When it comes to creating a high-quality video for your brand, understanding the associated costs is crucial. Video production is a multifaceted process that can vary significantly depending on the type of video, the complexity of the project, and the resources required. In this guide, we’ll break down the typical costs associated with different types of videos, providing you with a clear understanding of what you can expect to invest in your next project. We’ll cover four core types of videos: Brand Ads, Explainer Videos, Customer Testimonials, and Corporate Videos, along with examples and their respective cost ranges.
Why Understanding Video Production Costs Matters
Before diving into the specific costs, it’s important to understand why these costs vary so widely. Video production involves several stages, including pre-production (planning, scripting, storyboarding), production (filming, directing, casting), and post-production (editing, sound design, colour grading). Each of these stages requires different levels of expertise, equipment, and time, which all contribute to the final cost. Additionally, the scope of your project—such as the number of locations, cast size, and complexity of the creative concept—will also impact the budget.
Brand Ads and Commercials – Awareness Stage
General Budget Range: $40,000 – $100,000 AUD
Brand ads are designed to build awareness and engage potential customers on social media. These videos are typically short, impactful, and focused on delivering a clear message. The production costs for brand ads can vary depending on the complexity of the concept and the resources required.
For a simpler, leaner production, you might opt for a single location shoot with minimal set design, cast, and crew. This approach is ideal for companies looking to create an effective ad without overextending their budget. The costs for this type of production typically range from $40,000 to $60,000 AUD, covering everything from concept development to final delivery.
Video Example (Simple and Lean Production):
However, if you’re aiming for a more complex and high-impact production, a larger budget allows for more creative freedom. This could involve multiple locations, a larger cast, and elaborate set designs, resulting in a higher production value. Most of the ads produced in this category range between $60,000 and $100,000 AUD.
Video Example (Complex and High-Impact Production):
Regardless of the approach you choose, the goal is to produce an ad that resonates with your target audience and effectively communicates your brand’s message.
Explainer Videos (Home Page – Consideration)
General Budget Range: $12,000 – $50,000 AUD
Hero brand videos are a staple on a company’s homepage and play a crucial role in guiding potential customers through the consideration phase of their buyer’s journey. These videos need to clearly communicate the value of your product or service, answer common questions, and help move viewers further down the sales funnel.
If you’re considering an animated explainer video, we’d recommend a budget of $25,000 to $50,000 AUD. This type of video blends intelligent storytelling with vibrant, brand-aligned 2D, 2.5D, or 3D animation, making it both persuasive and engaging.
Video Example (3D Animation Approach):
Alternatively, for a more cost-effective solution, a motion graphic video can achieve similar results with less complexity. Motion graphics still offer compelling storytelling but with simpler animation and design elements. These videos generally range from $12,000 to $20,000 AUD, depending on the level of detail and complexity.
Video Example (Motion Graphics Approach):
Both approaches aim to showcase what your brand does in a way that is visually appealing and easy to understand, making them ideal for the consideration stage on your website.
Customer Testimonials (Product Page – Conversion)
General Budget Range: $7,500 – $70,000
Customer testimonials are one of the most powerful tools for conversion. They provide social proof and help build trust with potential customers by showcasing real experiences and outcomes. The production cost for testimonial videos can vary significantly based on the approach you take.
The simplest form of testimonial video involves a straightforward interview with minimal b-roll (supplementary footage). This approach is cost-effective, particularly if you’re able to schedule interviews in one location or rotate multiple customers through a single setup. Typically, costs range from $7,500 to $10,000 AUD for half-day shoots or $10,000 to $20,000 AUD for full-day shoots.
Video Example (Talking Head Interviews):
For a more dynamic and engaging testimonial video, combining interviews with b-roll footage of the customer using your product or service adds depth to the narrative. This approach requires more time and resources, often necessitating full-day shoots per customer. These videos range from $25,000 to $70,000 AUD, depending on the complexity of the production.
Video Example (Interview and B-Roll Testimonials):
Both types of testimonials are effective in their own right, with the choice of approach largely depending on your budget and the level of detail you want to capture.
Corporate Interview Videos
General Budget Range: $10,000 – $50,000 AUD
Corporate videos are essential tools for internal communication, used to onboard new employees, enhance sales, and familiarise viewers with your company culture, policies, and procedures. When creating a corporate video, authenticity is key—your content should reflect the true essence of your company.
A typical corporate video might involve a full-day shoot at your office, carefully planned to include interviews with key team members and b-roll footage that captures the vibe and culture of the workplace. This type of video doesn’t need to be overly complex but should be well-crafted to ensure it resonates with new employees. The budget for a corporate video that includes a montage of interviews is generally lower cost, than interview and b-roll project where more planning and crew tends to be required. One the lean side, costs generally range from $10,000 – $20,000 AUD, while more complex shoots tend to cost $25,000 – $60,000 AUD.
Video Example (Lean Interview and stock/supplied footage):
Video Example (Complex Interview and b-roll):
Planning Your Video Production Timeline
When planning your video production, it’s important to consider the timeline. A typical production process includes:
- Development and Pre-Production: 2-4 weeks for concept development, scripting, and pre-production planning.
- Shooting Window: 1 week for shooting, depending on availability and location requirements.
- Post-Production: 2-4 weeks for editing, revisions, and final delivery.
These timelines are flexible and can be adjusted to meet your specific needs, but it’s always best to allow sufficient time for each stage to ensure a high-quality final product.
Conclusion
Understanding video production costs in Australia is essential for making informed decisions about your marketing strategy. Whether you’re creating a brand ad, hero brand video, customer testimonial, or induction video, investing in high-quality content can deliver significant returns in terms of brand awareness, customer engagement, and conversion rates. By choosing the right approach for your needs and budget, you can create compelling videos that effectively communicate your message and achieve your business goals.
