So, you need visual content for your business and are considering custom video production and stock footage. But which one is more budget-friendly, and how do you decide?
We’ll go over the costs, pros and cons, and considerations for both custom video production and stock video, as well as provide a step-by-step guide on how to choose the right one for your project and stretch your video marketing budget.
What is custom video production and stock footage in marketing?
Custom video production involves creating original video content from scratch, pre-production planning, filming, and post-production editing. A video production company can work closely with clients to create custom videos that authentically represent their brand and narrative. Stock footage consists of pre-recorded video clips available for licensing and use in different projects.
Pros of custom video production and stock footage
Custom Video Production
Custom content
Custom videos allow you to create content that matches your brand voice and message. You control everything from top to bottom of the production, so the final product meets your requirements. However, managing a shooting schedule can be challenging, especially when dealing with unpredictable factors like weather conditions.
Uniqueness
With custom production, you can capture footage specific to your business, products, or services. This uniqueness will help you stand out in a crowded market and better connect with your audience.
Flexibility and creativity
Custom production allows you to try new ideas and experiment with different visual storytelling. You’re not limited by what’s available in stock libraries.
Stock Footage
Cost
Stock footage is more affordable than custom production, especially for smaller projects or businesses with limited budgets. Stock footage costs range from $80 to $300 per clip, while custom video production costs $3,250 to $6,250 per project.
Fast
Using stock footage can save you time. Instead of planning shoots and coordinating schedules, you can find and license the necessary clips. In contrast, achieving the desired shots and performances in custom video production can be time consuming, requiring multiple takes and careful rehearsals.
Multiple options
Stock libraries have a wide range of high-quality footage on different subjects, styles, and themes. It gives you clips that match your vision without the need for extensive planning or travel.
How to choose between custom video and stock footage
Set your project goals and budget.
Before you choose between custom video and stock footage, set your project goals and budget. This will help you decide which one best suits your needs and budget.
Assess your content uniqueness.
How specific are your visual requirements? If you need footage of your product or team in action, a custom video might be needed. If you need general scenes or concepts, stock footage might be enough.
Evaluate your timeline.
Custom video production can take weeks or even months, depending on the project’s complexity. Stock footage might be the more practical choice if you have a tight deadline.
Your brand.
How important is it for the visuals to match your brand? Custom video gives you more control over brand representation, while stock footage requires more creativity to maintain brand consistency.
Your long-term content strategy.
If you’re going to produce a series of videos or need ongoing content, investing in custom video production might be more cost-effective in the long run. For one-off projects or supplementary content, stock footage might be the better choice.
Custom video production costs
Custom video production costs range from $3,250 to $6,250, depending on project complexity and quality requirements. Here are three main factors that affect the price:
Pre-production costs
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Planning and scriptwriting. Costs vary depending on project complexity and writer expertise.
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Casting. Fees for actors or voiceover artists depend on their experience and marketability.
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Location scouting. It includes permit fees, location rentals, and travel expenses.
Pre-production is often directly related to the final product quality and project success.
Equipment and crew costs
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Crew size. Bigger crews mean more labor costs. Key roles are directors, cinematographers, and sound technicians.
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Equipment quality. High-end equipment (e.g., 4K cameras) is more expensive than basic setups.
The crew size and equipment chosen should match the project goals and budget.
Post-production and editing fees
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Editing complexity. More complicated edits, special effects, or graphics take more time and cost.
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Sound design and mixing. Adding music, effects, and voiceovers requires more expertise and time.
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Revisions. Multiple revisions or creating different versions (e.g., for various social media platforms) can incur extra charges.
Post-production can be a big chunk of the overall budget, turning raw footage into a final product.
Stock Footage/Video Costs
Pricing Models
Subscription Services
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$15-$50/month
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Examples:
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Shutterstock: $22.39/clip (monthly) or $15.99/clip (annual)
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Storyblocks: $99/month for unlimited downloads
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Artgrid: $299/year for unlimited HD downloads
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Pay-per-clip Options
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$30-$200/clip
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Examples:
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iStock:
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HD: $60-$170
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4K: $199
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Adobe Stock:
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HD: $79.99
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4K: $199.99
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Licensing Types
Royalty-free
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One-time purchase fee.
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Multiple uses allowed.
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No recurring royalty payments.
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Best for long-term use.
Rights-managed
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Usage restrictions apply.
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$60/second.
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More controlled usage rights.
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Used for exclusive or specialized content.
Average Costs
Affordable Options
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Basic HD clips: $30-$80/clip.
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Subscription services are best for regular users.
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Unlimited download plans are available from some providers.
Premium Stock Footage
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Individual clips:
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HD: $170-$200
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4K: $199-$339
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Specialized content: ~$60/second ($1,800/30 seconds).
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Higher prices for better quality and exclusive content.
Video production vs stock footage: A cost comparison
When choosing between custom video production and stock footage, cost is critical. Here’s a quick comparison:
When video production is more cost-effective
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Unique brand messaging. Custom production is best for bespoke content that reflects your brand.
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High production requirements. Original shoots can be more cost-effective in the long run for projects that need professional lighting, sound, and direction.
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Complex storytelling. Complicated narratives or specific scenarios need custom production.
When stock footage is the better option
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Budget constraints. Stock footage (from $30 to $200 per clip) is much cheaper than custom production (from $5,000+).
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Time-sensitive projects. Stock footage gives you quick access to high-quality clips for urgent needs.
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Supplementing existing content. It fills gaps in projects without reshooting costs.
Hybrid approaches: Custom video and stock footage
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Cost-effective blends. Use stock footage for general scenes and custom shoots for key brand moments.
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More creative. Use the best of both for a better final product.
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Flexibility in production. Change messaging without extra cost.
Technical considerations for video production and stock footage
When working with video content, whether custom-produced or stock footage, technical considerations can affect the quality and usability of your final product. Here’s what to consider:
Frame rates
Standard frame rates in stock footage and custom video production:
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24 fps: Cinematic standard, natural motion blur.
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30 fps: TV broadcast and online content.
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60 fps: High motion and slow motion.
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120 fps and above Slow-motion footage.
When choosing frame rates, consider:
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Project type (e.g., narrative films, live broadcasts, action-heavy content).
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Editing flexibility (higher frame rates give more post-production options).
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Playback compatibility (match footage to playback format).
Video quality and resolution options
For custom video production:
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SD (480p): 640×480, basic viewing.
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HD (720p): 1280×720, good for small screens.
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Full HD (1080p): 1920×1080, great for most modern content.
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QHD (1440p): 2560×1440, high quality video and gaming.
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UHD/4K: 3840×2160, high definition for big screens.
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8K: 7680×4320, cinema and commercial projects.
In stock footage libraries:
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SD: Rare, outdated.
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HD: 720p and 1080p, good for most online content.
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4K Ultra HD: Popular for pro projects, allows for editing flexibility.
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8K: Limited availability for high-end productions.
Choose based on project needs, audience, and distribution platforms. Custom production offers more options, while stock footage gives you high-quality visuals up to 4K, with some 8K in premium libraries.
Industry insights: Filmmakers use stock footage
Professional filmmakers and content creators use stock footage to add to their projects. Here are some examples and insights:
Examples of successful uses
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Dissolve “This is a Generic Brand Video” won a Shorty Award for its satirical video using stock footage to mock corporate advertising tropes.
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Thai Life Insurance’s “Unsung Hero” is an emotional video using stock footage that has received over 99 million views.
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YouTube content creation. Creators use stock footage to fill in narratives and maintain production values.
When and why pros use stock footage
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Budget. Stock footage is an affordable option ($30-$200 per clip) vs. shooting original content.
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Time. Useful for projects with tight deadlines, saves time vs. organizing shoots.
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Supplementing original content. It fills gaps in the story without reshoots, especially for hard-to-film scenes.
Cost-saving tips and strategies.
Whether you choose custom video production or stock footage, here are some ways to get the most bang for your buck:
Cost-saving video production
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Pre-production planning. Plan thoroughly to avoid costly changes.
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Use in-house resources. Use existing equipment and personnel.
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Limit location shoots. Choose minimal locations or use green screens.
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Streamline crew. Assess required roles, consider multi-tasking crew.
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Negotiate with vendors. Build relationships for potential discounts.
Efficient use of stock footage
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Quality over quantity. Invest in high-quality clips that add to the story.
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Mix stock with original content. Create unique narratives while saving cost.
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Plan for stock footage. Write scripts considering stock footage limitations.
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Use royalty-free clips. Save on repeated licensing fees.
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Use B-roll. Add to the story without extensive original footage.
Video editing cost
Average hourly rate for video editing:
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Freelance editors: $30-$100 per hour.
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Production companies: $75-$150 per hour.
Tips to save on editing costs:
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Be prepared. Provide well-organized project files.
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Limit revisions. Define scope upfront to avoid multiple rounds.
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Use editing software efficiently. Make minor adjustments yourself.
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Look for package deals. Check for bulk editing offers.
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Outsource wisely. Use people in your network. At Vidpros, each editor works with only four clients. That means you get more personalized help to make your videos better. Want to try Vidpros? Set up a call with us, and we’ll edit one of your videos for free.
Capping off
Ultimately, it comes down to your project requirements, budget, and long-term content strategy. By considering the points we’ve covered—costs and technical specs to industry insights and cost-saving tips—you can make a decision that gets the most out of your visual content without breaking the bank.
Many projects use a combination of custom video production and stock footage to get the best results. Try different approaches and find what works for you.
