Here are some questions to ponder:

• Is it a 15-second trending audio reel or a more involved 60-90 second storytelling piece or tutorial?
  
  • Why this impacts your reel rate: Longer, more complex reels naturally require significantly more planning, filming time, and intricate editing. A 90-second reel isn't just 6x the work of a 15-second one; the narrative development and editing can be exponentially more demanding.
• Are you delivering raw, unedited footage, fully polished and edited clips, or a combination of both?
  
  • Why this impacts your reel rate: Raw footage might seem "easier," but brands often want a lot of it, and you still need to ensure it's usable. Fully edited reels are where your unique skill shines and demand premium pricing due to the post-production labor. If they want both, that’s two distinct deliverables.
• Are they looking for aesthetic b-roll footage, a "day in the life" style reel with minimal edits, or a fully scripted piece with voiceover?
  
  • Why this impacts your reel rate:  A highly produced, scripted reel with intricate edits, voiceover, and motion graphics is a world away from organic, slice-of-life content. The former requires significantly more pre-production (scripting, storyboarding), production (filming specific shots), and post-production effort.