A business case for the corporate video magazine Back to blog items

A business case for the corporate video magazine

The rationale for an internal business video report has significantly changed. Once seen as way too expensive and a huge logistics challenge, the ubiquity of internet, skype and web video has caused a major paradigm shift. Periodic business video magazines are now within reach of even the larger SME’s.

Big budget productions

A few decades ago, it was fashionable among the wealthier multinational companies to have an internal business video magazine that was sent out on tape to all offices and factories around the world. Made with the same production values as a high end TV broadcaster, it was a very expensive undertaking. Camera crews traveled all over the globe, generating lots of hotel bills and airline tickets. Edited in a true “Panorama” style and hosted by a professional presenter, they looked impeccable. Add to this the cost of translations, subtitling and tape/dvd duplication and physical distribution, and you understand why this was for the happy few.

The new reality

The internet and the smartphone changed everything. Distribution is no longer an issue – video is sent around the globe in massive quantities at hardly any cost. Interviews or testimonials can be done via Skype or other video communications tools, reducing the cost of travel and crews. Video reports can be made by anyone with a decent smartphone or consumer camera, and the talent to operate it. What remains is so much more attainable budget wise, that today most companies can afford video magazines.

The reality check

Despite the opportunities and technologies that allow you to save big on production values, there are several factors that have NOT changed.
A good script is indispensable and needs a professional copywriter that not only knows the difference between written and spoken text, but is able to write to-the-point topics in a digestible and dynamic way.
Not everyone is a cameraman or sound engineer. Handheld shaky shots combined with sound that drowns in the surrounding noise will/should not make it into the end result. People who are asked to contribute should at least have some basic training and experience.
A host or presenter and voice-over talent should not be amateurs. It may seem a simple job, but it’s not. It takes experience, camera presence, and a flawless command of the (native) language.
Editing should be done professionally as well. It’s where everything comes together and you want a smooth end result with the right music, a professional voice and a consistent look, in line with the corporate identity.

The stories

What to put in? Every company has different products, services, types of customers, locations, markets etcetera. But typically, there a number of topics that are well served by a business magazine. The following list is not exhaustive: new product introductions, inauguration of new offices or plants, messages from the CEO or management, introduction of new key people, highlighting a specific job, presence on trade fairs, reports of celebrations or other company events, strategy or vision/mission changes, general state of affairs, R&D results, financial performance, reports from the different global markets or market segments and so on.

Despite the caveats, it has never before been so easy and affordable to keep your global organization informed about what goes on in your company, in a dynamic and attractive way.