Lots of people are curious about the price of video. It’s dependent on what you’re after, but here’s a handy guide to get you started.

The average web video is 1 to 3 minutes long. There’s juicy research from video hosting platforms that says a viewer will drop off at about 90 seconds in, so get your key messages in early.

Most of our clients use a web video to introduce a brand, service or product. They’ll deploy those videos on their site and throughout their social media network.

A commercial might be expensive, but web video is the entry point for small business. The Interactive Advertising Bureau releases reports about the digital space, and they say the stickiest sites are always those with video. That means people not only stay on the site longer, but are more likely to come back.

A ‘web video’ is a very broad category. They’re very different from video to video. To find out what’s right for someone, we start with a simple chat. We ask questions to know the brand, then understand the message. Finally, we go back and brainstorm three or four fun ideas, with budgets attached. Those concepts might be live action or animation.

Once confirmed, we take care of pre-production (concepts, scripts, storyboards, shotlists, schedules), production (cameras, lighting, cast, crew and locations) and post-production (editing, motion graphics, effects, colour grading, exporting, sound). Once it’s done, we help implement and deploy the video. This means we might work with a client’s web developer, or create different versions for different uses like online, trade shows or DVD.

The question on everybody’s lips: how much does it cost. You’re looking at $3,000 to $8,000 depending on how fancy you want to get. AU$5,000 is the average.

Honestly, the business that can afford The X Gene’s work in this area is a medium businesses with 10+ employees or an operating budget that can justify a more sophisticated marketing approach. We find that’s professional firms like financial managers, insurance brokers, and the technology sector. Animated videos tend to be the realm of government, not-for-profit and education institutions, often with dry or complex messages that need to be made more visually interesting.

So that’s a quick overview of web video. Wanna make one? It’s the next step in being rad.