30 Jan It’s Never Been Easier to Make Video — and Harder to Make it Matter

Everyone can make videos now. That’s… great, right? Ten years ago, you needed codecs you couldn’t pronounce and lighting kits that cost as much as a car. Today, your phone shoots footage. Free apps stabilize, colour-grade, and add graphics while you’re in line for coffee. The technical barrier to entry has evaporated. But here’s what hasn’t changed: Making footage is not the same as making meaning. The Volume Problem We’re drowning in it. 500 hours uploaded to YouTube every minute. Billions of TikTok views before lunch. Your brand’s launch video sits between a cat playing piano and someone’s thermal camera cooking tutorial. When gear was expensive, decent image quality alone bought you credibility. Now, 4K is the floor. Clean audio is table stakes. The barrier to entry is gone, but the barrier to being remembered has skyrocketed. This isn’t just competition: it’s cutthroat. When every business, employee, and algorithm publishes constantly, audiences develop armour. They scroll...