How to make a killing with your iPhone

If you’ve ever wondered how these advertising agencies and production companies get away with charging more than $100,000 for a 30-second Instagram video shot on an iPhone, I’m about to tell you.

First, allow me to empathize with you. When I started my career managing social media accounts for small businesses, I was appalled at how much social media agencies were charging. “The Audacity!” I thought to myself.

Then, slowly, as my career progressed, and I realized that businesses built on undercutting can’t scale, and when I finally got in the room with a few of these ad agencies and production companies, I started to understand how it all worked. You may be able to create the same quality video. The final output may be the same (after you’ve seen the reference, I might add). You may be able to do it all for one tenth of the cost.

But can you do all the little things? Can you keep up with all the demands of big clients, and not lose your cool?

I’ve been on those zoom calls with big companies. I’ve seen nine different faces from nine different departments staring back at me, asking dozens of tiny questions. I’ve had to write down those questions and get back with answers. I’ve fielded the ridiculous last-minute requests from big brands. I’ve listened to the brand producer tell me that “the VP of marketing thinks we should change the song,” and I’ve had to eat it.

Sure, you can shoot something that looks better than what you see on brand accounts. But can you keep up with those big brands? Can you make them feel secure; like you have a plan when they throw five last-minute requests at you? Can you nail the shot when their big-name talent is on set for four minutes?

This is how big brands work, and this is what they require. They’re paying for the luxury of having someone service them. This is a service-based business, is it not?