Make the most of your video studio: 5 formats that double your ROI

Last year, our consultant Jacqueline Borremans heard this frustration from a communications manager of an international SME during a consultation. Their Covid investment, a beautiful in-house video studio, stayed empty and was gathering dust.

The problem? Owning a studio, but not using it optimally. Meanwhile, external studio costs continue for other projects. The studio that was supposed to be the solution feels like an underused investment.

We were tasked with adapting the studio and training the employees. The result? “Best decision of the past year. We now use the studio for different purposes, have halved our external costs, and several departments book studio time.”

At AVEX, we’ve been guiding organisations from orientation to implementation of an in-house video studio for years. We keep noticing the same pattern: the most successful organisations use their studio for much more than just the monthly recording. Because if you don’t, the studio will barely be used, or won’t be used at all, and becomes a collecting place for dust…

In this article, you’ll discover:

• The 5 most valuable applications to maximise your ROI

• Concrete examples of how organisations make the most of their studio

• Which department is responsible for which application

• How to successfully implement each application

• Practical tips to encourage adoption within your organisation

After reading this article, you’ll turn your studio into a worthwile investment that every department likes to use.

From underused investment to indispensable asset

Our colleague Jacqueline Borremans explains:
“That communication manager I mentioned isn’t the only one. In my work as consultant I see this happen often: organisations invest in a studio, use it for one purpose and wonder if it was worth the effort.”

The difference between an underused and indispensable studio? Successful organisations implement different types of usage. They don’t think in terms such as “a studio for the CEO”, but rather as “a studio for the entire organisation.” 

What are the 5 most important applications of owning a video studio?

Owning a video studio truly delivers returns if you use it for more purposes than just for updates. The 5 most important applications are:

1. Management communication & leadership content
2. Training & instructional videos
3. Marketing & sales content
4. Webinars & thought leadership
5. Internal communication & town halls

Every application serves a different department, which causes wider adoptation and better ROI. These are the five core applications that make the difference:

1. Management communication & Leadership Content

Why this is so powerful
CEOs and managers can respond directly to developments without external dependency. No waiting times, no travel, no complex planning.

At successful organisations, executives use their in-house video studio weekly for internal updates, crisis communication, and strategic messages. The result? Faster decision-making and higher employee engagement.

Practical implementation

• Reserve set timeslots for management (e.g. every Tuesday from 14:00 – 15:00)

• Ensure ease of use – management doesn’t want a technical training

• Design a consistent format that’s recognisable

• Train one contact person per department for technical support

Who does this: Management, communication departments
Frequency: Weekly to monthly
ROI indicator: Faster decision-making, higher engagement, lower external costs

2. Training & instructional videos

Why this gives you the biggest ROI
Record once, reuse endlessly. Think of onboarding, compliance training, product instructions, and safety procedures.

St. Antonius Hospital uses their studio for many medical trainings. “We can now record a training in thirty minutes which we’d normally have to give five times,” their functional administrator told us.

Practical implementation

• Create templates for different kinds of trainings

• Pay special attention to audio – more important than perfect image

• Schedule recordings in batches for effieniency

• Build a library with reusable content

Who does this: HR, product specialists, teamleaders
Frequency: Varies, more reusage possibilities
ROI indicator: Lower training costs, consistent quality, scalable solution

3. Marketing & Sales Content

Why this gives you a competitive advantage
Faster response to market trends, authentic product demos, and personalised sales videos.

Marketing teams often use their studio daily for social content, product launches, and customer communication. The result? Higher conversion by actual, authentic content.

Practical implementation

• Design a flexible setup for different product types

• Create scenarios for content: demo, testimonial, tutorial

• Train marketing in basic video concepts

• Create workflows for faster content production

Who does this: Marketing, sales, product management
Frequency: Weekly to daily
ROI indicator: Higer conversion, better lead generation, faster time-to-market

4. Webinars & Thought Leadership

Why this positions you as an expert
With your own studio, you can organise professional webinars, expert interviews, and client sessions without external dependency.

ABN Amro, for example, organises monthly webinars for customers and prospects. This generates new leads and strengthens their position as a knowledgeable authority.

Practical implementation

• Multi-camera setup for dynamic images

• Add interaction (chat, polls, Q&A)

• Develop consistent format

• Schedule webinars around strategic goals

Who does this: Marketing, management, specialists
Frequency: Weekly to monthly
ROI indicator: New leads, higher brand awareness, expert positioning

5. Internal communication & Town Halls

Why this connects your organisation
A studio makes it possible to reach all employees with consistent, professional messages.

At a financial services provider, they use their own studio for monthly town halls and departmental updates. “We now reach 90% of our colleagues, whereas we used to reach only 30%,” says their communications manager.

Practical implementation

• Design suitable for large groups and several locations

• Combine live broadcasts with recording possibilities

• Offer interactivity for remote employees

• Create formats for different kinds of updates

Who does this: Internal communicatieon, HR, management
Frequency: Monthly to quartertly
ROI indicator: Better accessibility, higher involvement, more efficient communucation

The key to success: expand step by step

The difference between an underused and indispensable video studio? Successful organisations build it systematically. They start with one implication, make that successful, and then expand further.

In this way, every department gets their own “win”, which causes support and constant use.

You now discovered 5 implications:

• Management communication for faster decision-making

• Training videos for scalable knowledge sharing

• Marketing content for competitive advantage

• Webinars for thought leadership

• Internal communication for more involvement

Organisations such as St. Antonius Hospital, Heineken, ABN Amro, and UWV proof that this works on a daily basis. Their studios are not a burden, but a strategic asset.

AVEX: your sparring partner for technology and strategy

We help organisations with not only the technology, but also with the strategy. From choosing the right implications to training your team, and creating workflows that guarantee usage.

A studio that will actually be used changes how you communicate – and delivers lasting value.

✅ Your next step

👉 Schedule a free strategy meeting with Jacqueline where we analyse your situation and create a roadmap for maximum return.

👉 Or visit our inspirational studio in Breukelen and experience how other organisations use their video studios.