Indian Express Partners With InVideo

One of India’s most respected and recognised publishing house. They wanted to scale their video production process to reach audiences that prefer their news in video form. They partnered with InVideo to make this forward-looking approach a reality.

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Background

The Indian Express Group is one of India’s most respected and recognised media publishing house with widely circulated dailies and digital channels. It has won the Vienna-based International Press Institute’s India Award for Outstanding Journalism in the Public Interest twice. The forward-thinking approach of the group has seen it leverage the power of digital and social media with precision. Videos have always been an integral part of their digital strategy. They wanted to scale their video production so that they can engage portions of their audience which prefers watching the news in videos versus going through a long material read. The group wanted to create and go live with video narratives for all of their primary/breaking news stories across categories. Hence, they approached InVideo to make their forward-looking rumination a reality.

Challenges

The group wanted to create these videos without increasing their workforce. The turnaround time for making these videos had to be not more than a few minutes as the videos were supposed to go live. This meant streaming live news stories as the respective events are happening. The teams at Indian Express had to be trained and coached in person to help them get completely hands-on with the platform as well help them understand the fundamentals of video making.

Execution

InVideo bridged this requirement by providing a platform that empowered their existing editorial desk to be able to convert their editorial stories into highly engaging and crisp videos within a matter of minutes.

Custom templates were designed for each of their subsidiary brands in-line with their respective brand communication frameworks, to help them create frequently refreshed and authentic video content.

– Simultaneously, to ensure the quickest turnaround time, we integrated with their video player, CMS (Content Management System) and social media platforms so that these videos could directly be published there.

– We also built custom workflows for highly repetitive categories of videos such as Astrology.

Using the innovative features of InVideo, the Indian Express Group was able to create videos that felt more like video storytelling rather than video advertising.

– Their teams were trained in carrying out the simple three-step process which decreased their labour and made their workflow more efficient:

Step 1: Uploading all the relevant information on the InVideo dashboard.

Step 2: Choosing a video editing style and a suitable soundtrack from our library.

Step 3: Publishing the videos directly on their digital and social media platforms, once InVideo’s AI (Artificial Intelligence) powered professional video maker has analysed and edited the video itself.

Custom Designs made by InVideo

CMS INTERGRATION

INCREASED ENGAGEMENT

CUSTOM DESIGNS

INCREASE IN VIDEO INVENTORY

COMING UP NEXT

The brand intends to increase its video production further and look at opening up the platform to more and more of its teams. Now that they are already creating short snackable content on a regular basis, the emphasis has also shifted more towards slightly long-form content. They are aiming to scale both the quantity and quality of the video content they put out and are working very closely with us to achieve the same.