In this article we’re going to talk about how much to charge for Motion Graphic Projects.
I have an awkward question for you. How much do you charge for your motion design work? Are you project-based? Daily? Hourly?? All three???
This is certainly a mystical topic... it seems like only a select few “chosen ones” are enlightened with the knowledge of what to charge. If you are not a chosen one, you will forever be wondering if you are getting paid enough. Right?
Well that's what I thought for the longest time.
Luckly for you, figuring how your rate now is pretty simple.
The Freelance Manifesto
If you don’t know yet, our fearless leader, Joey Korenman, has written a book called “The Freelance Manifesto” that goes into all of the juicy details of the ins-and-outs of the Motion Design industry. Much of this post is taken directly from his book. If you want to know more, are thinking about or trying to freelance, want to up your freelance game, get paid more, or have more time, it’s worth your time to read it.
Myth: The more skilled a freelancer is, the more they get paid.
This is one of the biggest lies in the industry. We've surveyed many studios and have found that there is almost no correlation between a freelancers’ talent and their price.
Unfortunately, there is no place to go to see every Motion Designer’s current rates and what they were paid for particular projects. As a result, accurate numbers and prices are hard to come by.
Also, what do you even search for? Unlike "car salesman," there are endless amounts of terms...motion designer, designer, animator, editor, 3D generalist, 2D explainer, illustrator, on and on and on.
Just check out some popular reddit articles about this subject. They are all over the place!
This particular one here has people saying their rates are anywhere between $20/hour up to $150/hour.
This one as well has many talking in terms of weekly, daily, or hourly rates. Any amount of googling takes you from insanely low numbers to ridiculously high ones.
One of the goals of the book, our podcast, the blog, and everything we do is to get this information out in the open so we can get a better idea of what to charge our clients.
Think about it. If you freelance, you are responsible for paying the self-employment tax, as well as for your own health insurance premiums, retirement savings, etc. This is why employers are opting for hiring freelancers when the jobs come in, because they don’t have to pay all of these expenses every month. They only have to worry about spending money when the work comes in. This puts freelancers in a fantastic position because you can have premium rates and the studios are able to pay.
How Much Goes Into Business Expenses?
Your numbers may differ slightly, but here is a great place to start. We won’t dive into the math, but if you want to be certain you will have all your bases covered and bills paid, take the total amount you make on a job, cut it in half, and set the first half aside for all your business expenses (federal and state taxes, health insurance, life insurance, retirement savings, costs associated with workspace, etc.), and use the rest for everything else. I know, it sounds like a lot, but when you are getting freelance gigs and getting paid for what you’re worth, you’ll be surprised how far it can go.
In other words, set aside 50% of gross pay for all your business-related expenses.
What Rate Should I Charge?
You don’t HAVE to go by these numbers. Use your best judgement and take an honest assessment of where you are at.
As outlined in The Freelance Manifesto:
- $350/day - New to freelancing, just got out of college, or not as confident in your abilities. This is not too much where it’s a risk for the client, but enough so the client doesn't question your abilities.
- $500/day - You are confident, have a decent reel, and have a couple years under your belt (this was Joey’s rate when he started freelancing).
- $650/day - Have many years of experience, multidisciplinary, can do 3D and 2D, can mix, edit, do some sound fx, etc. Are more than a order taker. You contribute to the overall creative for the project. Clients can tell if you are worth that amount, so you need to make sure you have the experience and the expertise to back it up.
- $750/day - Your work has appeared on sites like Motionographer. You have a reputation of needing minimal hand holding. You take away as much work as possible from the client, make them look good, and come up with ideas that they wouldn’t have thought of if they didn’t hire you.
- $800-1000/day - You can run your own studio, and have experience subcontracting work out, have connections, and can handle large projects. You might be directing a piece or a team of motion designers.
- $1,500/day - You are a specialist. Few can do what you can do, at the level you can do it, with the speed and efficiency you can do it with. Realflow, Houdini, particle, fire, water simulations, etc.
- $2,000+/day - You are a select few that have been in the industry 10+ years, have worked with some of the largest clients in some of the largest studios, where you might be hired to oversee a project from start to finish. You might have to roll up your sleeves and do some motion design, but that's not what they are paying you for. They are paying you for direction, creative ideas, and thinking of out-of-the box solutions that really stand out, all the while knowing how to execute with a team.
Charge Based on Your Value
When discussing price with a client, here are some lines of what NOT to say:
- “Can you do $400/day?”
- “What’s your budget?”
- “I am around $500/day”
- “I can do $650/day, does that work?”
Here’s what you should say:
- (In a confident voice) “My rate is $600/day.”
Then leave it at that. Once you say your rate, don’t continue talking, because that shows a lack of confidence. State your rate and wait for the client to respond. If they can’t do it, they can’t do it. Don’t short change yourself. You know what you are worth, and you know how much time you have spent developing your skills and how much money you have spent on hardware and software.
Trust me, the more confident you are about your ability and worth, the more valuable you will appear to the client, and the more the client will be confident to pay you what you are worth. There is a lot of work out there, and if you lose one client because of price, you will gain a better, more trusted client that can pay you (most of the time a client can come up with the money if they think you are worth it, or if they can’t, they remember you for next time and will hire you for the next project at your rate).
The book goes into much greater detail about the nuts and bolts, how to handle overtime, when and why you could charge hourly or per project, going after businesses directly to be able to expand and scale your work, and the process step by step to launching and maintaining a freelance career.