Randall Gerber, CEO, The Gerber Group
I can’t tell you how many times I’ve heard that question – from clients big and small. It usually comes up in the first meeting. We haven’t talked about a subject or a script or much of anything yet.
My reply is always the same: Creating a video is just like building a boat. I can build big boats. I can build little boats. They all float and do a job. How big a boat do you want? What kind of job do you want it to do?
Occasionally, we’ll get into the middle of a production. The video is shot and we are editing. The client will ask one of the following:
- Can you remove the fly that’s buzzing around the vice president? (true story)
- Can you put in another background? We don’t want to see the cafeteria.
- Can you change the logo on the lab coat? That’s our old logo.
My reply to these questions is generally the same: “I can do anything you can afford.” (Usually, that either ends the discussion or moves it into realistic territory.)
What about Hospital Videos?
I’ve seen hospital or health system videos as much as $100,000 or as cheap as a Flip camera instant shoot that cost zero out-of-pocket dollars.
But I see social media health videos as falling into a “news” type category. Tell a story that people will want to hear. You don’t need a full truck of lighting and camera gear to shoot it. You DO need 1) A good camera, 2) good lighting, 3) clean audio, 4) a good interviewer and 5) a talented editor who has 6) state-of-the-art technology.
A Realistic Ball Park
I know hospitals that have paid $1,000 for one social media video. Other hospitals have paid $1,200 to $2,000 a month for a package of location video and editing of anywhere from 4-8 videos.
Finished length is one of the major determinants of the ultimate cost. A long video may require more location shooting than a short one. But a video that runs 10-minutes rather than 2 minutes definitely will require more editing time. So, in our next post we will answer the question: How long should a social media video run?