Through the Lens: How Video Is Reshaping Content

The growth and opportunity of video production have fundamentally changed the concept of content. It’s a powerful marketing tool for business. Consumers spend, on average, six hours and 48 minutes a week watching online video. It’s a new frontier for business storytelling, and it works, with 93% of marketers that use it saying they gained new customers. A career videographer Jesper Sohof shared his thoughts on the evolution of business video and how he maintains a healthy career as a freelancer in Europe.

Sohof was interested in cameras at an early age; “I was the one in school with a camera filming everyone.” He then went on to study business but soon learned he wanted to be on the creative side of things.

He started his own production company and has been working as a freelancer for years throughout Europe. He has home bases in Denmark and Spain. “I’ve worked all over Europe with different people from different cultures. It’s been wonderful. I speak Danish, of course, and German, French, Spanish, and other Scandinavian languages. It’s a necessity being from Denmark,” he said.

Much has changed in the past few years in terms of equipment. “Everything’s smaller, lighter, much easier to be mobile and on the go. The quality improved, too,” Sohof commented.

Sohof focuses a lot on corporate videos while also doing news segments. The pandemic slowed business at first, but since then, he’s had more work than most since foreign journalists can’t travel. He’s picked up more business on the news side and live streaming. “I’ve been doing seminars that can’t take place online, so now groups are live streaming to give audiences access,” he added.

He’s very passionate about helping brands tell their stories through video—mixing entertainment with education. “The camera gives storytelling a new perspective. I really enjoy finding new ways to tell corporate stories. The recent shoot I did with Marketscale for Microdrones was very exciting and a great way to entertain and educate on the product,” Sohof commented.

Follow In Focus Every Other Friday!

Follow us on social media for the latest updates in B2B!


mastering AV sales strategies
Mastering AV Sales Strategies: A Diverse Market Requires Understanding Individual Needs
December 8, 2023

Mastering AV sales strategies in a global professional audio-visual (Pro AV) market, poised to reach $79.2 billion by 2028, requires much attention to detail. The surge in demand from corporate, government, and institutional sectors, driven by the need for enhanced productivity and efficient working environments, gives AV sales pros a lot of opportunity. In […]

Read More
cybersecurity in healthcare
Cybersecurity in Healthcare: Addressing the Growing Threat
December 8, 2023

To keep up with the growing threats, cybersecurity in healthcare is a high-level priority. The recent ransomware attack on Ardent Health underscores a stark reality for the healthcare industry: cyber threats are a significant and ongoing challenge. Mike Saylor, the CEO of Blackswan Cybersecurity, LLC, sheds light on the complexities of cybersecurity in healthcare. […]

Read More
effective debt management
Effective Debt Management Holds the Keys to Small Business Cash Flow and Growth
December 8, 2023

Effective debt management through a robust accounts receivable system is essential for small business cash flow and growth, necessitating automated payment schedules and strategic policy adjustments. Collaborating with a collection agency as a strategic partner can enhance revenue recovery while preserving positive customer relationships. How critical is effective debt management for the financial health […]

Read More