From an empty studio to value-creating communication – how to get more from your studio investment
During the pandemic, many companies and organizations invested in their own studios to meet the increased need for digital communication. But what happens now? For many, the once-busy studio has turned into an unused conference room.
In this blog post, we share concrete advice and insights on how you can maximize your studio’s potential and make it a natural part of your communication strategy.
A Studio – A dream that lost momentum?
We know that video is a powerful tool for communication and engagement. Yet, we often hear from companies and organizations that their studio is not being used as much as they had planned.
At the start of the pandemic, there was a clear drive – we needed to reach out digitally, and quickly. But as the urgent situation eased and hybrid meetings became the norm, many companies failed to create a long-term strategy for their studio.
Did you build a studio during the pandemic, but now it mostly sits empty? Or is it being used more as a meeting room rather than for broadcasts and productions? If so, it’s time to rethink – and we’ll help you get started.
We visited Andreas Holmgren, CEO of Mediemerah, to discuss how to get started. He emphasizes the importance of an integrated strategy:
”It’s about integrating the studio into the overall communication strategy and ensuring that there is clear ownership within the organization. Without a plan, the studio risks becoming a forgotten resource.”
Andreas Holmgren, CEO, Mediemerah
Why are so many studios left unused?
One of the most common reasons why studios are not fully utilized is a lack of strategy and ownership. Many companies see the studio as a technical investment rather than a part of their communication strategy. This leads to it falling between the cracks – the marketing department focuses on campaigns, internal communication works with newsletters, and the IT department sees the technology as something that needs maintenance rather than active use.
Here are some common challenges organizations face:
Unclear strategy: There is no clear plan for how video should be integrated into communication.Getting started and creating regular productions requires a clear plan. Here are some concrete steps to activate your studio and ensure it becomes a valuable part of your operations.
Lack of ownership: Who is responsible for ensuring the studio is used?
Lack of competence: Does the team lack the knowledge to create engaging productions?
Technical uncertainty: The technology may feel overwhelming, creating a barrier to using the studio.
1. Define the purpose of the studio
For a studio to become a natural part of an organization’s communication, it needs a clear objective. Ask yourselves the following questions:
- What role should the studio play in our communication?
- What types of productions do we want to create (webinars, internal communication, training videos, customer events)?
- What target audience do we want to reach?
When the purpose is defined, it becomes easier to build routines and processes that ensure the studio is used regularly.
2. Create a video strategy
Having an overarching video strategy makes it easier to integrate video into all communication efforts. Consider:
- Which departments should use the studio, and how?
- How often should we produce content?
- How should the content be distributed – live, on-demand, or both?
A simple way to start is by setting a goal, such as producing two videos per week or hosting a live webinar every month.
3. Establish clear ownership and responsibility
For a studio to be a successful investment, someone needs to take responsibility for it. Often, a team is needed where someone manages the technology, someone works on content, and someone oversees the overall planning.
In some organizations, this responsibility falls on the marketing department; in others, internal communication or a mix of both.
If there are no resources for a full-time responsible person, ensure that responsibilities are distributed among several roles with clear routines.
4. Lower the barrier for employees
Many people hesitate to stand in front of a camera. To create a culture where video becomes a natural part of communication, work on making it easy and comfortable for employees to participate.
- Offer training – Short workshops on speaking in front of the camera or technical introductions to the studio can make a big difference.
- Make it easy – Create templates and clear processes so that everyone knows how a recording or live broadcast works.
- Have an open studio where employees can come in and test the equipment.
- Encourage leadership to use video in communication – when executives set the example, it sets the tone for the rest of the organization.
- Normalize video – Use video internally so that it becomes a natural part of the culture, such as sharing weekly updates or internal news.
5. A schedule and preparation – the key to a successful production
Whether you’re doing a simple recording or a major broadcast, preparation is essential. A schedule helps keep track of what needs to be said, in what order, and what technical elements are required.
A good schedule includes:
- Timing: How long each segment should take.
- Main points: What topics will be covered.
- Technical details: Camera angles, graphics, clips, and audio levels.
- Role distribution: Who is responsible for what?
6. Start small – but be consistent
Many believe they need to produce large, professional productions for the studio to be worthwhile. But creating content regularly, even if it’s simple, is more important than making one big production per year.
Start with short internal videos, recorded webinars, or quick updates from management. As the team becomes more comfortable, gradually develop more advanced productions.
7. Measure and follow up
To demonstrate the value of video production, you need to measure its impact. Look at:
- How many viewers attended the webinar?
- How engaged were the viewers (comments, questions)?
- How many watched the video afterward?
Having data to present makes it easier to gain continued support from leadership and secure resources to further develop the video strategy.
Case Study: UHR
One organization that successfully integrated its studio into communication is the Universities and Higher Education Council (UHR). Gabriel Wentz, who works with digital broadcasts at UHR, explains how they have expanded their use of video for both internal and external communication.
”We quickly saw the opportunity to use our studio for more than just crisis meetings during the pandemic. Now, it’s an essential part of our communication, and we broadcast everything from training webinars to internal information meetings.”
Gabriel Wentz, UHR
UHR’s success lies in having a clear strategy and viewing its studio as a long-term investment. By training employees, setting clear processes, and integrating video into daily communication, they have created a sustainable and effective use of their studio.
Summary: take the next step with your studio
Having a studio is a fantastic resource – but it must be used correctly.
By:
✅ Defining the studio’s purpose
✅ Creating a clear video strategy
✅ Ensuring ownership and responsibility
✅ Making it easy for employees to use video
…you can ensure that the studio becomes a natural and valuable part of your communication.
Conclusion – make the studio a natural part of communication
A studio is a powerful resource that can help companies communicate more effectively, strengthen their brand, and reach a wider audience. But for it to be a long-term success, it must be integrated into the company’s strategy, have clear ownership, and a plan for its use.
Start by defining the purpose, creating routines, and training employees. Set a realistic plan and ensure regular content production. Once video becomes a natural part of communication, its value will increase.
