Our Pricing

As not all explainers are created equal, it’s important to find a provider that’s able to deliver what you need for a competitive price. That’s where consideration of the specific variables that combine to inform the purchasing decision is a priority.

It’s absolutely the case that you can use online software or a freelancer to deliver an explainer from as little as $50, but that type of visual aid is highly unlikely to persuade high stakes buyers that what you have is of value. That said, for a small start-up or a business that offers a straight-forward, necessary but no-frills service, a cut-price explainer will often deliver advantages over no explainer at all. Even using simple software, with a little time and patience it’s possible to create an amateur effort which may engage some additional trade. Taking the time to consider your audience and the type of video that’s going to be most likely to attract their interest is critical when it comes to setting an appropriate budget.

The major benefit of this approach is cost – if you’re on an extremely limited budget (for example, you’re newly launched or simply feeling the crunch and needing a budget marketing boost), this could be what you’re looking for. In addition, you will end up with a video – it may not deliver exactly what you’re looking for, but it will deliver something. Obviously the downsides of this type of approach are that quality is almost invariably mediocre (or poor). There are relatively limited options for customisation: not only does this mean it’s often difficult to capture your specific message, but it also means that your video is going to look very similar to hundreds (maybe even thousands) or other videos out there on the internet. Generally, unless your budget is such that any other option is unreachable, video software is unlikely to deliver the high-grade showcase your business and your product (and your viewers) deserve.

2. Employ a freelancer – variable budget depending on individual competencies

Freelance explainer video makers are out there! Available through freelancer sites (Fiverr; People-per-hour; Upwork etc), or advertised as a solo concern, a freelancer may be able to complete some or all of the work needed to create your video. The benefits of a freelancer vary widely, depending on the freelancer: you may be lucky and find someone who delivers exceptional work for a reasonable price; equally, you may end up with sub-standard work, or a piecemeal delivery mechanism where some parts will need to be recontracted out to other freelancers.

Unfortunately, there are several fairly significant disadvantages to using a freelancer, which is why it’s not usually a great option if a high-quality video with a low-hassle delivery mechanism is your preference. Without a clear brief, freelancers are unlikely to have the in-depth knowledge needed to deliver an exact match for your needs; there may be a need to hire several freelancers in order to ensure that all parts of your video are completed; almost invariably, relatively high overheads and issues around work insecurity means that freelancers will charge more pro-rata than an agency; quality is variable and a lack of capacity means adherence to suitable timescales may be a challenge. Although in some cases a freelancer will work out well, this is by no means a given.

3. Use an explainer video company – an explainer video from one of these will cost between $2,000 and $15,000

As the name suggests, an explainer video company has been created specifically to make explainer videos. As this is the sole focus of what they do, your chances of ending up with a premium product that ticks your boxes are fairly high. Some of the significant benefits of using a specialist explainer video company for your next video project include professional expertise that’s specifically targeted to your project; access to all the equipment, artists and technical support needed to create your high-quality video in a timely manner; a single point of contact who can answer any queries you may have, as well as give information on progress; sufficient capacity to deliver a custom solution to your video; investment in premium video tools and software, as this is the main purpose of the business; a good understanding of what the competition is likely to have, current video trends and ways to make your video a better marketing tool; and a professional who can help with the early stages of defining what the end result will look like, saving you the time and effort needed to design a specific project specification.

Unlike a marketing company that incorporates video making into a suite of other services, you’ll only be paying for what you need. Obviously, factors such as the type of video you want and its length are going to have an impact on price, but, generally speaking, a professional explainer video agency offers the best chance of reasonable pricing for a robust, high-performance result.

4. Use a marketing agency – prices range from $15,000 up to $100,000

A multi-faceted agency that often includes a video as part of a suite of marketing measures, marketing agency videos don’t come cheap! Probably the main advantage of a marketing agency is that it is able to provide a complete solution to your marketing needs: from defining an appropriate strategy through to identifying appropriate campaigns, delivering SEO optimised content and more, a marketing agency offers a one-stop “catch-all” service. Within that service, the video is just one part. This may mean that the agency has limited infrastructure to deliver a premium film, particularly if you’re looking for a niche production or specialist techniques. In some cases, the work for the explainer may even be sub-contracted out to a specialist explainer video company to complete, then repackaged as part of the service you receive from the marketing agency. If a high-quality explainer for a fair price is what you’re looking for, an explainer video agency is frequently the best way forward.

(b) Scripting: Arguably the backbone of a premium video, the right words can make or break a video. Frequently, a specialist agency will have their own scriptwriter, who will be able to put together a form of words that captures exactly what you want to say, but in a way that’s suitably appealing to your audience.

(c) Storyboard/animatic: The storyboard is essentially the plot or format that the video will have – a plan of how the video will proceed. A series of stills with the relevant script portion beneath them forms the storyboard. This informs the final video, giving a clear idea of the messages that will be conveyed and the style that will be used. The storyboard may be subject to several revisions until the concept tallies with your expectation.

(d) Voiceover: This is the voice that will narrate your script. As a key part of the finished video, a professional voiceover is pivotal to success. A good designer will employ a voiceover artist who has the tone needed to match your individual style. Top voiceover artists aren’t cheap but may deliver the finished effect you want, particularly if you are a high-end, aspirational brand that wants to maximise appeal.

(e) Design and animation: This phase is when the video comes to life! Moving parts and characters transform the stills which make up the storyboard into a recognisable video.

(f) Sound design: As well as the script, you may also want or need to have background music, sound or special effects. The right sound really makes a difference, so this stage can often require a surprising degree of time and expertise.

In addition to these six phases, there is also frequently a need to edit the video, in order to bring it in line with your requirements. In some cases, the initial video may also need to be repackaged so that it can meet the needs of different media or portals. For example, whilst the explainer video on your home page may be a full minute long, you may also want a number of shorter videos – perhaps as little as 20 seconds – which hone in on key parts of your message. These brief snapshots of your brand are useful for social media campaigns or to tempt traffic to your site in order to view the extended video. This process usually takes a minimum of six weeks; more if specialist voiceover artists need to be booked or the project is a particularly complex one that requires numerous edits. In addition, video companies need significant amounts of expensive tech in order to deliver superior results: from mixing and sound equipment through to software, hiring creatives and more, the overheads and project costs to achieve a high-calibre video can be significant.

Alongside the variables already mentioned, the price differential will also be due to the type of video under consideration. 2D, whiteboard and kinetic typeset videos, for example, are likely to be cheaper than those which feature 3D animation (if you favour 3D, but price is a consideration, it’s possible to incorporate just a few seconds of 3D alongside 2D – this will frequently give you the effect you want but without the higher price tag).

30-60 seconds

Somewhere between $3,500 and $5,500

It is possible to get a video for less than this, but generally only if you go down the online software or freelancer routes. Given the numerous disadvantages which these methods have, it’s usually best to enlist the services of a professional, experienced explainer video company to deliver what you’re looking for. As Red Adair once said, “If you think it’s expensive to hire a professional to do the job, wait until you hire an amateur!” This statement is as true for explainer videos as it is for most other things – professionals almost invariably give better results. Given the high exposure your video is going to have, and the fact that the reputation of your business (not to mention your traffic, sales, branding and customer loyalty) significantly depends on the impact it makes, for most businesses, the budget route could end in disaster! If you are concerned about cost, a skilled video maker will be able to suggest ways to lower costs without compromising on the quality of the finished product which you receive.

60-120 seconds

Somewhere between $5,500 and $10,000

Note that a longer video doesn’t necessarily cost much more. As all videos, regardless of length, require the same steps to be carried out, it’s often possible to scale up a video without a commensurate rise in cost. For some businesses, a longer video could be a fantastic opportunity to explain a larger number of concepts. In addition, a segmented video can present several different facets of an organisation – different web pages could link to various parts of the video. That said, for many customers, more than a minute of video is too much to hold their concentration. Whilst B2B concerns may find the extra time of value, B2C enterprises may prefer a “short but sweet” approach to their explainer video.

Motion graphics: Concentrating on shapes rather than characters, motion graphics can be arranged and moved into an infinite variety of different configurations. The sky is the limit when it comes to creative options, so it’s important to be clear on a budget before you start. Motion graphics give exceptional results but can be pricey as the work becomes more sophisticated.

2D and 3D animation: If a character is going to add value to your story, 2D or 3D is the genre to make it come to life. 2D is far cheaper than 3D, at the same time as creating some great effects. As indicated earlier, if cost is a consideration, small elements of 3D can be incorporated into a 2D video in order to provide an enhanced effect.

Kinetic typeset: Literally the script on the screen, kinetic typeset is an intriguing medium that can deliver stunning results. One of the advantages is that your script is delivered in two different forms simultaneously. This adds considerable reinforcement to your message. The right voiceover is of particular importance in this type of video: using a professional artist may make this an expensive option, but usually worth it if you need a top-grade result.

Stop motion video: Infinitely versatile, detailed, intricate and visually compelling, stop motion video is a premium option that can deliver spectacular results. Unfortunately, it’s also challenging to create, time-consuming and labour heavy. These characteristics also mean that stop motion video doesn’t come cheap! There are also issues around timescales – stop motion videos usually take significantly longer than other options, so if time is a consideration, it’s probably not the most suitable option.

There is no right or wrong option when it comes to the type or style that’s going to be right for your project. The main thing is that what’s decided on is going to encapsulate what makes you, your brand and your messages special, relevant and engaging to your audience. A custom approach, facilitated by a skilled professional, usually ensures you end up with a style (or mix of styles) that give you a suitable outcome. Done properly, simpler videos can be as effective and captivating as something more sophisticated – ask your explainer video expert for further information and assistance.

Seven top tips to optimise results without spending more than you need to.

To ensure you get the best value from your video explainer budget, we recommend the following:

• Research explainer video providers to find one that has a strong track record of success, expertise in your sector and excellent testimonials from previous customers.
• Be as clear as you can be on what you want to achieve from your video.
• Ensure you’re clear on who your target audience is: do you want your video to have a wider reach, or is it for a niche group?
• Consider being flexible on how you want your video to look. Your explainer video professional will be able to come up with a format that suits your budget as well as ticks your goals: it’s important to find a professional you trust to deliver something that’s going to work for your company.
• If possible, allow as much time as possible. Videos which are individually crafted to your specific requirements take time to do properly: a rush job can result in time-wasting additional edits.
• Be aware that some companies can get away with a cheaper video option, as long as it’s going to have a greater impact than the ones the competition are using.
• You really do get what you pay for! A premium video may cost more, but will often generate years of enhanced sales, delivering a stunning ROI. What’s not to like?

Get in touch to find out more about the explainer video price packages we offer and discover how social bites could transform your social media presence.