Price of an explainer video usually varies between 2 and 6 thousand EUR.
Such a wide price range is because each explainer is different – it has a different style, length or use.
Companies producing explainer videos differ in experience and reputation – a company with 400 explainer videos for big companies and a dedicated production team will usually charge more than a freelancer from India.
That’s why in the following text, the six most important factors influencing explainer video pricing are explained.
The price of an explainer video depends on:
1. Length of the animation and explainer video
There is more work involved in producing a 2-minute video than a 1-minute video.
The longer the explainer video, the more expensive it will be.
2. Level of complexity of the explainer video, number of elements
The more elements there are, and the more scenes and details need to be presented, the more expensive the explainer video will be.
That is why a simple video about a hand washing procedure will cost less than a complicated explainer video on how a rocket engine assembling machine works.
Less complicated vector animation
More complex vector animation
3. Number of explainer videos in one order
If a client wants more than one explainer video in a series, the price per video will usually be lower.
This is because this streamlines the work for the agency. The same is true for the process of working with a client. The work goes much faster when both parties are on the same wavelength.
That is why producing a series of explainers is beneficial for both the client and the agency.
We have made several animations for KUL
4. Where the explainer video will be displayed
The cost for an explainer video depends on where it will be displayed – the internet, television or city displays and whether the campaign will cover Poland only or the whole world.
Why?
If you buy the rights to show “Star Wars”, it will cost more to show it in all cinemas in Europe than if you want to watch it at home with friends. This is due to copyright laws and the same applies to explainer videos.
In addition, explainer videos include voiceovers and music. The wider the fields of distribution, the higher the cost of the license.
5. Number of language versions of an explainer video
Some people will say: “It’s enough to add another voiceover and that’s it”. Unfortunately, it is not that simple.
Cultural differences need to be taken into account at the script stage.
The voiceover text needs to be translated and preferably have the recording done by a native speaker. The editing requirements may also differ depending on the language version. Some things will be said faster in one language than in another, and this needs to be taken into account when speeding up or slowing down certain scenes in the video.
While creating this explainer video in Arabic we had to be cautious of cultural differences and do some extra research
6. Explainer video delivery deadline
Generally, the less time there is to complete an explainer video, the more expensive it will be.
This is because it requires intensive work and commitment of the whole team. To put it simply – sitting up all night. And people need to be paid for staying up all night.
Moreover, with explainer videos made in express mode there is a risk of delaying other agency’s projects. And this risk also has to be calculated into the price.
Sample pricing for explainer videos
Project 1
- Length of explainer video: 2 min
- 2 The level of complexity: low
- The number of videos executed under the order: 1
- Field: internet
- Number of language versions: DE and EN (voice-over and subtitles)
- Production time (based on a deadline): 5 weeks
Price: 3-5 thousand EUR (depending on the studio and how busy the studio is at that time)
Project 2
- Length of explainer video: 1 min
- Complexity level: high
- The number of videos: 2
- Field: internet
- Number of language versions: EN (voice-over and subtitles)
- Production time (based on a deadline): 4 weeks
Price: 3-4 thousand EUR for two animations (depending on the studio and how busy the studio is at that time)
Why does an explainer video cost thousands?
In professional agencies at least several specialists work on an explainer video simultaneously. Each is needed at a different stage of production.
Client needs analysis
The Project Manager talks to the client and gets to know their goals and then a specific style or length of animation is suggested. At this stage, the client is asked to complete a Brief. Then the client provides factual materials – product brochures, articles, design presentations or links to websites. The role of the explainer video is to convey the subject matter in an interesting and engaging manner.
The Project Manager will outline the work schedule, keep an eye on deadlines, take care of the constant flow of information and make sure that all the client’s comments are considered.
At ExplainVisually, in order to better understand our client’s target audience and needs, we conduct workshops at Mural – so the explainer video can better meet the company’s goals.
Workshop + script creation
The explainer video script is usually created following an online workshop with the client. During the workshop we will organize the information about the product or project and wrap it up in a story. Then the script is created.
The script consists of voiceover text and a description of what will happen in each scene.
Usually up to three rounds of alterations to the script are included in the production price.
Storyboard preparation
A storyboard is a working illustration of the scenes from the script. They aim is to help the client to imagine the final product and to give the illustrators in the studio guidelines about the essential elements of the explainer.
The explainer video production price usually includes between 1 and 3 revision rounds of the storyboard.
Example storyboard
Drawing an explainer video or preparing vectors
In the case of whiteboard animation, the illustrators shoot the video in the studio. Recording a 2-minute video usually takes 3-4 days of intensive work.
The same is true for the implementation of vector animation. Preparation of the storyboard for animation requires a lot of time, because each graphic needs to be divided into small pieces (for example, the face divided into eyes, nose, ears, tongue and mouth) and designed according to the guidelines of the animator.
Editing and animating
The next step is putting the explainer video together. The video is ripped with voiceover, music and sound effects. Logos and additional materials provided by the client are also added.
This process can take up to seven days, depending on the length or complexity of the video. Two animators work on more complex animations.
The draft explainer video is sent to the client and revisions are made if required
The project manager collects comments and passes them to the team.
Sometimes changes require fine-tuning editing. Sometimes they require adding a voiceover. And sometimes even an extra scene.
The agency pays its employees for each such correction, so it has to be reflected in the price.
Explainer video price and its profitability
Is it worth investing in explainer videos?
Yes, if you approach it head on. Just like Więcej Niż LEK course which our animation helped to earn the first 400K PLN.
No, if you make a video “because you want to have an animation”, without thinking about how to use it so that it pays off.
We write more about this in the article about explainer video profitability. You can there download an Excel ROI calculator to help you estimate the potential ROI of an explainer video for your company.
Our explainer videos: