So we make video.
Sounds pretty simple in the days when video cameras, DSLRs and editing kit has never been so accessible. And that’s what the majority of companies say when I go to see them – “well, how hard can it be?”
I know that when I want a new t-shirt I can either make it myself, even though I don’t have any sewing skills or a sewing machine or even know where to buy t-shirt material, or I can buy it from a store at a reasonable price and it will not necessarily fall to bits when I first wash it. Option one will take me time I don’t have and option two will hit me in the pocket.
It’s true that when you need things you generally go somewhere that has the know-how; and are not surprised if that expertise costs.
It seems in our game though, making a video, which is somewhere between authoring a story and delivering a digital file, is supposed to be something that happens without process, as if getting a camera out and pressing record is the end game.
We’ll keep trying to educate the market, but here’s the thing – in other industries you don’t need to tell the punter how cheese is made, you accept that there’s more to it than a bucket of milk.