The rapid evolution of social media has fundamentally transformed video production. What was once dominated by large teams with significant budgets has shifted to a domain where smaller budgets and agile teams thrive. Platforms like TikTok, Instagram, and YouTube have redefined audience expectations, prioritizing authenticity and immediacy over polished perfection. This transformation has changed not only how videos are produced but also who creates them.
Before the rise of social media, video production was largely controlled by traditional media like television and cinema. These productions required substantial resources, including large teams, professional equipment, and extensive post-production processes. Social media disrupted this model by introducing platforms that favor quick, engaging, and relatable content. As user behavior evolved, so too did the demands placed on video creators.
According to Hutchinson (2021), platforms like TikTok and Instagram prioritize videos that feel organic rather than overproduced. Their algorithms are designed to promote content that generates high engagement. As a result, polished videos often take a backseat to raw, authentic footage shot on a smartphone for example.
One of the most significant changes brought by social media is the drastic reduction in production costs. Modern smartphones are equipped with cameras that rival professional equipment, and apps like Capcut make editing accessible to anyone. This accessibility has removed the need for costly software or large-scale post-production facilities. Social media thrives on consistent output, with creators and companies often producing multiple videos weekly or even daily. This level of frequency would be unsustainable with traditional production budgets. Furthermore, platforms enable brands to test and iterate content quickly, allowing them to produce several low-cost options and identify what resonates most effectively with their audience.
Social media has also led to smaller production teams. Previously, video production involved specialized roles such as directors, Dops, and sound designer. Today, one person can manage all these tasks using just a smartphone or an entry camera and basic editing software. This shift has changed video production forever, allowing independent creators and small businesses to compete with large companies. Platforms like Instagram and TikTok reward creativity and storytelling over technical perfection, providing opportunities for individuals and lean teams to shine.
Changing audience expectations have also driven the move toward smaller budgets and teams. Social media audiences value authenticity, wanting content that feels genuine and relatable. For example, brands like Duolingo and Ryanair have embraced this trend by producing humorous, low-budget videos that resonate with younger viewers. Duolingo’s playful TikTok videos, often featuring their owl mascot, consistently achieve high engagement without requiring professional production teams. Similarly, Ryanair’s short, relatable videos use simple humor and quick editing to connect with audiences, a strategy that has earned them a massive following.
The transition to leaner production processes doesn’t come without challenges. The pressure to produce high volumes of content can lead to burnout, particularly for creators managing every aspect of production themselves. Additionally, balancing quality and speed remains a key issue. While audiences favor authenticity, poorly executed videos can harm a brand’s image.
Case studies further show how brands are adapting to this new landscape. Nike, for instance, continues to produce high-budget campaigns for traditional advertising but complements them with authentic, behind-the-scenes content for Instagram. These videos often feature athletes in their natural environments, telling personal stories that resonate on a human level. Similarly, Apple’s “Shot on iPhone” campaign highlights user-generated content, showcasing professional-quality results from everyday devices. The campaign is often seen as a great example of authentic, user-generated content. While it does showcase photos and videos taken with an iPhone, the production process tells a different story. Apple often uses high-end lenses and large professional sets to make the content look as polished as possible.
This shows that Apple is trying to combine an “authentic” look with the high quality people expect from the brand. It’s a clever way to keep the content relatable while still maintaining a premium image. However, it also shows that not all “authentic” content is as simple or natural as it might seem.
Tbh, T. (2024, 18. November). A Case Study on Apple’s “Shot on iPhone” Brand Campaign. The Brand Hopper. https://thebrandhopper.com/2024/01/07/a-case-study-on-apples-shot-on-iphone-brand-campaign/
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Sprout Social. (2022). Unpacking authenticity on social media. https://sproutsocial.com
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