Short answer: not at all. Creating video content doesn’t have to be difficult.
Firstly, let’s talk gear. Many of us come from a world where we believe camera or video gear is out-of-scope, expensive and tough to use. This is still often true, but in reality, it’s 2014 and the world is your oyster, and at the centre of this oyster is your opportunity to create amazing video content.
We live in an era where even the most basic of mobile phones come with a generous camera built right into it. Add the fact that research shows that over 65% of Australians own a smartphone of some capacity (the highest country of smartphone penetration in the world, as measured by Kantar Worldpanel last year) and it’s clear that finding a camera to use in Australia is not that challenging. Smartphone cameras now incorporate image stabilisation, low apertures (the iPhone 6 even has an aperture of f/2.2, something not found in many high-end dSLR lenses today), autofocus and facial detection. Videos can be shot at the tap of a button, allowing you to edit it or email it off within five minutes. Apps like Facebook, YouTube, Vimeo and Instagram provide the perfect forum to showcase these videos – again, uploadable within minutes from your device itself.
Not that we’re saying all of your brand’s professional videos should be created on a smartphone. While a smartphone can offer great content on-the-go for your social media channels, at events or just to upload that funny situation at the office, there’s definitely still a need for a more specialised device to shoot more professional videos for your website or newsletter.
Let’s add the realm of digital SLR cameras to the mix. In the advent of dSLRs, they used to be a rarity – something only professional filmmakers or photographers owned due to their four-digit prices. Now, they’re so affordable and commonplace that parents are giving teenagers a dSLR for Christmas, allowing teens to start dabbling in video and photography work from a much younger age. The industry has grown so exponentially in the last decade that even an entry-level dSLR such as a Nikon D3200 or Canon 700D camera body goes for a mere $499. Add a basic $200-$300 lens to it and you’ve got yourself a fully-fledged rig that records full HD videos for less than a $1,000.
But really, a rig can be much cheaper than that. Adventure video specialists GoPro have managed to demolish all competition as the world’s most versatile camera, offering a waterproof body (mountable to nearly anything) and featuring wide-angle, full HD video from as little as $270. While a GoPro won’t be the most relevant camera to use whilst shooting company testimonials or interviews, a GoPro is a brilliant prop for any business to have while shoot behind-the-scenes goings-ons, events or as a backpack addition to one of your employees while he or she goes about their business for the day.
When it comes down to editing these videos, it’s just as simple. Gone are the days of needing commercial quality video editing software to simply clip a video; for a video novice, Windows Movie Maker and Apple’s iMovie software are so easy to use, you’ll learn the basics in just a day of fooling around. You can stitch clips together, crop what you don’t want and add filters, effects, stills and captions. The option to export them to an ideal format so you can upload to the web is waiting for you in the main menu of both of these programs.
These days, technology is so rampant and so accessible that creating video is not something that should be written off as too expensive or too difficult. Having the right gear is the first step and having a set of eyes that takes a keen interest in cameras is the next. Set up a tripod, a simple backdrop and your talent in front of it, or go to a location to film on site. Either way, don’t be scared to open up the oyster and find the exciting world of video creation waiting for you.