When I started my videography journey, one of the most frustrating challenges I faced was determining how much to charge my clients. I was constantly seeking advice and wanted a clear-cut solution—a cheat sheet of sorts. Fast forward to now, I’ve learned a few things, and in this guide, I’ll share the pricing strategies I use for my videography services. You can adapt these strategies, whether you’re just starting out or have been in the game for a while.
But remember, these are guidelines—you can tweak them to suit your needs!
Before deciding on pricing, you need to figure out where you stand in terms of experience and skill. Are you a beginner, intermediate, or expert? Your skill level plays a significant role in determining how much you can charge.
Here are six pricing models you can consider:
1. Value-Based Pricing
This approach ties your pricing to the value you provide to the client. If your video is projected to generate $100,000 in revenue for the client, you might charge 10% of that—$10,000. It’s all about the potential value you create for their business. A great resource for understanding this is the book "Pricing Creativity" by Blair Enns.
2. Hourly Pricing
Hourly pricing is often the easiest place to start, especially when you're new to the field. Simply figure out what you want to make per hour and charge that rate. For example, if you decide you want to make $20 an hour and work 8 hours on a project, you would charge $160 for the day.
As you gain more experience, you may switch to a day rate.
3. Day Rate
Day rates are commonly used in videography. If you're starting out, you might charge $150-$250 per day. As an intermediate videographer, your rate could increase to $350-$650 per day. Professionals with extensive experience can charge anywhere from $900 to $3,000 per day.
This is one of my favorite pricing models—it’s easy for clients to understand and provides a clear structure.
4. Monthly Retainers
With this model, a client pays you a set amount each month in exchange for ongoing services. For example, you might charge $1,500 per month to create three videos for a local restaurant. This creates a consistent income stream and a long-term relationship with the client.
5. Fixed Project Pricing
In this model, you charge a flat fee for the entire project. For instance, if a client asks for a promotional video, you determine all the costs—labor, equipment, post-production, etc.—and set a total project fee. This is particularly useful when you want to eliminate constant negotiations and stick to a structured plan.
6. Package Pricing
This is common in photography and can be applied to videography as well. You create packages based on deliverables. For example, you might offer 10 photos for $300, 20 photos for $600, or a full event coverage package for $1,000. You can create similar packages for videos, pricing based on time spent filming, number of edits, or specific deliverables.
Here’s a breakdown of what you can charge based on your level of experience:
For beginners, day rates are often the easiest to use. For intermediate and advanced videographers, agencies often pay higher rates because of your experience, skills, and equipment quality.
As you grow more comfortable with pricing, you may want to transition from hourly or day rates to fixed project pricing. This model allows you to better manage larger projects with multiple stages and higher budgets. Here's how to do it:
Bonus: Excel Sheet for Project Pricing Calculation
Bonus: Excel Sheet for Hourly Pricing Calculation
Bonus: Pricing List & Packages
One of the best tools I’ve developed to help me price my projects is a simple Excel sheet. It breaks down labor costs, equipment rentals, and any additional expenses, allowing me to calculate the total cost of the project. If you're interested, you can access this Excel sheet to simplify your pricing process. Just input your hourly rate, rental costs, and desired profit margin, and the sheet will generate your project price.
Pricing your videography services can feel overwhelming, but these models provide a clear path forward. As you gain more experience and confidence, you'll fine-tune your pricing strategy to fit your unique business needs. Whether you start with hourly rates or jump into project-based pricing, the key is to be consistent, know your value, and adjust as you grow.
For more help, my Videography Pricing List product offers a comprehensive guide on how to price your services across various industries. You’ll find all the rates you need, whether you're working on weddings, commercials, or documentaries in Canada.
If you’re just starting out, be sure to check out my Freelance Hourly Pricing Excel Sheet for detailed calculations on how to charge for your services.
Thanks for reading, and I hope this helps you on your videography journey.
Cheers,
Fahad Suleiman