story with multiple shots. Even with the same video length, the concept, personnel, lighting, sound, animation, and coordination can vary significantly.
The way the videos are numbered also changes the impression. One main video, three shortened versions, and two alternative openings do not constitute six independently developed stories. They can still be six viable versions for use. The listing should clearly distinguish between new productions and variations.
Therefore, first compare the outcome you need: What content should be used where, which people should understand it, and what files must be available at the end? Only then can prices be meaningfully compared.
These cost categories belong in the planning
| Cost breakdown | What you should specifically clarify |
|---|---|
| Strategy and concept | Is the direction already established, or are the message, idea, script, and format still being developed? |
| Preparation | Who is organizing the people, spaces, process, themes, and necessary materials? |
| Production | What roles, technical aspects, shooting schedules, locations, and any travel are planned? |
| Post-production | What editing, sound, color, subtitling, or animation work is included? |
| Variations | How many standalone pieces of content, introductions, lengths, languages, and aspect ratios will be delivered? |
| Coordination | How will feedback, changes, and approvals be organized? |
| Usage and handover | Which tasks are agreed upon, and which files and materials will be handed over? |
| Distribution | Are publication, campaign management, and the advertising budget calculated separately? |
The weight of these components varies depending on the project. A simple recording with elaborate animation can generate more work after filming. A documentary shoot across multiple locations, on the other hand, can be primarily driven by logistics. A one-size-fits-all approach isn't suitable for every project.
Three scenarios you shouldn't calculate right away
The following scenarios are Planning examples, not bookable packages or price quotes from Vertikal Viral.
A specialist answers several customer questions
You have a suitable person, a quiet space, and an agreed-upon list of topics. Short, independent answers for your channel are needed. The scope includes preparation, filming, selection, editing, and the agreed-upon exports.
Increased effort arises, for example, from additional personnel, elaborate overlays, foreign language versions, or new topics after filming. If the questions are not yet finalized, the concept must be planned first. Content Day can gather suitable footage; the quantity depends on the format and preparation.
A product is shown in a staged application.
This might require a visual concept, actors, suitable locations, props, lighting changes, and multiple shots. The technical length of the finished video says little about this preparation.
Clarify in particular which features need to be visible and which presentation has been approved by the technical team. If a necessary application step is missing, it cannot always be added in the editing process. An additional day of filming is different from a simple text correction.
Multiple video ads can be created from one concept.
Different starting points or examples may be needed for a creative test. Sharing the same source material can streamline efforts. However, each version still requires clear definition, editing, review, and delivery.
The production price does not automatically include subsequent ad placement. Test planning, campaign management, and the budget allocated to the advertising platform should be clearly itemized. Our article on Video Ads and Creative Testing explains how to plan variations effectively: Video Ads and Creative Testing.
Package, daily rate, or ongoing collaboration?
A package helps with comparisons if its contents are precisely described. A daily rate can be suitable for clearly defined production roles. Ongoing collaboration can organize recurring planning, production, and coordination. None of these models is automatically cheaper or better.
| Model | More suitable if… | Clarify beforehand |
|---|---|---|
| Defined project scope | The result and scope of delivery are sufficiently clear. | What's included, and what triggers an additional assignment? |
| Billing based on effort | Individual tasks or variable services are required. | Approaches, estimation, budget limits, and approval for overtime. |
| Ongoing collaboration | Regular content and established coordination processes are required. | Monthly scope, planning, unused capacity, and change policies. |
Ensure all models use the same basis for comparison. Are the amounts quoted net or gross? Are travel and third-party costs included? A low starting price is of little use if the services required for your project are only added later.
Clarify rights, music, and raw footage early
Discuss whether the material will be used organically, as an advertisement, on a website, at an event, or in other media. Also, document agreed-upon durations, territories, and editing options. These questions belong in the preparation phase because music, personnel, or purchased materials used may have their own terms and conditions.
For music in videos, GEMA points out the necessary rights clearance for combining music and moving images. An available music track is therefore not proof that it is cleared for your planned advertising use. The specific rights required must be verified based on the actual material and its intended use.
Raw footage, project files, and finished exports are separate deliverables. Explicitly ask what you will receive, whether later adjustments are possible, and how long the material will be stored. Don't assume that everything is automatically included in the delivery.
This is how you avoid unnecessary rounds of revisions
Designate a contact person to collect feedback from within your company. Review the message and facts as early as possible. If a different target audience is to be addressed after the final edit, the concept may change, not just a single shot.
Document how many feedback steps are planned and what will be reviewed in each step. A sensible approach is, for example: first content and structure, then details and final technical review. This is one possible process, not a binding package.
If you need to reduce your budget, start with the scope: fewer shots, a clearer main message, or carefully selected variations. Don't try to save money by simply leaving necessary tasks unmentioned in the proposal. Ambiguity only postpones the work.
This information makes your request predictable
- What is the goal of the video, and who is it intended for?
- Where and how will it be used?
- What specific content, formats, and versions do you need?
- What is already available: strategy, script, materials, venues, personnel?
- Who provides feedback and decides on approval?
- Is there a start date and a budget for planning?
If something is still unclear, label it as an open question. A production doesn't need to be fully planned before you make an inquiry. What's crucial is that consultation and preparation are clearly identified as tasks.
In our Implementation , we coordinate the concept, production, variations, and delivery to your specific needs. If you also plan the Distribution with us, we separate the respective tasks according to their scope. Let’s think BIG.