The next evolution of video production

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After producing videos for over 25 years, I’ve been watching with interest in how the video production industry is evolving.

As more and more people appreciate the value, the power and the necessity for video production, a major shift it happening. This shift coincides with amazing advancements in technology. New toys (as I like to call them) are being released every month. These cameras can film better, in lower light, with more stability, and with fewer skills.

High tech editing software comes preinstalled on our computers. There’s no excuse why any business isn’t creating impressive video content.

And that’s what I see happening. I see the next evolution of video production is the rise of in-house video production. I see businesses setting up departments that are responsible for the video content creation of the business. I see video strategies being developed as an integral part of the marketing and communications departments.

I see mistakes being made as too much money is being spent in the wrong places. I see people being stressed when they realize video production takes a lot longer than they thought. But ultimately I see more and more businesses learning how to create impressive videos, more often and more effectively.

While it is tempting to start this process by buying a great camera, I would urge caution. Start the process by considering your video strategy. Who do you want to be engaging with? Is it existing customers? Is it internal teams? Is it suppliers? Or is it to attract new business? Each market sector needs a different approach and strategy.

When you are clear on who then you need to think through the what. What do you want to be talking to them about and why? What is the outcome? Is it customer retention? Is it being able to upsell? Is it for staff engagement and retention?

Then explore the How. How will you be presenting the video content? Is it screen capture? Is it animations? Is it pieces to the camera? Do you need a teleprompt? Do you need to train staff? Will you learn on the fly?

As you work through these questions, you will start to better understand what are the essentials you need to start with and what you might be able to acquire over a period of time. I encourage businesses to try before they buy new equipment. It is easy to make assumptions about equipment but it’s not until you’ve used it that you realize if it can do everything you want it to do. You can hire equipment for hundreds of dollars rather than spending the thousands and thousands.

It can be soul destroying to buy gear and have it sit in the corner gathering dust. So buy once you know what you are doing and why.

If you are interested in learning more about what you need to know about setting up your own video production studio, come along to our one-day workshops where we explore the essentials you need to make impressive videos.

If you are looking for some creative solutions to get your clients to take the critical next step, give us a call on

About Geoff Anderson

About Geoff Anderson

Geoff Anderson is the owner of Sonic Sight and has been producing videos for 30 years. He is an author, presenter as well as a video producer.

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