Video for Every Article: Enhancing Video Content with Lumen5
A white label case study on the Media, Publishing, and Entertainment industry
ABOUT THE INDUSTRY
Media, Publishing, and Entertainment
10 minutes: video creation time
2-5x increase: in video creation
1 article, many videos: video creation ratios increased
150k views: on one video in a few hours
The media, publishing, and entertainment (MEP) industries face a complex array of challenges. Traditional production methods are often too slow, causing delays that diminish the timeliness and impact of news stories.
This, coupled with the necessity for engaging and viral content to capture audience attention, places significant pressure on companies to deliver relevant video content. Writers and reporters are exasperated by the inability to keep up.
To stay competitive and profitable, companies in these industries must adopt innovative solutions that streamline their operations, enhance viewer engagement, and scale video production effectively.
"Having video accompany the article would be HUGE for many reasons: SEO, as well as for revenue and ad sales... While also adding that additional context and detail can build another layer to the story and also build a relationship with the reader and writer."
Marketing Director, Global Entertainment & Media Company
THE CHALLENGE
Teams are stretched thin, struggling to keep up with the relentless flow of news and content, only to be held back by outdated tools and costly processes.
The result? Missed opportunities, declining engagement, and immense stress as they struggle with scaling video creation to meet audience expectations. These challenges are more than just hurdles — they're roadblocks that threaten the industry’s ability to survive.
"We had reached our saturation point to putting a "relevant as possible" video in every article. We used Lumen5 to better increase the video's relevancy that sits in the hero section, thus leading to more engagement -measured by views and plays. "
Head of Multimedia (Global), Online Newspaper Company
Streamlining workflow
1. Production and Turnaround Time
Companies like news organizations need to produce and turn around videos for 20-50 news stories a day. The traditional production process is too slow, causing the story's momentum to be lost by the time the video is ready.
2. Lack of Relevant Videos
Without a suitable solution, companies often resort to using related videos that are not directly relevant to the story. This provides a subpar experience for the audience and results in fewer ad starts and lower revenue.
3. No Video at all
Another alternative is to publish articles without any videos. However, this approach leads to no ad starts, further reducing revenue opportunities and a low amount of impressions.
4. Drawbacks of Adobe Express
One software that a global media company explored was Adobe Express. However, this solution had several drawbacks:
High Learning Curve: Adobe Express requires a steep learning curve, making it difficult for teams to adopt quickly.
Slow Production: Videos created with Adobe Express took too long to produce. As one user stated, “15 minutes in different tools isn’t the same.” They found that 15 minutes in Lumen5 yielded much better results than 15 minutes in Adobe Express
"A video post is a more shareable experience that can easily link back to something. It makes articles more engaging and drives traffic."
President of Marketing, Global Corporate Entertainment Company
Scalability & Cost Efficiencies:
1. Inability to Keep Up with Video Demand
These companies often produce more written content than they can supply with relevant videos. This results in a lack of custom, relevant videos for each article. For example, a sports media company might have an article about a player's injury but can only attach a video about a previous event unrelated to the current news.
2. Hiring Costly Videographers and Buying More Licenses
Some companies consider adding more videographers and purchasing licenses for professional video editing tools like Adobe Premiere Pro. However, this option includes significant costs and complicates processes, making it less viable for scaling video production efficiently and not sustainable for businesses.
Increasing Engagement & Revenue:
1. Declining Revenue and Profitability
A common challenge across the industry is the decline in revenue and profitability. Companies are struggling to maintain their financial performance in a rapidly evolving digital landscape.
2. Virality and Engagement
The virality of content is key for the media, entertainment and publishing companies. Attaching a video to a story can significantly boost engagement and CPM (cost per thousand impressions). However, without quick video production, achieving better odds for virality becomes challenging.
"To have an inventory of videos on your site so that they play into one another easily with an ad in between. Videos need to be short but long enough to get the message across.. And if they're more shareable across all platforms, that can bring in more revenue and even impressions - that would be the best."
President of Marketing, Global Media Entertainment Group
THE NECESSITIES
What Is Important When Evaluating Different Options?
1. Efficiency & Speed
The primary factor for this industry when evaluating different video creation tools is efficiency. MEP industries aim to enable their existing team to produce more content quickly without requiring significant additional resources. Speed is crucial for keeping up with the fast-paced news cycle and maximizing engagement.
2. Scalability
Media and entertainment companies specifically need a solution that allows them to scale their video content creation without exponentially increasing costs. This means finding tools that integrate seamlessly into their workflows and enhance productivity.
3. Branding & Customization
Branded templates and customization options are essential for maintaining brand consistency and accelerating video creation. This ensures that every video produced aligns with the company’s branding guidelines.
"We had reached our saturation point to putting a "relevant as possible" video in every article. We used Lumen5 to better increase the video's relevancy that sits in the hero section, thus leading to more engagement -measured by views and plays."
Head of Multimedia (Global), Online Newspaper Company
THE RESULT
Lumen5's Solutions and Proven Impact
In the rapidly evolving media, publishing, and entertainment industry, Lumen5 offers powerful and customizable solutions designed to address the unique challenges faced by these industries. Our AI-powered platform not only provides innovative tools but also delivers proven results.
1. Rapid Video Creation & Increased Output
Lumen5’s AI-driven tools enable companies to leverage their creative individuals and teams to create videos quickly and efficiently, ensuring that every article is paired with a relevant video. For instance, one major news organization leveraged Lumen5 to produce videos for 20-50 news stories a day, drastically improving their turnaround time. This capability allowed them to release videos while stories were still fresh, maintaining the momentum and relevance needed to engage their audience.
2. Seamless Integrations & Enhanced Workflow
Lumen5’s Media Asset Management (MAM) integration streamlines the video creation process by connecting existing digital asset libraries directly to the platform. This eliminates the need for manual downloading and uploading of media files, saving valuable time and effort. By searching and accessing media assets directly within Lumen5, companies can focus on creating engaging video content more productively.
3. Shutterstock Integration & Efficiency Gains
The integration of Shutterstock’s media marketplace library within Lumen5 is a bonus, becoming the best one-stop shop, particularly for hyper-localized content providers. This feature offers access to a vast array of images and videos without the cumbersome licensing and approval processes. For example, a hyper-localized content provider reported that reporters and writers using Lumen5 could create videos in just 30-40 minutes, compared to the 2-3 hours it took with other tools like Adobe Express. This efficiency allowed them to produce more content and significantly improve engagement.
4. Scalability & Cost-effectiveness
Scalability and cost-effectiveness are crucial for maintaining profitability in these industries. Lumen5 enables media, entertainment, and publishing companies to scale their video production without incurring significant additional costs. This capability has been particularly beneficial for organizations looking to produce high volumes of content efficiently.
5. AI Script Composer & New Revenue Streams
The AI Script Composer is one of Lumen5’s most valuable features for media, entertainment, and publishing companies. It transforms well-crafted and pre-approved articles into engaging videos within minutes, significantly reducing production time. A large sports media company utilized this feature to scale their video content, unlocking new revenue streams by enabling ad starts on web articles. This revenue was previously out of reach due to the lack of timely and custom video content.
6. Enhanced Engagement, Virality, & Monetization
By facilitating quick and effective video production, Lumen5 helps companies boost audience engagement and increase the likelihood of their content going viral. For example, a global enterprise media company used Lumen5 to upload videos on YouTube, achieving 150,000 views in just five hours. Moreover, by integrating pre-roll ads, media companies can effectively monetize their videos, generating ad revenue while maintaining a clean and professional site appearance.
“With the traditional agency, the time is usually about one week. But with Lumen5, it’s cut down from weeks to hours.”
Visual content director at Siemens AG
“Lumen5 is especially helpful for business people who don't have the technical experience to make their own videos.”
Media relations and content manager
“Thanks to Lumen5, we have been able to cut down on the time and costs related to video making.”
Global advertising and sponsorships
“We’re able to create a video quickly with a turnaround of five minutes versus trying to coordinate with an agency and see if they have time to fit you in. With Lumen5, you could just get it right then and there.”
Social & digital content manager
“The best part about Lumen5 is that it's not time-consuming. It's really easy and you only need a couple of minutes to create a video because everything is included.”
Senior online marketing manager
“We have scaled Lumen5's use across our marketing organization, realizing benefits across many team layers. As company communicators, this agile tool enhances each customer's experience and engagement.”
Director of global integrated marketing, Emerson
“We saw increasing demand within Communications for an intuitive self-service video production tool and Lumen5 filled the gap.”
Creative & digital assets manager, Corporate Voice, Swiss Re
Audiences now expect fast, visual, and easily digestible content. Attaching relevant videos to articles increases engagement, ad starts, and time on page while improving SEO and shareability. For publishers under pressure to produce more stories daily, video has become a critical driver for both visibility and revenue.
Most newsrooms must produce videos for 20 to 50 stories a day, which is impossible using traditional tools. Lumen5 uses AI to turn articles, blogs, and long form content into short videos within minutes. This allows teams to publish before stories lose momentum, keeping content timely, relevant, and competitive.
Lumen5 offers a shorter learning curve, faster production time, and templates tailored for high volume publishing. Teams reported that 15 minutes in Lumen5 produced higher quality output than 15 minutes in Adobe Express. For organizations that need speed, relevancy, and brand alignment at scale, Lumen5 provides a more efficient workflow.
By pairing every article with a relevant video, media companies unlock new ad starts and increase CPMs. Lumen5 videos also drive more impressions, improve recirculation, and boost virality across platforms. Several publishers using Lumen5 have seen significant gains in engagement and rapid spikes in video views, creating more monetization opportunities.
Through Media Asset Management integrations and Shutterstock access, teams can search and use existing assets directly inside Lumen5 without manual uploading. This speeds up production and ensures brand compliant visuals across every video. For global teams, Lumen5 also supports localization and consistent output across multiple markets.
Media organizations reported two to five times more video output, average creation times of about ten minutes, and large spikes in engagement. One publisher created videos for dozens of stories a day, another produced hyper localized videos in under forty minutes, and another achieved 150,000 views on YouTube within hours. These results support higher audience retention, stronger editorial workflows, and new revenue streams.
