Insights

This is the longest and most practical guide we have written, because the decision it describes is the one clients most often get wrong. Choosing a production partner is not choosing a camera operator — it is choosing who will be responsible for how your company is seen. How a professional behaves The first conversation…

Companies invest thousands in production, drone flights and professional lighting — and then pay again so that someone will see the result. Paid promotion does not make a weak film strong. It shows it to more people who scroll past. 1. State an opinion as a fact Content that is watched voluntarily takes a position….

A commercial has one second. In that second the viewer decides whether to keep watching or scroll on. Four filters decide the outcome, and none of them has anything to do with the camera. 1. Contrast: does your film look like everyone else’s? If it opens with a drone shot of the office, a logo…

Most of what decides how you look on camera happens before anyone switches a camera on. None of it is vanity — it is preparation, the same as checking a projector before a presentation. 1. Sleep — seriously A tired body is visible in the eyes and in posture, and no lighting corrects it. One…

You do not need to understand editing to judge a film. Six tests, none of which requires any technical knowledge, will tell you whether what you received is good enough to represent your company. 1. Watch it without sound Is everything still comprehensible? Most viewers watch without sound, so if the film collapses in silence…

This is a list of things that reliably reduce a company’s sales. Every one of them is something we have watched happen — usually in companies with a good product and a sincere belief that communication is a minor matter. 1. Hand social media over to the office administrator Not because they are incompetent, but…

Hashtags have not disappeared, but they no longer do the job people still expect of them. Platforms now read the content itself and decide who to show it to on that basis. How an algorithm reads an image Modern systems recognise what is in the frame: a suit and an office signal business content, a…

We had been filming for a client for three years when the content started to feel repetitive. The solution came from the comments: we took the questions people were already asking and turned them into films that answered them directly. What we did Read through every comment the client had received over three years. Grouped…

A company publishes a well-made film and it gets 900 views. Someone films nonsense on a phone and gets 90,000. The conclusion many draw — that quality does not matter — is the wrong one. Why people watch content of a lower standard Watching something careless gives a quick, cheap reward: the viewer feels better…

“Be authentic” is the most repeated advice in content marketing and the least useful on its own. A viewer does not care that a film was made without preparation. They care whether they get anything out of it. The client’s problem is the key Start by naming the problem in the words the client would…

Short-lived scandals generate enormous noise and are forgotten within a week. What is not forgotten is the label the people involved acquire — the one that quietly closes doors to serious organisations. The same mechanism works in marketing, only more slowly. The seven-second rule: does your content survive it? The volume of information today means…

Social networks have become interest networks. Platforms no longer show people what they follow but what interests them, and that single change rewrites the rules for a business of any size. What actually changed Content is now distributed by subject and by response rather than by follower count. A small company can reach thousands of…