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Is Canon Failing Content Creators and Digital Marketers?

When you look at brands with the highest degree of brand loyalty, not many can match Canon.

Canon is primarily recognized for its DSLR lineup. Their affordable cameras have always been known for their quality images; however, Canon saw real growth in the last decade by being one of the early adopters of implementing video into their DSLRs.

This early commitment to video allowed Canon to become a beloved brand among videographers and content marketers.

However, over the last few years, pressure has been rising on Canon to deliver more cutting-edge technology, as other manufactures such as Sony, Nikon and Panasonic continue to erase the gap.

With the announcement of the highly anticipated Canon 5D Mark IV, many content creators and camera enthusiasts have become concerned with Canon’s direction, as Canon has appeared to neglect a large part of the market that used to swear by their equipment.

In this latest offering, Canon seems to be emphasizing photography and letting the video capabilities slide.

In the 5D Mark IV, Canon has created another DSLR with the stellar features we have come to expect: spectacular still-image capabilities, great auto-focusing features, fantastic ergonomics and amazing image quality.

In addition, the Mark IV has made some impressive improvements over the Mark III: an expanded ISO range, which now reaches 32,000; an increase of 8 megapixels to 32.4 MP and a new dual-pixel auto-focus system.

(Check out a more in-depth review of the Canon 5D Mark IV here.)

However, there is a caveat with the new 5D Mark IV. Yes, the Mark IV and any other DSLRs are not primarily intended for video.

But with the increase in the number of consumers turning to these machines for videography, it is fair to criticize Canon for falling short with the video specs of this camera, particularly if you keep Canon’s innovative past and competitors in mind.

The 5D Mark IV can record internal 4k video, but it comes with a 1.7 crop factor, defeating the purpose of the camera’s full-frame sensor.

In addition, it records 4k video using motion jpeg. This format leads to poor image compression and file sizes that are many times larger than those of competing cameras in the $3,500 price range.

The Mark IV does not allow 4k video output over HDMI, leaving shooters incapable of bypassing motion jpeg and using a different codec.

Lastly, the camera does not offer shooting-log profiles, which help tremendously in providing distinctive themes for video footage and give editors more flexibility in the color-grading process.

The drawbacks are particularly noticeable when we compare the Mark IV to Sony’s a7rii and a7sii, which offer better video specs for the price; or the Panasonic GH4 and Sony a6300, which offer amazing video capabilities for less than half the price of the 5D Mark IV.

Ultimately, if you’re looking for a camera that can handle all of your videography needs and don’t want to pay substantially more for Canon’s C-Series cameras, I would suggest looking elsewhere at this point.

It’s not that the Canon lineup is bad; it’s just that your money can go further elsewhere.

As disappointed as many are with the 5D Mark IV, it is a refreshing time to be a consumer and content marketer today.

Unlike in years past, there is now a myriad of camera options for any job. The Canon lineup has shown a bit of stagnation in its video capabilities.

This should serve as a reminder to consumers that they have many options as they search for the camera that’s best for them.

Written by Teddy Baldassarre

Teddy Baldassarre is digital marketer, entrepreneur and student. He currently is finishing up his degree in Communication Management and Entrepreneurship at the University of Dayton and has an immense passion for social media, digital marketing, tech and startups. In his free time he enjoys working with other entrepreneurs in assisting with digital marketing and business development strategies; along with improving his side hustles of being a free lance videographer, photographer, writer and content creator.

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