How Much a Brand Marketer Should Invest in Video Production
Film has become an essential part of modern brand marketing, and people expect more of it from the brands they follow. So how much should a brand marketer actually invest in film production? Here's what drives the cost, and a real guideline for how much to budget.
Budgeting for Film Production
The cost of film production varies a lot, depending on the type of film, how complex the project is, and the quality of the crew. As a general rule, a brand marketer should budget between 10% and 20% of their overall marketing budget for film.
What the Film Is Actually For
The purpose of a film is one of the biggest factors in what it costs. A product demo is usually less expensive than a brand story that needs multiple locations, real people, and more complex production. When you're budgeting, think through what the film is actually for and what it will take to get it right.
Quality of Equipment and Crew
The equipment and the crew behind a film are another major cost factor. Better gear and a more experienced crew mean a stronger film, but also a higher cost. For most brands, it's about finding the right balance between quality and budget.
Length of the Film
How long a film runs also affects the cost. Shorter films cost less to make, but a longer film gives you more room to tell a real story, and that can make it more effective at actually representing your brand.
Location and Logistics
Where you film and the logistics involved matter too. Shooting in a studio is usually cheaper than filming on location, but a real location can offer something a studio can't, and it adds a layer of authenticity to the finished film.
The cost of film production varies, but as a general rule, budget between 10% and 20% of your overall marketing budget for it. By thinking through what the film is for, the quality of your equipment and crew, its length, and where you're filming, you can invest in something that actually fits your budget and does the job right.
