How Webedia scaled 10x video output with one unified system, Airtable.
Webedia scaled video output 10x by unifying systems with Airtable. They moved from scattered tools to a central system for production, distribution, performance, and automation, overcoming chaos and achieving hypergrowth without burnout.
10x
Output growth without restructuring teams
1
Centralized view for every project, no duplicate tools
100%
Real-time visibility into team productivity and performance for leadership
In 2022-2023, Webedia’s Social Video Automatic Revenue team was managing a handful of video projects a month. Then demand exploded. Their production volume multiplied by ten. So did the number of projects and people. But the systems? Still the same disconnected mix of Trello boards, spreadsheets, and manual reporting.
The result: growing chaos, missed context, and serious visibility gaps.
If that sounds familiar, you’re not alone. Webedia reached a breaking point—then rebuilt their entire video operation on Airtable.
In this blog, we’ll walk through what changed. You’ll see how they moved from scattered tools to a central, structured system that supports production, distribution, performance tracking, and even automation. And how they managed to keep up with hypergrowth—without burning out.
The challenge: hypergrowth with no unified workflow
Webedia’s content business spans three main areas—owned media, partner programming, and creator collaborations. In 2022, the department of Social Automatic Revenue was building momentum with a lean team and lightweight tools.
Then came the scale. In under two years:
Monthly video clips increased by 10x
Project load increased by 5x
Team size (internal + external) grew 10x
But their toolset didn’t evolve with them. Teams tracked progress in separated Trello workflows, managed resources in Sheets, and built reports manually. Performance data was hard to access, and project tracking became unsustainable.
“It worked when we had 10 people. Not when we had 100.”
The turning point: replacing manual processes with Airtable
The Webedia team rolled out Airtable as a central hub for production and distribution for the Social Video Automatic Revenue team. The goal: build a flexible system that supported multiple teams and workflows, but kept everyone working in the same place.
Instead of separate tools for each team, they created a single database—structured by project, but viewable through customized lenses. Editors saw only what they needed. Distribution leads had platform-specific calendars. Managers accessed real-time dashboards and weekly metrics.
Everything was still decentralized in execution—but centralized in Airtable.
The solution: a scalable system across three layers
1. Project workflows
Each video project follows a structured process in Airtable, from production to distribution. Teams manage clips, deadlines, assignments, and reviews in Kanban boards and calendar views tailored to their roles.
2. Monitoring and performance
Airtable data feeds into two dashboards:
Airtable dashboards track daily productivity by team and project
Looker dashboards monitor revenue performance by platform and campaign
This gave the team full visibility—across hundreds of active clips and dozens of contributors.
3. Internal tools and automation
The team built custom tools inside Airtable, allowing them to:
Automatically resize videos for platform requirements
Syncing audio files with subtitles across multiple languages
These tools now power thousands of automated video deliveries—saving time and improving consistency.
The impact: visibility, alignment, and team growth
Thanks to Airtable, Webedia brought structure to their scale-up. Highlights include:
Supporting 10x growth in output without overhauling team structure
Centralizing project views and removing redundant tools
Giving execs real-time visibility into productivity and performance
Empowering team members to take on new roles (including an editor-turned-project-manager)
Beginning to test Airtable AI for automatic video descriptions and team planning summaries
“Without Airtable, we wouldn’t have survived the growth. It’s that simple.”
What other teams can learn
Webedia’s story offers a few takeaways for media and creative teams handling scale:
Start where the pain is: For them, it was project tracking and performance reporting.
Build for multiple views: Each team needs their own window into the same system.
Create structure that evolves: They started with production workflows, then added dashboards and automation over time.
Let your team lead: Some of the best ideas (and internal tools) came from editors and managers, not engineers.
What’s next
Webedia is expanding this system across international teams and testing more advanced Airtable AI features. But even now, their setup is proof that you don’t need dozens of tools to manage complex creative ops. You just need one that can flex with your needs.
Curious how it works? Get your demo today!