Raw footage vs edited video: what brands want

It depends on the brand, so ask before you film. Some want a finished edited video ready to post. Others want raw clips they will cut into ads themselves, often several hook and angle variations. Edited takes more of your time so it should cost more, and raw footage is its own deliverable you can charge for, not a freebie. Clarify format, length, aspect ratio and how many variations up front so you are not reshooting for free later.

Ask first, film second

Edited or raw changes how you shoot. Never guess what the brand expects.

Edited costs more

Editing is real time. Price a finished video above a batch of raw clips.

Raw is a paid deliverable

Brands cutting their own ads want raw footage. Charge for it, do not throw it in.

Nail the specs

Length, aspect ratio, number of hook variations. Pin it down to avoid reshoots.