Is corporate video production still a worthwhile investment?
Are major brands increasingly choosing influencers and content creators over traditional video production companies for their video content needs?
It’s 2025, and the world of “video production” isn’t what it used to be. We’ve reached a point where someone dancing to a song no one has ever heard of has been watched more than the EastEnders Christmas Special.
Or a clip of a guy cheating on his wife at a Coldplay concert has more marketing opportunities than the latest Jurassic Park movie.
The democratisation of video production is a double-edged sword. These days, anyone can pick up their phone and do pretty much anything, believing they can earn a living. But here’s the deal: not everyone can create quality content that connects. Sure, you can throw together a video of you reacting to other people’s crappie home videos, but you won’t be winning any Oscars for that masterpiece…yet! Professional video making is an art, a craft that requires more than just pressing “record”, owning a ringlight and uploading to an App!
And what about good storytelling? Sure, Uncle Bob can film his DIY project, but does he know how to shape a narrative, manage a crew, or develop a compelling arc? Spoiler alert: chances are the answer is unlikely. That’s where we, the professional directors, producers, editors, make-up artists, sound engineers [the list goes on], come in, wielding not just the latest smartphone but an arsenal of knowledge, skills, and a team that can execute a vision. Don’t get me wrong, there are some fantastic, talented creatives out there making great content on their phones, but they really are the minority.
So, is the craft of professional video making dead? In my opinion, absolutely not. Professional video production is like that stubborn houseplant that refuses to die despite everything else going on in your household. We may have wilted, but wait till next season when we come back even stronger to light up the room.
I believe there’s still a thriving market for quality, professionally produced content. Yes, brands are eager to hop on the “influencer train,” but guess what? They still need properly crafted stories that help them connect emotionally with their audience. That’s something your mate with a ring light and a TikTok account can’t always provide.
So, while I admire the entrepreneurial spirit of all the “content creators” out there, the reality is, not every video shot in your bedroom is destined for glory. And when brands need more than just someone shouting a review down the lens of their smartphone, they’ll come looking for the seasoned producers, directors and established production companies who know how to make magic happen.
