How The Changing Consumer Is Changing Trends In Stock Footage

At a standup comedy event last week, the host turned to the audience for some quick banter and quirky anecdotes. Although I’m one of those people who tenses up at the thought of opening up to a crowd in that kind of setting, some audience members were enthralled. One female college student in particular, who seemed to possess no filter at all, became the subject of conversation for a few minutes. When the comedian asked her where she sees herself in 10 years, she said, “Starring in an independent movie my friends are shooting.” This brought the house down.

The comedian, regaining his composure after hearing her honest, yet reachable dream, said back to her, “I can assure you that will happen. If you want to be, you will definitely star in an independent movie shot by a friend.”

He wasn’t looking to shame this young lady, but rather to announce just how common filmmaking has become as a trade, craft, hobby, personal interest, or other pursuit. The walls have been broken down between the professional moviemaker and the amateur hobbyist. At Shutterstock, a global marketplace that caters to both images and video, we have witnessed this evolution over recent years. A large supply of filmmakers are shooting an array of content, showcasing not only what they already have stored on their hard drives (and cameras), but also going out and capturing new images and clips on a daily basis. Filmmakers are stepping up and meeting the needs of the daily Internet user, video editor, and small business owner.

These changes are taking place in a number of ways. The first, and arguably most attractive, way is happening well before the shoot, in the selection of a camera. GoPros are the all the rage these days. These cameras allow people to shoot in places and circumstances that haven’t been possible to date, catching life from unique perspectives. The amazing results are turning up everywhere, such as this underwater clip from Indonesia. We now have access to investigate and discover underwater life that we didn’t have a decade ago. It’s more than just an enhancement for beauty; we’re getting a clearer picture of what the depths of oceans look like and what the heights of mountains feel like.

In addition, as more people of all backgrounds and genders storm fields of study, representations of these industries must meet the needs of the changing workforces and evolving culture. Filmmakers are thinking differently. In the vein that you’re seeing more advertisements these days with same-sex couples, stock videomakers are adjusting to and accommodating more of a spread of people performing the same acts. You never know what type of person someone will be searching for. Science and medical-related clips have always been popular, now they’re starting to better depict what our world really looks like.

Because the customer and their audiences are so much more sophisticated these days, the stock offering must reflect their wishes and searches. Stock videomakers must stay one step ahead and predict what trends will take off, and which aren’t worth the investment of resources. At least not right now. Their portfolios must have a sense of consistency and wonder because they are hoping to capture all of the little moments that may have a big impact.

Danny Groner is the manager of blogger partnerships and outreach for Shutterstock.


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