Pro photographers are always looking for ways to grow their businesses. Those who offer video services to their clients are able to add on fees and tap into new revenue sources. InfoTrends believes that offering video services is something more pros should explore. It used to be that shooting videos required a dedicated video camera, but it is quite easy now for pros to record video using interchangeable lens cameras (DSLR or mirrorless) since virtually all new models include video recording as a feature.
In InfoTrends’ Professional Photography and Videography studies, we have discovered a number of things about pro photographers and their relationship with video through the years. In 2010, only 16% of pros said that they offered to shoot video for clients. In subsequent studies, we saw this rate grow steadily, but it has leveled off to around 28% over the last few years. Nevertheless, it is encouraging to see that about 16% of pros who do not currently offer video services are planning to add them in the next 12 months.
Most pro photographers still would rather shoot photos exclusively and leave shooting video to professional videographers. Some reasons could be that they do not know a lot about shooting video; it is outside their comfort zone; it requires them to learn new skills; or it requires an investment in new equipment and software. There are simple solutions that they can employ. About 10% of pros hire a videographer to shoot video. Most (45%) refer clients to a colleague or other service provider (hopefully, they have a finder fee agreement in place). Surprisingly, about 15% of pros report that they turn video clients away without even a referral. Beyond turning away a customer, these photographers are missing out on an opportunity to discover who in their area offers video services, and a chance to expand their pool of contacts.
To learn more about our ongoing research of the professional photography and videography markets, contact Keypoint Intelligence – InfoTrends.