How Mondadori Doubled Social Media Engagement and Tripled Video Views with Lumen5
ABOUT MONDADORI
A Publishing Giant in Italy
Gruppo Mondadori is an Italian publishing giant and market leader. The 100-year-old company was one of the very first Italian publishers for magazines and, subsequently, digital publications. In 2016, Mondadori acquired Banzai Media, a move that allowed Mondadori to create cross-media brands that speak to millions of people through a variety of touchpoints. Every month, Mondadori brand publications reach 16 million readers, 31 million unique online users, and 33 million followers across their core social networks. All brand activities are managed through Mondadori Media — a social multimedia subsidiary that oversees an impressive portfolio of leading Italian brands. The Mondadori media team consists of 450 professionals, including marketing specialists and content editors, who manage and create content. These assets range from paper publications to local events, and — of course — videos.
"Our assets range from paper publications to local events, and—of course—videos."
Alfonso BiondSocial Video Specialist, Mondadori
THE CHALLENGE
Looking for a new way to communicate
For one of Mondadori’s leading travel publications, Zingarate, the social media team were looking for a new way to communicate with and engage their audience on Facebook, Instagram, and key landing pages across the Zingarate website. To help the team achieve the communication and engagement they needed, they soon pivoted to exploring video.
"We needed a new way to communicate with and engage our audience on Facebook and Instagram."
Alfonso Biond, Social Video Specialist, Mondadori
THE SOLUTION
Choosing simplicity and reliability
After researching other video content creators, the Mondadori team landed on Lumen5 due to its simplicity of use, reliability, and ability to create high-quality videos at scale. They were impressed with Lumen5’s customer support and found that any issues got resolved very quickly. The team at Mondadori also found that Lumen5 provides a great user experience with tasks such as adding music, framing clips, and coordinating timing. Using these features was labelled as “very easy,” according to Alfonso Biondi, Mondadori's Social Video Specialist, and Rosanna Carrizzo, Zingarate's Content Manager.
"Lumen5 provides a great user experience with tasks such as adding music, framing clips, and coordinating timing."
Alfonso Biond, Social Video Specialist, Mondadori
THE RESULTS
Doubling engagement rates
Since using Lumen5 as part of their video content strategy, Mondadori has seen engagement rates double and average views triple, compared to year-on-year metrics. The result that the Mondadori team are most proud of? They’ve produced over 200 Lumen5 videos that have reached over a million people. Molto bene!
"We have produced over 200 Lumen5 videos that have reached over a million people."
Alfonso Biond, Social Video Specialist, Mondadori
“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
Mondadori needed a simple and reliable way to scale high-quality video production across Facebook, Instagram, and key landing pages on the Zingarate website. After reviewing other tools, the team selected Lumen5 because it provided ease of use, consistent output quality, fast customer support, and a workflow that fit their fast-moving editorial operations.
Lumen5 automates editorial video production while giving content teams control over timing, framing, storytelling, and music selection. This helps publishers produce large volumes of short-form video content quickly without requiring editors to learn complex software. Mondadori’s team of 450 creators can align on consistent formats and output at scale.
Mondadori doubled social media engagement and tripled average video views year over year. The team also produced more than 200 Lumen5 videos that reached over one million viewers. This growth validated video as a stronger communication format for Zingarate and the broader Mondadori Media network.
Lumen5 streamlines video production by automating scene creation, text placement, timing coordination, and media selection. Editorial teams can publish multiple videos each week without adding new staff or outsourcing to production agencies. For publishers like Mondadori, this creates a sustainable and repeatable video workflow that fits inside existing content calendars.
Yes. Mondadori highlighted Lumen5’s ease of use, particularly when adding music, adjusting framing, and synchronizing clips. Editors and social media specialists can create videos without training or design skills, which makes the platform ideal for large teams with varied experience levels.
Yes. Mondadori saw engagement rates double after introducing Lumen5 videos into their publishing cadence. Video helped the Zingarate brand communicate in a more dynamic and visually compelling way, which increased the likelihood that audiences would watch, share, and interact with the content.
