Why Everyone Suddenly Films With a Camera the Size of a Chocolate Bar

7 January 2025

If you've wondered what the tiny camera-on-a-stick is that presenters, estate agents and food creators all seem to be holding, it's almost certainly DJI's Osmo Pocket 3 — a device so persistently sold out since launch that finding one became a minor sport in 2024.

Why this little thing conquered business video

• Built-in gimbal. The camera sits on a miniature motorised stabiliser, so walking footage looks gliding-smooth. No rig, no practice.
• A 1-inch sensor — far larger than a typical phone's — so it handles dim interiors, workshops and evening events gracefully.
• It's genuinely pocketable, which means it's actually with you. The best camera really is the one you have.
• The screen rotates for vertical video — shoot for Reels, Shorts and TikTok natively.

Who should (and shouldn't) buy one

At around £489, it's ideal for walk-through content: property tours, venue showcases, behind-the-scenes, events, market stalls. It's the wrong tool for tripod-based talking heads or serious photography — a phone or mirrorless camera serves those better.

The lesson bigger than any product: the equipment barrier to professional-looking business video has essentially collapsed. What remains scarce is the willingness to press record.