Video is not a business model – it’s a medium – a medium that is well suited for storytelling and that’s in vogue right now for branding. Consumers today want to know more about a brand before they “buy into” it. When choosing a company’s product or a service, they want to know more about the company. They want to know the company’s story. They also have a limited attention span and want to be entertained. Video is in high demand right now and if you can fulfill your clients video needs, it can be good for your business. It all depends on how you position yourself in the marketplace.
In September, I attended the Next Video Conference and Expo in Pasadena, CA. One session, Make Content That Resonates and Multi-Purpose, given by Max Kaiser, Founder/Director of Hand Crank Films, really opened my eyes, to not only seeing how still photographers should be positioning themselves in today’s marketplace, but what they need to know about their competition. Max up sells his clients by listening to their needs and creating visual solutions to get their message out in a variety of different ways. A client may come to him and ask for a proposal to create a web video for a company’s website. Max shows the client how they can multi-purpose the content he creates for them for; YouTube pre-roll ads, sales meeting videos, TV spots, emails, social media platforms AND still images pulled from frame grabs. Max explained that because he shoots 6K, he is able to fulfill more of a client’s needs as well as put more money in his pocket.
A still photographer’s competition is not only other still photographers, but video production companies that are fulfilling more of a client’s communication needs. If you’re a photographer working in certain genres or markets like editorial, corporate or fashion you will need to provide mixed media solutions. There’s no reason a still photographer can’t provide mixed media for their clients, but they need to scale-up their way of thinking about their business and the role they play and become more of a visual assets producer, as fellow member and colleague Jan Klier calls himself.
Some things to keep in mind:
Greater demand – for mixed, integrated media. Video is not new. What’s new is that it is easier, faster and cheaper to distribute, stream and watch motion content online – anytime – anywhere. We are using our phones more and more as our go to place for news, shopping and even entertainment. Keep that in mind when you position your business and how your brand and products that you create, fit into today’s communication channels.
Create from your own point of view and identify “the market” – Find a need and fill it – in your style. Market yourself to potential clients by listening to what their needs are and telling them how you can help them. Many times a client has a hard time articulating what they need in creative terms. That’s your job, translating how you can help them sell their brand in a creative way.
Make content that resonates and multi-purpose it. Video + Stills + Sound = Story telling messaging. Content should be well planned, scripted with high production values and should feel authentic. Up sell a client by explaining that they will get more – not just more footage or better quality footage – but more mileage out of it. That demonstrates value to a client by fulfilling more of their needs. When you demonstrate value – you can charge more and you keep the money in house (your house) It’s a win/win.