The Truth About Video Production Pricing (And What to Do Instead)
One of the simplest and most effective ways to increase your profits in a video production business is to raise your rates. But how do you do it the right way?
Many video producers struggle with pricing—wondering if they’re charging too little, too much, or if their rates align with the industry standard. There’s a lot of noise out there, with people sharing their opinions on pricing, often without real experience or strategy behind their advice.
In this blog post, I’ll break down the right way to increase your rates in a sustainable and strategic way, focusing on value-based pricing, improving your perceived value, and positioning yourself to attract high-paying clients.
What Not to Do When Setting Your Pricing
Before we get into the right way to raise your rates, let’s start with the wrong approaches that many video producers take.
1. Asking Social Media for “Going Rates”
You’ve probably seen posts in Facebook groups like:
"What’s the going rate for a corporate video?"
"How much should I charge for six Instagram reels?"
"I quoted $2,000 for a two-minute video. Is that fair?"
I completely understand the temptation to seek feedback from peers, but this approach is flawed. Here’s why:
It’s unreliable. The people responding may not have solid pricing strategies themselves.
There’s no context. Your market, level of expertise, and cost structure could be totally different.
It’s a follower mentality. Instead of being strategic, you’re just reacting to what others think is right.
2. Blindly Following “Charge More” Advice
On the other end of the spectrum, you have so-called experts saying:
"You should raise your rates. You’re undervaluing yourself!"
While it’s true that many video producers could charge more, increasing prices arbitrarily—without a solid foundation—can backfire. If you raise your rates without increasing the perceived value of your service, clients will just see you as expensive rather than worth it.
The Right Approach: Value-Based Pricing
Pricing isn’t just about what you want to charge. It’s about the value you create for your clients. If you want to charge higher rates, you need to increase your value first—both in the quality of your work and the overall experience you provide.
1. Increase the Tangible Value of Your Work
Clients want to feel like they’re getting something extra when they pay a premium. Here are ways to increase the tangible value of your services:
Enhance your production quality – Better lighting, cinematography, colour grading, and sound design.
Offer more strategic solutions – Instead of just making videos, position yourself as a video marketing expert.
Optimise your editing workflow – Reduce errors, ensure fast turnaround times, and be detail-oriented.
If your work looks and feels superior, it becomes easier to justify a higher rate.
2. Deliver an Exceptional Client Experience
A huge part of value-based pricing isn’t just about what you deliver, but how you deliver it. Clients will happily pay more for a stress-free, premium experience.
Ask yourself:
How well do I explain the process to my clients?
How easy is it to give feedback and request changes?
How smoothly does the shoot day run?
How quickly and accurately do I deliver edits?
Every one of these factors impacts how much clients are willing to pay. If they trust you to handle everything professionally, they’re far more likely to accept a higher price.
3. Increase Your Intangible Value
Clients don’t just pay for a video—they pay for the confidence and reassurance that working with you will be seamless.
This means:
Presenting yourself professionally – Dressing appropriately, being reliable, and showing up prepared.
Building trust and credibility – Clear communication, setting expectations, and delivering on time.
Reducing their stress – Clients will pay more for someone they know will handle everything smoothly.
If you want to charge more, you need to be more than just a videographer—you need to become a trusted partner in your client’s success.
How to Raise Your Rates Without Losing Clients
Once you’ve increased your value, you’re ready to increase your pricing. But how do you do it without scaring away clients?
1. Package Your Services Strategically
Rather than just offering a flat rate, create tiered pricing packages:
Basic Package – A simple, no-frills option.
Standard Package – The best value option (and the one you want most people to choose).
Premium Package – A high-end option for VIP clients.
This shifts the conversation away from "Is it too expensive?" to "Which package fits my needs?".
2. Target Clients Who Can Afford Your Rates
If you’re struggling to charge higher prices, you might be targeting the wrong clients.
A small local business might have a $1,500 budget for a video, but a tech company, finance firm, or government department might happily spend $10,000 or more for a high-quality production.
If you want to charge more, go where the money is.
Final Thoughts: The Right Way to Raise Your Rates
Raising your rates isn’t about guesswork or hoping for the best—it’s about strategically increasing your value and then positioning yourself as a premium service.
To recap:
✅ Stop looking for pricing advice from random social media posts.
✅ Ignore generic “just raise your rates” advice—it needs to be justified.
✅ Focus on increasing tangible and intangible value.
✅ Improve your client experience to justify higher rates.
✅ Target industries that have bigger budgets.
✅ Introduce new pricing strategically (starting with new clients first).
If you want a step-by-step approach to raising your rates the right way, I can help.
Learn more about working with me at RyanSpanger.com/coaching.
By working together, we’ll refine your pricing strategy, improve your marketing, and ensure you’re positioned to charge what you’re truly worth.