Content > Camera
Back in July 2022, Steven Spielberg filmed a music video on the iPhone to showcase the device's capabilities. The video was filmed using the iPhone's built-in camera, stabilized by merely sitting in a rolling office chair and holding on tight, and it was edited using the iMovie app. Spielberg wanted to show that the device could be used to create professional-looking videos with minimal effort. The video was a hit, and it helped to further popularize the iPhone as a capable filmmaking tool.
"The camera doesn’t make a bit of difference. All of them can record what you are seeing. But, you have to see."
Steven Spielberg
This quote by Spielberg highlights the importance of storytelling and visual storytelling, which are ultimately what make a film memorable and effective, regardless of the camera used. The focus should be on the creative and artistic choices made by the filmmaker, not the technical equipment they use. You’ll see how this works in your favor (and your bank accounts) in the upcoming paragraphs when we talk about the decline of highly produced videos on social media.
In recent years, with the advent of smartphones with high-quality cameras, such as the iPhone, there has been a growing trend of filmmakers using these devices to capture their stories. I’ve been on set and the makeup artist or photographer has a second iPhone with them strictly for capturing BTS content because they needed the extra storage. This has led some to argue that a filmmaker's creativity and storytelling ability are more important than the camera they use, including Martin Scorsese and Quentin Tarantino agreeing.
2. Landscape video isn’t dead
Portrait dimensions are preferred on many platforms, but not all. On mobile alone, in an average week, YouTube reaches more adults 18+ during prime time than any cable network does. Now, I’m not sure if this is taking into account the streaming platforms or strictly cable providers, but that’s still an impressive stat. Especially when 7 in 10 people default to horizontal viewing when watching videos on their phones. This doesn’t take away from the fact that vertical video formats perform better on Instagram and TikTok, but that’s because that’s how they’re natively viewed.
You used to be able to create one piece of content and share it on 5 platforms but that’s kind of like when your mom would buy a Christmas gift for your aunt and say it’s from the family - it used to be ok but we’ve all grown and that’s just not acceptable anymore. With the majority of your viewers following 2-3 of your channels, you have to be providing a consistent and engaging user experience on all, but with variations.
That means adapting to how your audience consumes your content on each platform, but it also means delivering something fresh on each. If you weren’t convinced to create unique pieces of content on each platform yet, remember that Instagram doesn’t prioritize video with the TikTok watermark and the same goes the other way around. Which brings me back to my initial point, avoid neglecting 16x9 entirely, but be strategic about where you’re publishing those videos. Facebook, LinkedIn, YouTube, and other mainstream platforms still value landscape dimensions.
3. Authenticity sells
According to a study conducted by HubSpot Research (2021), TikTok users prioritize authenticity and relatability in the content they consume. Videos that are not highly produced often give the impression of being more genuine and relatable, leading to higher engagement and growth on the platform. This is because TikTok's algorithms prioritize content that resonates with its users, which includes casual and unfiltered content that feels authentic and real.
In contrast, highly produced videos can come across as staged and inauthentic, causing them to receive less engagement and growth. TikTok users want to see real people having real experiences, rather than polished and perfected content that feels disconnected from reality. This trend is supported by TikTok’s data team, which has reported that the best-performing content often features ordinary people in ordinary situations, rather than celebrities or influencers (Hubspot Research, 2021).
One of the main reasons why lower-quality footage performs better on TikTok is because it allows for more creative freedom. Low-quality footage can be manipulated more easily, allowing users to create unique and eye-catching videos. This helps to create a sense of connection between the content creator and the viewer, which can lead to higher engagement and more shares.
Yes, the preference for authenticity on TikTok is part of a larger shift in audience behavior, where people are seeking more genuine and relatable content in all forms of marketing and entertainment. With increasing skepticism and distrust of traditional marketing tactics, such as highly-polished advertisements which have become formulaic and inauthentic, consumers are becoming more discerning and are seeking out content that feels real and genuine.
Another factor is with the rise of social media consumers have gained a closer look into the lives of influencers, celebrities, and brands. This has made people more aware of the extent to which marketing and entertainment can be staged and manufactured. As a result, they are drawn to content that feels raw and unscripted.
Ultimately, the current cultural climate of uncertainty and change has led people to seek comfort and familiarity in their media. Authentic content, which often features ordinary people in everyday situations, can provide a sense of relatability and comfort, making it more appealing to consumers.
The preference for authenticity on TikTok reflects a larger shift in audience behavior, where people are seeking genuine and relatable content in all forms of marketing and entertainment. This shift is driven by a combination of factors, including increasing skepticism of traditional marketing tactics, the rise of social media, and the current cultural climate.
4. Vintage is back
With less barriers to entry for filming content, including high-quality cameras at a fraction of the cost of what they were even just 5 years ago, people are seeking mediums that have more heart and less clarity. That’s why we’ve been seeing vintage cameras making a comeback.
Even 3 years ago Polaroid and Fujifilm released their instant cameras. I bet you’re wishing you kept your childhood digital cameras since they’re going for $100-200 on eBay (I know I’m kicking my younger self for getting rid of my sony handycam). With the rise of digital photography, many photographers have realized that vintage cameras still have a lot to offer. They provide a unique look and feel that cannot be replicated with modern digital cameras, no matter how many filters you add to them.
Additionally, vintage cameras are often more affordable than their digital counterparts, making them an attractive option for those on a budget. It’s easier to hand your disposable film camera or $100 low-quality digital point-and-shoot to a stranger to take a pic of you instead of your $1000 iPhone. The nostalgia associated with vintage cameras can be a great way to evoke emotion in viewers as we lean in to blurry photos of a night out as you and your friends are laughing while trying to snap a quick pic.
As a result, more and more photographers are turning to vintage cameras to capture unique images. This trend of “old is new” is beyond just the video world, with “searches for upcycling and recycling up 50% on Yelp”. Expect to see this crossing over to multiple industries.
5. Shift to 2-way communication
Marketing has evolved from a one-way communication model to a two-way communication model due to advancements in technology and the rise of social media. Consumers now have the ability to interact with brands and provide feedback through digital channels. This allows brands to receive real-time feedback and adjust their marketing strategies accordingly. Additionally, social media platforms also provide a platform for consumers to share their experiences with others, further amplifying the reach of two-way communication in marketing. In summary, the shift towards a two-way communication model in marketing is a result of the increasing power of consumers to shape brand perceptions and the desire of brands to understand and respond to the needs and preferences of their customers.
From a company's perspective, not adapting to a two-way communication model in marketing can result in several risks, including:
Lack of customer engagement: If a company only adopts a one-way communication model, it may miss out on opportunities to engage with its customers and build a loyal customer base.
Poor reputation management: In the era of social media, negative customer experiences can spread rapidly, leading to reputational damage for the company if they’re not able to address customer concerns in real-time.
Missed market opportunities: Companies that do not adapt to two-way communication may miss out on market trends and customer preferences, leading to a failure to innovate and stay ahead of the competition.
Decreased customer loyalty: When customers feel that their opinions and feedback are not valued, they are less likely to be loyal to the brand. This can lead to decreased customer retention and reduced sales.
7 ways you can engage with your audience on a deeper level :
Ask questions: Encourage audience participation by asking questions in posts or hosting Q&A sessions.
Run contests and promotions: Offer incentives such as discounts, free products or services, or other rewards to encourage engagement.
Create visually appealing content: Use eye-catching graphics, images, and videos to grab the audience's attention and encourage engagement.
Encourage user-generated content: Ask followers to share their experiences, thoughts, or opinions related to the company's products or services.
Respond to comments: Take the time to respond to comments and engage in conversations with your audience. This shows that you value their feedback and helps to build a relationship with your followers.
Share relevant and valuable content: Provide valuable information and insights that are relevant to your audience. This will increase the chances of them engaging with your posts.
Collaborate with influencers: Partner with influencers to reach a wider audience and encourage engagement from their followers.
By implementing these strategies, companies can increase audience engagement on their social media platforms, build relationships with their followers, and ultimately drive more sales and revenue.
If you need help with your video creation needs, please check out our website or reach out to us at info@austinfilmcrew.com.
Stay creative.
Austin Film Crew
