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Influencers have become very important study profiles, now to understand the changes that have triggered in industries such as photography and video cameras.
Of the changes that have been seen in the video and photography industry, the focus on innovation has been key.
There have been important changes to take into account in the technology industry and the creation of content by influencers has been instrumental in it.
Jorge Luis Huertadirector of marketing and new business at Canyonexplains in this exclusive interview for Merca2.0What changes have occurred in the industry of cameras of video and photographs, motivated by the intense activity of content creators and influencerswhich in Mexico alone add up to more than 16 thousand of them until 2020, according to a study that the firm Influencity carried out in the country and within Instagram.
Merca2.0 – What changes have been made in the offer of technological products as a result of the popularity of influencers?
Jorge Luis Huerta – Several of the products we have developed at Canon are designed for content creators. At one time they were influencers and now creators. We have created a lot of solutions for them and a lot of accessory compatibility for them and for the same reason, we dared to investigate this market and with various activities. A study that was carried out with De La Riva, we studied at a Latin American level the interest in becoming influencer. It turns out that more than 50 percent are interested or very interested in it, in fact 30 percent are determined to achieve it.
The market of cameras photography became and from a time when more than two million cameras were sold, then cell phones came in, the sale of professional cameras with video features grew and right now it is moving to content creation.
Photographing is the most common use, but the new thing is the creation of content for that reason Canyon sees this and realizes great market potential. Today about 150 thousand are sold cameras type “reflex” and interchangeable lens, but the potential of the market is in the influencers and to sell them we want to understand their interests, the way in which the product interests them and that is why this research was carried out.
Merca2.0 – Has the emergence of new trades been forced, for the use of technology in the creation of content?
JLH – We ran three types of research. The first was with in-depth interviews with the top influencers, the second was quantitative interviews with several influencers with more than X number of followers, and the third was with the general public.
What you say about the trade we validate how they created content and what is the process of creating it and number one, the first thing I do is choose a topic; the second thing is to speak in front of the camera, the most important thing is that you like to create content, that you dare to be able to create it, learn to speak, learn narrative. Learn the language of social networks, learn the metrics of social networks.
Important activities in consumption have been identified and many of these have been interested in innovation, to improve the content creation experience.
Merca2.0 – Has the demand for content creators forced you as a brand to open a new business area?
JLH – We have adapted, because finally we were already selling image with photo and video, we had already experienced a transition from mass production, so video became mass production with somewhat formal productions. We have evolved with this, but today the influencers lead us to continuous productions, which we are talking about profiles with many followers, in this way they are professionalizing and we have adapted this.