“If you want to go fast, go alone. If you want to go far, go together.” This adage holds particularly true in the realm of video production. While it’s possible to create the occasional video independently, sustained success hinges on the consistent production of high-quality content. Achieving true consistency involves having the necessary skills readily available month after month: writers, illustrators, animators, videographers, and video editors.

Yet, assembling an internal production team and establishing the associated processes can prove challenging and time-consuming. This effort often diverts your focus from the core task of running and growing your business.

The Significance and Challenge of Video Consistency:

As the world increasingly embraces the digital landscape, video has emerged as one of the most potent and effective means for businesses to connect with their customers and teams. From product demonstrations and explanatory videos to social media content and awareness campaigns, video production has become an integral facet of many businesses’ marketing and communication strategies.

However, maintaining a consistent stream of high-quality video content poses a formidable challenge. This endeavor not only demands a substantial investment of time and resources but also a high degree of specialized skill and expertise.

So, what’s the solution?  Video retainers.


The Role of Video Retainers:

Video production retainers offer a creative partnership agreement between a client and a video production company, entailing a predetermined volume of work each month for a fixed fee. This arrangement provides clients with a dependable source of video content without the need to continually seek out and vet new production companies or freelance teams for each project.

Retainers prove especially beneficial for companies with ongoing video requirements, enabling them to sidestep the commitment of hiring full-time staff or integrating video production into their existing teams. For instance, a company that frequently produces social media content might find it more cost-effective to engage a production company on a retainer basis than to pay for each project individually. Similarly, a company seeking to create various demo videos to showcase key software features may discover the efficiency of retaining services to maintain consistent quality and messaging across all videos.


The Benefits of Video Retainers:

One of the principal advantages of a retainer is the assurance of having a team of professionals available when needed, often with preferential treatment. This becomes particularly valuable for companies facing stringent deadlines or requiring rapid video production turnaround.

Video retainers also offer predictability in annual marketing expenses. If you’ve ever grappled with board or executive committee approvals for your marketing budget, you understand that securing one comprehensive budget is typically more straightforward than seeking approval for individual projects as each hits the accounts payable department.

Moreover, a video retainer holds the creative team accountable. It encourages the creation of compelling content because it’s already prepaid, and it provides instant access to a proficient team of video producers, ready to work—a win-win situation.

Top 5 Benefits

  1. Access to a creative video production team at a cost lower than hiring an in-house video producer.
  2. Quarterly creative planning sessions featuring innovative ideas.
  3. Predictable marketing expenditure.
  4. Priority project scheduling.
  5. Access to a private online, searchable b-roll library.

The Drawbacks of Video Retainers:

However, video retainers are not without their potential downsides. They can be costly, with the scope of work often translating to thousands of dollars per month. Clients may also find themselves paying for work they don’t necessarily require. If a client’s video needs decrease suddenly, they may still be obligated to pay for the same volume of work each month.

Committing to a fixed amount of video work can be a concern when needs fluctuate. Choosing the wrong partner can also result in communication challenges, making it challenging to convey your vision accurately. Lastly, a level of dependence on the production partner is inevitable, and any disruptions on their end will impact your operations.

Is a Video Production Retainer Right for You?

It’s vital for buyers to carefully assess their video needs and consider whether a retainer is the perfect solution. Having a well-defined video content strategy, encompassing the type and volume of required content each month, along with a realistic production budget, is crucial. Additionally, thorough research of potential production partners is essential to ensure they possess the skills and experience to deliver high-quality videos at the desired scale.

Video production retainers can prove highly advantageous for companies with a consistent demand for video content. By partnering with a production company on a retainer basis, you can access a team of experts wholly dedicated to your brand, facilitating the efficient and rapid production of high-quality videos.

While there are potential downsides to retainer agreements, such as increased costs and potential communication challenges, the benefits often outweigh the drawbacks. When considering a video production retainer, it’s essential to assess factors such as the company’s track record, communication style, capabilities, pricing structure, and turnaround times.


If you’re searching for a partner that offers a full-service internal team, fixed pricing, dependable turnaround times, unlimited revisions, effective communication, extensive industry experience, and a diverse skill set, DevLab Creative may be the ideal choice for your video production requirements. Contact us today to explore how we can assist you in achieving your video production objectives. We’re eager to be your partner.