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Video Production Cost Calculator for Marketing Videos

Get a realistic budget for marketing videos by type: testimonial, explainer, social ad or TV spot. Pre-production, shoot, post and usage rights.

The project

Why video budgets vary so much

A “video” can cost €500 or €500,000. The difference isn’t mostly the length; it’s who makes it, with what crew, in which location and under what usage license. A simple 2D explainer at €4,000 and a premium 2D explainer at €15,000 are different products, not “the same video at different prices”.

This calculator separates pre-production, production, post-production and licensing so you can see where the money goes. The surprise is almost always in post-production (editing, color, sound, motion graphics): it often costs as much as the shoot, or more.

Price ranges by category (2026)

  • • Short testimonial: €500–25,000 depending on quality and length.
  • • 90-second motion explainer: €4,000–25,000.
  • • Social ad (Reel/TikTok): €50–20,000 per piece. Volume is your best friend.
  • • TV/broadcast commercial: €30,000–500,000 depending on production and rights.
  • • Tutorial/screencast: €300–3,000 per video, depending on polish.

How to get more out of every euro

  1. Multiply deliverables per shoot day. One day can produce 1 hero video + 8 social cutdowns + 20 photos.
  2. Invest in pre-production: €1 on the script saves €5 on the shoot.
  3. Reuse B-roll across videos. One day of well-shot B-roll can feed six months of content.
  4. A crystal-clear script = fewer takes on set = shorter shoot days.
  5. Shoot to repurpose: vertical and horizontal on every setup.
  6. Negotiate licenses for your actual use, not “everywhere, forever”.

Common mistakes

  • • Asking for a quote without a script. Production companies quote high when there’s uncertainty.
  • • Forgetting post-production. It’s usually 50–200% of the shoot.
  • • Not defining usage rights. Renegotiating later is expensive.
  • • Asking for structural changes late (after the rough cut). The cost grows exponentially.
  • • Making long videos “for completeness”. 90 seconds usually converts better than 4 minutes.

Typical examples

  • • B2B SaaS with a 90-second explainer: ~€10–20k for a mid-level production. Converts 2–3× better than a landing page without video.
  • • DTC brand with 6 social ads: one productive shoot day, €5–12k. High ROI if you test creatives.
  • • B2B company with a series of 8 testimonials: one day per client × 4 clients in a studio, ~€15–25k total.
  • • Early-stage startup with screencast tutorials: in-house with a good mic, €0–500 per video. Immediate ROI from fewer support tickets.

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