Video and photography have evolved from occasional support to the primary language of brands. By 2026, a brand without its own audiovisual content will be at a disadvantage. But there’s a crucial caveat: not all audiovisual production is a sound investment. We frequently encounter clients who have spent tens of thousands of euros on institutional videos that nobody watches, while neglecting formats that genuinely resonate with their audience.
This guide summarises how we at FairPlay, alongside our clients, decide when to invest in audiovisual production, what type of content makes sense, and how to avoid wasting money on content that won’t serve any purpose.
The Paradigm Shift: From Standalone Videos to an Audiovisual Ecosystem
For years, brands viewed video as a one-off item: the corporate video, the launch video, the anniversary video. Today, the most effective brands think in terms of an ecosystem: a single production can generate 8-12 final pieces adapted for different formats, channels, and audiences.
This completely transforms the economics of production. A well-planned two-day shoot can fuel communications for 6-9 months. A poorly planned two-day shoot generates a single 90-second video that’s published once and then forgotten.
Formats That Work in 2026
1. Brand Manifesto Video
An emotional piece, 60-90 seconds, high production value. It serves as an introduction and is repurposed for website homepages, sales presentations, internal events, and social media. When to invest: during re-launches, strategic shifts, or entry into new markets.
2. Filmed Customer Case Studies
An increasingly effective format in premium B2B. An interview with a real client explaining a problem and its resolution. 2-4 minutes. Reasonable cost and high conversion. Probably the best cost-impact ratio in B2B audiovisual content.
3. Event Recap
A 60-90 second video capturing the energy of an event. Essential for brands that invest in events. It’s published within 48-72 hours and significantly boosts the reach of the physical event.
4. Recurring Editorial Content
Short series (2-5 minutes) on topics relevant to the audience. Builds authority and generates organic traffic. Requires a commitment to continuity: either do it well and consistently, or don’t do it at all.
5. Editorial Photography
Frequently underestimated. A well-directed brand photography session produces assets that last 18-24 months and elevates all visual communication. A very profitable investment when planned with purpose.
6. Reels and Short-Form Formats
These shouldn’t be improvised. Brands that stand out invest in producing reels with proper direction, not just with a mobile phone at the end of the day.
When NOT to Invest in Audiovisual
- When the brand lacks a clear narrative. A pretty video without a story behind it is money wasted.
- When there’s no distribution plan. Producing a video without knowing where, when, and to whom it will be shown is a common and expensive mistake.
- When it’s done out of internal obligation. “Let’s make a 25th-anniversary video” without a clear objective often results in a corporate piece that nobody watches.
- When the budget is insufficient for the minimum required quality. A low-cost video for a premium brand does more harm than good.
How Much It Costs to Do It Well
Realistic ranges in the Spanish market (2026) for quality production:
- Event Recap: €3,500-€7,000.
- Brand Manifesto Video: €12,000-€30,000.
- Filmed Customer Case Study: €4,000-€9,000 per piece.
- Brand Editorial Photography Session: €4,000-€12,000 (1-2 days).
- Editorial Series (6-8 pieces): €18,000-€35,000.
Below these ranges, quality is typically visibly compromised. Above them, the additional cost needs to be thoroughly justified.
How to Commission a Production Effectively
- Brief the business objective, not the final piece. Let the production company propose the format.
- Define the audience and channel before the script.
- Plan distribution from the very first brief.
- Secure broad rights for talent and music usage.
- Request multiple deliverables from the outset: long-form piece, shorts, vertical versions, still photography.
The Final Test
Good audiovisual investment meets three conditions:
- It serves a clear and measurable business objective.
- It generates multiple reusable pieces for months.
- It elevates brand perception, rather than simply matching the competition.
If a proposal doesn’t meet all three, it’s probably better to invest the budget elsewhere.