How Video Retainers Scale with Your Brand's Growth

The Retainer Scaling Path

Your video needs will evolve as your brand grows. A scrappy startup testing its first ads has different requirements than an established brand spending $100k/month across multiple platforms.

Here's how to match your retainer level to your growth stage.

Stage 1: Pre-Retainer ($0–$10k/mo Ad Spend)

Where You Are

You're early-stage. Maybe pre-revenue, maybe just starting to invest in paid acquisition. You need to validate that video moves the needle before committing to ongoing production.

What You Need

• Proof of concept content
• Enough assets to test 2-3 ad angles
• Minimal risk if video doesn't perform

The Right Fit

The First Drop — $3,500

Our starter project gives you 2-3 professional videos with zero commitment to ongoing work. Use this content to test video in your ad account. If it drives results, upgrade to a retainer. If not, you've validated that finding at a fraction of the retainer cost.

Stage 2: Growth Stage ($10k–$25k/mo Ad Spend)

Where You Are

You're spending enough on ads that creative performance really matters. Ad fatigue is becoming an issue—your best performers wear out within 2-3 weeks. You need consistent fresh content to maintain ROAS.

What You Need

• 4-6 new videos monthly
• Regular shoot cadence (monthly)
• Quick-turn editing
• Platform-optimized formats

The Right Fit

Growth Retainer — $3,500/mo

This is your entry point to retainer-based production. One shoot day per month, 4-6 videos, priority scheduling. It's enough content to keep your ad account fresh and test new creative angles regularly.

When to Upgrade

Move to Scale when:

• Your best ads fatigue faster than you can replace them
• You're expanding to a second platform (TikTok + Meta, etc.)
• You're launching new SKUs and need dedicated content
• You want more variant testing at scale

Stage 3: Scale Stage ($25k–$50k/mo Ad Spend)

Where You Are

You're running serious ad spend across multiple platforms. Creative is clearly a growth lever—better content directly improves your blended ROAS. You need volume, variety, and speed.

What You Need

• 8-10 new pieces monthly
• Two shoot days per month
• Advanced post-production (motion graphics, enhanced color)
• Multi-platform optimization (native content per platform)

The Right Fit

Scale Retainer — $6,000/mo

More content volume, more shoot days. This tier is designed for brands running aggressive multi-platform campaigns. You get enough content to test multiple concepts simultaneously and replace fatiguing creative quickly.

When to Upgrade

Move to Enterprise when:

• You need campaign-level creative direction (not just content pieces)
• You're spending $50k+/mo and want a dedicated creative partner
• You need 10+ pieces monthly
• You want someone proactively bringing concepts, not just executing briefs

Stage 4: Maturity Stage ($50k+/mo Ad Spend)

Where You Are

Video is a core part of your marketing strategy. You're competing with established players who have in-house teams. You need a production partner who thinks strategically, not just executes tactically.

What You Need

• 10+ pieces monthly
• Dedicated producer who knows your brand deeply
• Campaign-level creative direction
• Proactive concept development
• Flexibility for special projects

The Right Fit

Enterprise — $10,000+/mo

This isn't just production—it's a creative partnership. You get a dedicated producer, proactive concept development, and the volume to support aggressive scaling. We're an extension of your team, not just a vendor.

The Benefits at This Level

• Dedicated producer who knows your brand, products, and performance history
• Proactive creative direction — we bring concepts to you, not just execute your briefs
• Priority everything — fastest turnaround, first pick of shoot dates, immediate response
• Strategic input — we review ad performance and recommend creative directions
• Flexibility — scope adjusts for launches, seasonal pushes, or special projects

Scaling Up: How It Works

No Disruption

Upgrading is seamless. You're not starting over with a new team or rebuilding brand knowledge. Same crew, same understanding of your products—just more volume and resources.

Month-to-Month After Initial Commitment

After your initial 3-month commitment, retainers move to month-to-month with 30-day notice. You can scale up or down as business needs change.

Common Scaling Patterns

Seasonal Scaling

Many beverage brands flex their retainer level seasonally:

• Peak season (summer, Q4): Scale or Enterprise
• Off-season (Q1, Q3): Growth

Launch Scaling

Temporarily upgrade when launching new products:

• Normal months: Growth
• Launch months: Scale (extra content for launch campaign)

Not Sure Where to Start?

If you're between stages or unsure which tier fits, start with The First Drop. One project, no commitment, clear results. Then we can discuss the right ongoing arrangement based on real data.

Learn about The First Drop →