How much to charge for a product video
A 60-second to 3-minute video is a different job from a 30-second hook piece, and not by a factor of three. It needs a script that holds attention past the point where short-form ends, usually more setups, and an edit with actual structure.
That's why the base rate steps up sharply rather than scaling linearly with runtime.
Rate table
Calculated for video (60s–3min) at average engagement, one revision round, no rush and no exclusivity. These are starting points, not market quotes — adjust for your category, your market, and the value the brand is getting.
| Following | Organic only | Paid, 30 days | Paid, 90 days | Paid, 12 months |
|---|---|---|---|---|
| Under 5K | $320.00 | $400.00 | $480.00 | $640.00 |
| 5K–25K | $400.00 | $500.00 | $600.00 | $800.00 |
| 25K–100K | $520.00 | $650.00 | $780.00 | $1,040.00 |
| 100K–500K | $640.00 | $800.00 | $960.00 | $1,280.00 |
| 500K–1M | $800.00 | $1,000.00 | $1,200.00 | $1,600.00 |
| 1M+ | $1,000.00 | $1,250.00 | $1,500.00 | $2,000.00 |
Notice the jump across the columns rather than down the rows: the licence moves the number more than the follower count does.
4 usage tiers are shown here. The rate index prices all eight, including whitelisting, broadcast and perpetual buyout, and the methodology shows how every figure is calculated.
Price your exact briefHow this number is calculated
Every figure on this page comes from one formula: base rate × follower multiplier × (1 + engagement modifier), plus separate add-ons for usage rights, exclusivity, revisions and rush. For video (60s–3min), that base rate is $400.00.
Take a creator with 5k–25k followers pricing this deliverable with paid usage, 30 days rights, at average engagement. The base multiplies by this tier's 1× follower multiplier for a $400.00 core rate, then the licence adds 25% of that core — $100.00 — for a total of $500.00.
Every coefficient in that calculation — all six follower multipliers, all eight usage-rights add-ons, and the engagement, exclusivity, revisions and rush terms — is published in full, with its own worked examples, on the methodology page.
What moves the number
- Scripting — Longer runtimes need a written structure and often brand-approved claims. Agree who writes it before you quote.
- Setups and locations — More shots means more time, more lighting resets, and usually a second day if the brief spans locations.
- Revision exposure — Longer pieces attract more notes. Cap included rounds at one in writing — this is where an unbounded revision policy does the most damage.
- Usage rights — Same structure as short-form: organic in the base, paid usage as an explicit uplift by term.
Questions
Why is a 2-minute video so much more than a 30-second one?
Because the work isn't proportional to runtime. A longer piece needs a real script, more setups, and a structured edit, and it attracts more revision notes. The base rate reflects production effort, not seconds of footage.
Should I charge per minute?
No. Per-minute pricing invites a brand to negotiate runtime rather than scope, and it punishes you for editing tightly. Price the deliverable and state the target runtime in the brief.
Put your rates somewhere brands can see them
Save a rate card, publish a media kit, and stop rebuilding the same PDF every time a brand asks what you charge.
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