Through all aspects of video production, decreasing costs continue lowering the barriers to entry. That's true for cameras, audio equipment, editing software, even project management tools. For example, When Avid launched Media Composer, it cost $50-$80K. Now it's only $24/month. Professional-grade cameras and associated gear (especially lenses) are still very expensive, but the prosumer landscape has exploded. With a few tweaks (namely, apps like Filmic Pro), it's possible to achieve extraordinary results with a cellphone. When I began my career, external storage cost about $1 per GB. Now, it's as low as 2 cents per GB.
On the whole, that's great. But creators and clients should still understand one eternal truth: it's not the tool, it's the artist. Put another way: Anyone reading this likely has nearly immediate access to a pen and sheet of paper. Yet how many of us are capable of writing a great novel?
Put another way: Anyone reading this likely has nearly immediate access to a pen and sheet of paper. Yet how many of us are capable of writing a great novel?
Adding to the challenge are platforms like TikTok that incentivize the quantity of content with no regard for quality. Plus, AI platforms that make it much easier and cheaper to create content.
All this has resulted in a lot of noise, making it much more difficult to break through. So, more and more of the video content online has become, to quote Macbeth, "full of sound and fury, signifying nothing."
It's also given us overconfident, mostly younger creators who proudly say they can do it all. They can write, shoot, edit, produce, light. Everything!
The truth is: no one can do everything well. When a client asks why we need more than one person in a crew, I sometimes tell them, "I don't want my surgeon also being my anesthesiologist". Having the tools doesn’t mean you can use any - let alone all - of them well.
What's the solution? The same as it's always been: Focus on the audience and the message.
Who are you talking to?
What do you want to tell them?
Why should they care?
Connect with your audience on a genuine, human level. The content should drive the form.
To create meaningful, impactful content, remember: it's the talent, not the tools.
----------
Visit jkcreative.net to learn more about creative strategy consulting and how to work with me directly to improve your creative processes, project management, marketing, and more.
If you have any questions, comments, or would like to suggest a future topic, please email me at jesse@jkcreative.net.
Comments