What Should My Video Budget Be? A Guide by Marketing Goal

Video Budget by Marketing Goal

The right video budget depends entirely on what you're trying to accomplish. A product launch, ongoing ad creative, and brand awareness content all require different investment levels.

Here's how to match your budget to your goal.

Goal: Product Launch

You're bringing a new SKU to market and need content that introduces it, creates buzz, and drives initial purchases.

What You Need

• Pre-launch teasers (2-3 pieces)
• Hero announcement content (1-2 pieces)
• Performance ad variants (5-7 pieces)
• Platform-optimized formats for each piece

That's 8-12 unique deliverables minimum, each with 3+ format variants.

Recommended Budget

$6,500–$15,000 depending on complexity

For a straightforward product launch (one new SKU, studio production), budget $6,500–$12,000.

For a major launch (multiple SKUs, lifestyle locations, talent), budget $12,000–$15,000+.

Best Package

Our Hero Spot Package is designed specifically for launches. One production day focused on creating your flagship content plus performance variants.

Goal: Ongoing Ad Creative

You're running always-on paid campaigns and need fresh content regularly to combat ad fatigue.

What You Need

• 4-6 new pieces monthly minimum
• Regular testing of new hooks and concepts
• Platform-native formats (vertical, square, horizontal)
• Quick turnaround to capitalize on trends

Recommended Budget

$3,500–$10,000/month on a retainer

At this volume, project-based production is inefficient. Retainers provide better value per piece and priority scheduling.

Best Package

• Growth ($3,500/mo) — 4-6 videos monthly
• Scale ($6,000/mo) — 8-10 videos monthly
• Enterprise ($10,000+/mo) — 12+ videos monthly

Goal: Brand Awareness / Hero Content

You need flagship content that establishes your brand story—something that lives on your website, social profiles, and investor decks.

What You Need

• One hero piece (60-90 seconds)
• Cutdowns for social and ads
• High production value (potentially location shoots, talent)

Recommended Budget

$15,000–$30,000 for true hero content

Brand videos require more pre-production (scripting, storyboarding), higher production value (better locations, potentially talent), and more extensive post-production (color grading, sound design, graphics).

Best Package

Our Campaign Package is built for this—comprehensive production that tells your brand story with premium production value.

Goal: Testing Video for the First Time

You've never invested in professional video and want to see if it's worth it before committing to larger budgets.

What You Need

• Proof of concept content
• Enough assets to test (3-5 pieces)
• Low risk if it doesn't work out

Recommended Budget

$3,500 with The First Drop

This is exactly why we created The First Drop—our starter package with zero commitment to ongoing work.

What You Get

• Half-day shoot
• 2-3 finished videos
• Vertical + horizontal formats
• Enough content to test your first ad angles

If video drives results, you can discuss a retainer. If not, you walk away with assets and no strings attached.

Budget Red Flags

Too Low

If someone quotes $1,500 for "professional" beverage video, be skeptical. Quality liquid capture requires specialized equipment, lighting expertise, and post-production skill. Ultra-low quotes often mean:

• Inexperienced crew
• Template-based editing
• Poor technical quality
• No strategic thinking

Too High

Conversely, you don't need to pay $50,000+ for ad creative. That budget makes sense for broadcast commercials, not performance marketing content. If quotes seem excessive:

• Ask what's driving the cost
• Compare to industry benchmarks
• Consider whether the scope matches your goals

The Budget Conversation

When you talk to any production company (including us), come prepared with:

Your goal (launch, ongoing ads, brand awareness)

Your timeline (when you need content live)

Your ad spend (helps us recommend appropriate creative investment)

Examples of content you like (helps scope production complexity)

With that information, you'll get accurate quotes that match your actual needs.

Get a Custom Estimate

Ready to discuss your project? Book a call and we'll walk through options together.