As a serious filmmaker, I never imagined I’d produce a vertical video. However, I took on this project as an experiment in research and development. My goal was to assess the time, resources, and creative energy required to produce a one-minute reel for Instagram. Surprisingly, the process turned out to be rather enjoyable.
Incorporating psychology into captions, featuring the speaker, and showcasing visuals all posed interesting challenges. It required walking a fine line between keeping the pace brisk and avoiding sensory overload. This delicate balance reminded me of my experiences as a music video producer in my twenties.
What are your thoughts on vertical video and very short-form content? It’s a topic that sparks curiosity and debate within the filmmaking community.
I’m embedding the Youtube version also seeing that Insta can not make up their minds about the business of embedding.
In this ever-evolving digital landscape, there’s a paradox we can’t escape—the freemium phenomenon. Also called the gift economy; it’s the notion that people have come to expect of online services like Google, Maps, Youtube, Facebook etc. to be free or at least offer a “try-for-free”. No wonder you often hear a client say: My nephew can do that for free. Undoubtedly, his nephew is a wiz with the free options offered by Canva.
So, how do we reconcile the gift economy with the need to make a living as entrepreneurs in the service sector? Here’s a thought: consider a free trial or free sample work as the “cost of marketing.” Just as you’d invest in advertising to reach potential clients, offering a taste of your service is a marketing expense. If you stop to think about it, entrepreneurship has always been about doing all the hard work upfront. But soon the business reaches a critical mass and to sustain it takes less effort.
Here’s the kicker – instead of focusing on numerous small clients, aim to hook the big fish. Maybe the fish metaphor is not a good one. Aim to get a big fat cow that can produce a bucket of milk on a regular basis. If you consider the cost of marketing to be proportional to the value you associate with booking a big client, then doing a free trail should make perfect sense. How often have you found yourself saying to a client (or to yourself): I wish I can show you. You should do just that!!!
In the service sector, the gift economy and the freemium paradox are here to stay. However, with the wisdom of “The Passion Economy” and a shift in mindset, you can thrive and navigate this landscape successfully. Be clear and upfront with clients that you would rather have them spend more money more regularly with an ongoing campaign. And that you want to lead them to understand the merit of building a partnership. Also that you are willing to do a free sample, at your own expense to help them see the light. Embrace the idea that offering free trials is an investment in marketing and use it to attract bigger clients who recognize your value – who love you for you. Be clever in sussing out if your client “gets you”. Secretly, this is not so that potential clients can audition you, but more for you to audition them.