Most business owners have used the tool of SWOT analysis to help them when making decisions and spotting opportunities. We should do it quite often in my view, as business and our own personalities are constantly evolving over time, and it’s important to reflect on things to gain some perspective.
I recently did mine and one of the things that came up as a “threat” was the evolution of the camera phone.
Don’t get me wrong, as a creative, I couldn’t be happier that people have access to a camera at all times, right in their pocket. Not only can we share in the lives of people and see them thrive in creativity, there’s also a safety aspect with everything in public being legal to photograph, it really works for the prevention of crime or is certainly assisting in the course of justice. I’ve also found it to challenge me, especially when I see a cool location a friend has posted on social media, I often take note of places to go and do my thing.
But when it comes to industry, I have to acknowledge that life is much easier for businesses and brands because they can get a lot of content themselves. Quick snaps of meetings, or a new product that’s come in posted on the socials.
But is it a threat?
The way I look at it is like this. You aren’t necessarily hiring the photographer or videographer because of their kit, you’re hiring them because of their skill. The research and eye that goes into creating an image before the click of the shutter, through to the time spent after grading, colour correcting and sharpening and image or video so the levels are much higher. Even the imagination around the subject, the honed ability to see things from a different perspective, to tell the story, is something your chosen professional has perfected over time. Just like you’ve perfected your day job, over time.
We can compare this to a lot of things if you think about it. Maybe you are into cars for instance and can dabble at basic repairs, but if you need expertise you’re still going to a Garage. Writing, for example, you might be able to put pen to paper or fingers to keyboard relatively well, but if you need something to hit the mark properly, you will engage a copywriter or even deeper than that, you may get someone to edit your work. Better still, you might be a dab hand in the kitchen, but you’ll still go out for a slap-up meal at a restaurant.
The picture above enforces this very point. I’m a photographer, but I used another photographer to take my branding images because I see the value in the skillset and it’s hard to point a camera at myself. (My wife did it truth be told, but she’s learning quick and nails it, plus i’m high maintenance on the other side of the lens)
For me, the smartphone and easy access to posting quickly is a blessing to our industry. It’s made people more creative, more curious and more acknowledging of why a professional needs to be engaged at certain times. It’s made things cost-effective, so when the time comes to invest in professional images, they’re ready for it and can acknowledge the “why” easily. The other thing to remember is just how valuable an investment photography and video is. It lasts for as long as you want to use it, literally. When Nike spent wads of cash having the phrase “just do it” created, they formed a brand identity that would go on to make them millions. When you think about it like that, it’s worth every penny and couldn’t be better value for money really. When most things these days are sold via an image, what could be more important than showcasing the good, whatever they may be, in the highest quality possible?
Looking at things in a realistic way and embracing change is good for us, you’ve just got to be creative.
