Retainer vs. Project-Based Video Production: Which Is Right for Your Brand?

The Content Volume Question

Before comparing pricing models, ask yourself: how much content do you actually need?

If you're running paid ads across Meta, TikTok, and YouTube, ad fatigue sets in fast. Most successful DTC beverage brands refresh creative every 2-3 weeks, meaning 4-6 new pieces monthly minimum.

Project-Based Production

How It Works

You scope a specific project—say, a product launch campaign—and pay a fixed price for defined deliverables.

Best For

• Product launches
• Seasonal campaigns
• First-time video investment
• Brands with unpredictable content needs

Typical Pricing

$3,500-$15,000 per project depending on complexity.

Pros

• No commitment beyond the project
• Clear scope and timeline
• Full asset ownership
• Good for testing video ROI

Cons

• Higher per-piece cost
• Longer lead times (re-onboarding each time)
• No relationship pricing
• Scheduling depends on availability

Retainer-Based Production

How It Works

You commit to a monthly fee and receive a set amount of content each month. Think of it as having an in-house video team without the overhead.

Best For

• Brands running always-on ads
• Consistent content pipelines
• Long-term brand building
• Competitive niches requiring constant testing

Typical Pricing

$3,500-$10,000/month with 3-month minimum commitments.

Pros

• 40-60% lower cost per piece
• Priority scheduling
• Faster turnaround
• Consistent brand aesthetics
• Strategic partnership

Cons

• Monthly commitment required
• Requires content planning discipline
• May produce more than needed some months

The Math: When Retainers Win

Let's run the numbers.

Project-based: 4 pieces at $1,200 each = $4,800/month

Retainer: 5 pieces included at $3,500/month = $700/piece

At 5+ pieces monthly, retainers start winning. At 8+ pieces, the savings are significant.

Making the Decision

Choose Project-Based If:

• You need less than 4 pieces monthly
• Your content needs are unpredictable
• You're testing video for the first time
• Budget is strictly per-campaign

Choose Retainer If:

• You need 4+ pieces monthly consistently
• You're running always-on paid campaigns
• You want priority scheduling
• Long-term cost efficiency matters

How OCT Structures Retainers

Our retainer packages are built for beverage brands running performance marketing:

Growth ($3,500/mo):

• 4-6 videos monthly
• 1 shoot day per month
• Quick-turn editing
• Perfect for brands starting consistent content

Scale ($6,000/mo):

• 8-10 videos monthly
• 1.5 shoot days per month
• Hook variations for testing
• For brands running multi-platform campaigns

Enterprise ($10,000+/mo):

• 12+ videos monthly
• 2+ shoot days per month
• Full creative direction
• For established brands with aggressive content needs

All retainers include platform-optimized formatting and creative strategy.

Not Ready for a Retainer Yet?

Start with The First Drop—our $3,500 starter project. Half-day shoot, 2-3 videos, zero commitment to ongoing work. See what we can do, then decide if a retainer makes sense.