Video Retainer vs. One-Off: Which Video Production Model Is Right for Your Brand?

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If you’re exploring the idea of investing in video production for your brand, whether it’s your first time dipping your toe in or you're back for round ten, one of the questions you're likely to come across is:

Are we best to just go for an ongoing video retainer?

It’s a valid question, and one we hear from businesses of all sizes. Video has quickly become a must-have part of any brand’s marketing toolkit, but deciding how to approach it isn’t always clear-cut. The right route depends on a few key things: your marketing goals, the kind of video content you need, how frequently you need it, and how you plan to use that content across channels like social media, email campaigns, your website, and paid ads.

If you’re stuck between the two options, this breakdown will help you weigh up what’s best for you, and ultimately how to get the most out of your video production budget.

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So, what’s the actual difference?

A one-off video project is exactly what it sounds like, a standalone piece of content. That might be a product launch video, a brand story film for your homepage, a testimonial from a happy client, or a polished ad to support a specific campaign. You brief the team, the project gets scoped and delivered, and that’s where it ends.

It’s a great way to get something specific and high-impact without a long-term commitment.

A retainer, on the other hand, is an ongoing partnership between your brand and a video production company. It usually means working together each month on a set number of deliverables, like short-form social content, video ads, behind-the-scenes footage, founder interviews, or content repurposing. It's about building a relationship where the creative team becomes an extension of your in-house marketing setup.

When a one-off project makes sense

Sometimes, all you need is one standout video. Maybe you’re launching a new product, revealing a rebrand, or pitching to investors. A one-off video production project is ideal if:

• You’ve got a time-sensitive campaign that needs standout visuals
• You’re refreshing your brand and need a single, high-impact piece (like a brand film or homepage video)
• You’re experimenting with video for the first time and want to dip your toe in before committing
• You want to test out a new video production team before locking into something ongoing
• You’re working with a smaller, fixed marketing budget

It’s simple, clear-cut and lets you focus on one deliverable with a clear brief and deadline. But one thing to be aware of, if you need edits down the line, repurposed versions for different platforms, or you realise a few months later that you'd like to build on the content, you may need to rebook a new project, which can mean extra time and cost.

Why video retainers often deliver more long-term value

If you already know video will play a consistent role in your marketing, for brand awareness, customer engagement, conversion, or retention, then a retainer model is probably the smarter investment.

With a video retainer, we’re not starting from square one every time. You’ll have dedicated directors, crew and producers who will get to know your business, your tone of voice, your goals, and your audience, meaning we can deliver video content faster, more efficiently, and more strategically.

Here’s why a video production retainer might make sense for your brand:

• Consistent content output: Monthly or quarterly videos help you show up regularly across platforms
• Creative flexibility: Switch between different formats (ads, case studies, reels, how-tos) depending on what you need
• Cost-efficiency: You get better value per video when we’re batching shoots and planning ahead
• Faster turnaround times: No need to rebrief the team, we’re already up to speed on your brand
• Stronger brand alignment: The more we work together, the more aligned everything becomes, such as the tone, visuals and strategy
• Strategic content planning: Together, we can build a content roadmap tied to your wider marketing and business goals

A retainer gives you the power to scale your video content without scrambling to start a new project every few weeks. It keeps the momentum going and frees you up to focus on the rest of your marketing.

So, which is right for you?

To keep it simple:

If you’re after a one-off, high-impact video, and you know exactly what you need it for, go with a one-off project. It’s clear, contained, and a great way to test the waters with a new video partner.

But if you’re planning to make video a regular part of your brand presence, especially across social, email marketing, YouTube, or paid ads, then a retainer model will likely give you far better value, consistency, and creative momentum.

Your next steps

There’s no universal formula when it comes to video production. Some brands need one cinematic showstopper to anchor a campaign. Others need a regular stream of content that keeps their audience engaged and coming back for more.

The right approach depends on your goals, how you like to work, and what kind of support your marketing team needs.

Whichever route you're leaning towards, we’re always happy to chat through the options and share a bit of honest advice. If you fancy a chat to figure out what’s right for your brand, your budget, and your vision, get in touch with us here.