The Storykit blog

Your brand channel gets 8x less engagement than your employees' posts. That's not a typo. It's the reality of social media in 2025 – and the opportunity most organizations are missing.

LinkedIn's 2025 algorithm updates make this crystal clear: authentic human voices get rewarded while automated, corporate-sounding content gets buried. The platform actively boosts employee-generated content over identical posts from company pages.

Consider these numbers: Employee-shared content achieves up to 8x more engagement than company page posts. When Deloitte activated 7,000+ employees in their LinkedIn advocacy program, they generated 720,000 additional clicks. Employee shares drove over 50% of their social referral traffic.

Why? Because people trust people. 92% of B2B buyers trust employee recommendations over brand advertising. Your customer success manager sharing a client win feels authentic. Your HR lead posting about company culture carries weight. These aren't ads – they're real insights from real humans.

So while marketing teams scramble to feed the content beast with shrinking budgets and resources, the most powerful publishing force sits untapped: your entire workforce. From HR announcing new roles to customer success sharing wins to engineers explaining product updates – every team member has stories that could amplify your brand reach.

This shift from centralized to distributed content creation isn't just about volume – it's about relevance. Your recruiter knows what resonates with job seekers. Your sales team understands customer pain points. Your product team can explain features with credibility marketing never could.

But here's the problem: asking non-marketers to create  content, especially video – the format every audience craves, sounds like asking them to perform brain surgery. Traditional video production requires skills, tools, and time that most employees simply don't have. Or does it?

From Bottleneck to Breakthrough

The traditional content creation model – where everything flows through marketing – simply can't scale to meet today's publishing demands. Posting 2-5 times per week is baseline for engagement growth; scaling to 6-10+ posts yields even better results. No single team can sustainably produce that volume while maintaining quality, but a whole organization can.

And here's where technology changes everything. Automated video tools reduce production time by ~70% and costs by 60-80%, enabling massive output increases without proportional resource growth.

Text-to-video AI platforms like Storykit eliminate the technical barriers that once made video creation specialist work. Employees simply input their message – a job posting, product update, or customer story – and the platform handles the rest: brand compliance, aspect ratios, captions, animations, even translations for global teams.

Building Guardrails Without Building Walls

Decentralized doesn't mean chaotic. Successful organizations adopt a hub-and-spoke governance model: marketing sets standards and provides tools, while teams create content independently within those guidelines.

Smart automation platforms build compliance into the workflow. Brand colors, fonts, and logos get applied automatically. Messaging frameworks guide storytelling without stifling authenticity. Approval workflows catch sensitive content before publication. The result: brand safety without bottlenecks.

"We have high demands on brand adherence, but still, anyone can make video in Storykit," explains Åsa Törnqvist, Brand and Event Specialist at Canon. "Almost nothing can go wrong, and the video will come out as we want."

The Multiplication Effect

Another example: When Aspia empowered employees across departments to create videos, they didn't just increase output – they transformed their entire content economics. "By creating video in Storykit, we're saving 1.6 million EUR each year compared to what we would have paid an agency," says Dominika Dzielak, Content Manager at Aspia.

But the real value isn't just cost savings. It's the compound effect of consistent, authentic, human-centered content. Native LinkedIn videos drive 5x higher engagement than non-video posts and get shared 20x more often. When every employee becomes a publisher, your brand presence multiplies exponentially.

Your Next Move

The question isn't whether to activate your employees as content creators – it's how quickly you can make it happen. Start small: identify five enthusiastic employees from different departments. Give them a simple text-to-video tool. Create basic guidelines, not encyclopedias. Measure engagement, not perfection.

"Every team member can become a social media publisher," notes Fredrik Strömberg, Chief Innovation Officer at Storykit. "The technology exists to unlock that creative potential without requiring video expertise. Organizations that embrace this shift will dominate their feeds while others struggle to keep up."

The math is simple: one marketing team creating content can't compete with an entire organization of publishers. The tools exist. The opportunity is clear.

Turn your workforce into your content force – and start this week.

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Every day, your support team answers the same questions. Your help center collects dust while customers search for answers. Your latest product update sits unread in inboxes. Meanwhile, your social channels struggle for fresh content.

Here's what you're missing: those FAQs, support docs, and news updates aren't just information – they're your next hundred social videos, waiting to happen.

The Content You Already Have Is What Your Audience Actually Wants

78% of people prefer learning about products through short videos rather than reading text. Yet most organizations sit on mountains of written content – FAQs, help articles, product updates, press releases – that never make it to social. This isn't just missed opportunity; it's actively ignoring what audiences demand.

Think about your last FAQ update. How many people actually found it? Now imagine that same answer as a 30-second video, appearing right where your audience scrolls. Companies that repurpose existing content save 60-80% of creation time while expanding their reach by up to 400%.

The math is simple: transform what you already publish into the format people actually consume.

Why Support Content Makes Perfect Social Videos

Your support documentation solves real problems. Your FAQs answer genuine questions. Your news updates share timely information. This is exactly what performs on social – helpful, relevant content that provides immediate value.

‍Short-form video is still king across platforms, with algorithms prioritizing fresh, frequent posts. When you convert a help article into a quick explainer video, you're not just answering one customer's question – you're proactively serving thousands who have the same issue but haven't contacted support yet.

Take Majority, the U.S. banking app for immigrants. They transformed complex banking explanations into simple social videos in both English and Spanish. The result? Significantly more views and interactions compared to static posts, plus clearer customer service materials that actually get used.

The Automation Advantage: From Text to Video in Clicks

Here's where it gets interesting. You don't need a video team to make this work. Modern automation turns any text into on-brand video in minutes, not days.

This isn't about replacing creativity – it's about removing friction. When you automate the heavy lifting (formatting, branding, rendering), your team can focus on what matters: the message.

‍Companies using marketing automation report earning $5.44 for every dollar spent. When applied to video, the returns multiply. Aspia, for instance, saves 1.6 million EUR annually compared to agency costs while producing 30 videos monthly.

Start With What You Published Yesterday

Pick one FAQ from your help center. One product update from last week. One paragraph from your latest blog post. Transform it into a 30-second video and post it today.

The beauty of this approach? You're not creating content – you're maximizing what exists. Your support team has already written the script. Your news team has already crafted the message. You're simply giving it the format your audience prefers.

‍Posting frequency directly impacts reach on LinkedIn. Moving from one post weekly to 2-5 posts can increase impressions by over 1,000 per post. When that content is video, the impact compounds.

Tools like Storykit automate this entire process, analyzing your text, creating scripts, adding visuals, and maintaining brand consistency. But the principle works regardless of your tools: stop letting valuable content languish in text form.

Your FAQs aren't just support documentation. They're social proof, educational content, and engagement drivers. Your product updates aren't just internal news – they're stories your audience wants to hear.

Every piece of written content in your organization is a video waiting to happen. The question isn't whether to transform it, but how quickly you can start!

The math is compelling: job postings with video receive 34% more applications, and candidates who watch recruiting videos are 64% more likely to apply. Yet most companies still post walls of text on LinkedIn and wonder why quality candidates scroll past.

The Problem With Perfect

Here's what typically happens: HR decides they need a recruitment video. Six months and $50,000 later, they have one polished piece that lives on the careers page. Meanwhile, competitors are posting weekly employee stories that rack up thousands of views.

The evidence is clear – frequent, authentic content drives more engagement than sporadic polished pieces. Short-form recruitment videos under two minutes get shared significantly more on LinkedIn, expanding your reach far beyond what any single high-production video achieves.

"Companies often think they need Hollywood-level production to compete for talent," says Jonna Ekman, Marketing Director at Storykit. "But candidates want authenticity. They want to see real employees talking about real experiences – and that content already exists in your employee testimonials and culture blogs."

Transform What You Have

Your existing content library holds more power than you realize. That detailed job description for your senior developer role? It becomes two 30-second videos highlighting key responsibilities and team culture. The blog post about your hybrid work policy? That's three short videos showcasing flexibility, collaboration, and work-life balance.

McDonald's increased applications by 30% after launching recruitment videos that simply showcased their culture and benefits. They didn't reinvent their employer brand – they just presented it in the format candidates actually consume.

The multiplier effect is remarkable. One employee testimonial can become a quote card for Instagram, a video for LinkedIn, a snippet for your career site, and a video highlight for recruitment emails. Content shared by employees earns eight times more engagement than content shared via brand accounts, amplifying your reach organically.

Automation Changes Everything

This new demand for ongoing, authentic video collides with how most companies are set up to produce content. Traditional video production is too slow, too expensive, and too resource-heavy to meet the volume modern recruiting requires. In other words, the traditional video production model breaks at scale.

But AI-powered text-to-video tools can reduce production time from days to minutes, enabling teams to produce 10 to 50 videos in the time they previously made one or two.

"We're seeing recruitment teams transform their entire content strategy once they realize they can turn any text into video," notes Fredrik Strömberg, Chief Innovation Officer at Storykit. "They're not waiting for quarterly production cycles anymore. They're publishing weekly, sometimes daily, and the algorithm rewards that consistency."

This shift particularly matters for email outreach. Including video in recruitment emails can boost click-through rates by 65%, with some studies showing lifts up to 300%. Best practice? Use a compelling thumbnail that links to the video, rather than embedding directly.

How To Build Your Pipeline Today

Start with your lowest-hanging fruit. Take your five most recent job postings and create one video for each. Focus on the role's impact, team dynamics, and growth opportunities. Keep them under 90 seconds. Add captions—92% of users watch videos with sound off.

Next, mine your employee testimonials. Every quote about company culture, career development, or work flexibility becomes standalone video content. L'Oréal saw a 50% increase in applications for senior roles after creating videos that highlighted their commitment to diversity through real employee voices.

Finally, establish a rhythm. Post twice weekly on LinkedIn. Include video thumbnails in every recruitment email. Update your career site monthly with fresh content.

The companies winning the talent war aren't the ones with the biggest production budgets. They're the ones publishing consistently, authentically, and frequently. Your content library is ready. The only question is whether you'll activate it before your competition does.

Here’s what most organizations get wrong about social media: they treat it like a marketing department problem. Meanwhile, HR sits on compelling employee stories, sales hoards customer wins, and product teams document features that never see the light of day. All while marketing scrambles to fill content calendars alone.

The data tells a sobering story. Employee-shared content generates 8x more engagement than posts from brand accounts. Personal posts see 9x better performance than curated content, and employees’ networks can be 10x larger than company pages. Yet 72% of organizations now use technology platforms for employee advocacy—but most of that potential still sits dormant in emails, memos, and internal docs.

The hidden publishers in your organization

Every department creates content daily—they just don’t realize it’s social media gold. Your HR team writes job descriptions that could become recruitment videos. Customer service crafts knowledge base articles perfect for educational content. Sales documents case studies waiting to be visual stories.

Consider PostNord’s transformation. When they equipped teams beyond marketing with video creation tools, they produced 40 unique recruitment videos in one month. The same internal policies that once gathered dust became multi-format video content, appearing everywhere from LinkedIn to coffee machine displays across Nordic offices.

“We’re sitting on mountains of text that could be driving engagement,” notes Jonna Ekman, Marketing Director at Storykit. “The challenge isn’t creating content—it’s recognizing what we already have and giving teams the tools to transform it.”

Why video changes everything (even when text performs well)

Platform algorithms create confusion. Text-only posts outperform video on X/Twitter by 30% and static images beat Reels on Instagram with nearly double the engagement rate. But here’s what those statistics miss: video content scales differently. One source becomes five formats. One message reaches multiple audiences. One investment compounds across channels.

Traditional video production costs $2,000–$50,000 per video, with 2–8 week turnaround times. Those economics force companies into a scarcity mindset—fewer videos, higher stakes, marketing-only control. But text-to-video automation cuts costs by 60–80% and compresses timelines from weeks to hours.

Aspia discovered this when they empowered employees across departments to create videos. They now produce 30 videos monthly while saving €1.6 million annually compared to agency costs. More importantly, their LinkedIn following grew 30% because consistent publishing beats perfect production every time.

Building guardrails without building walls

The fear is obvious: give everyone publishing power and watch brand consistency evaporate. But modern automation platforms solve this through intelligent constraints. Templates enforce visual standards, brand kits lock colors and fonts, and AI validates tone before anything goes live.

“Almost nothing can go wrong,” explains how Canon’s Åsa Törnquist describes their experience with automated safeguards. “Anyone can make video, and it will come out as we want.”

The multiplication effect of distributed publishing

When teams beyond marketing become publishers, compound effects emerge. Employee networks are 10x larger than company pages, and personal posts generate 76% more trust than branded content. Suddenly, your reach multiplies not through paid promotion but through authentic voices across the organization.

The workflow becomes surprisingly simple. Newsletter announcements spawn multiple video formats. Blog posts generate trailer videos, stat breakdowns, and quote cards. Job postings transform into culture videos that attract talent while building brand.

“Process automation isn’t about replacing creativity,” says Peder Bonnier, CEO at Storykit. “It’s about removing friction so teams can focus on what matters—their expertise and authentic perspective—while machines handle the mechanical transformation.”

Start with one team, one source, one week

Pick your highest-volume text producer—maybe HR with their weekly job posts, or customer success with their FAQ updates. Give them text-to-video automation tools with clear guardrails. Transform one document into three video formats. Measure engagement across channels.

The results compound quickly. Fleet Feet saw a 305% engagement increase, and a single Papa John’s employee video reached 183 million views. These aren’t anomalies—they’re predictable outcomes when you expand your publisher base beyond marketing.

Your competitors still treat video creation as a specialized skill. They guard publishing rights behind approval chains. They wonder why their social presence feels stale while yours suddenly pulses with authentic energy across every platform. The revolution isn’t coming. It’s here, hiding in your next team meeting, waiting to be unleashed.

LinkedIn engagement is up year over year, and formats like native video and carousels are pulling more attention in the feed. But most teams are still posting below their capacity because they fear “overposting” or can’t scale production. That’s a growth cap you can remove this quarter.

The old story says “post less, polish more.” The platform disagrees. Large-scale analyses show LinkedIn rewards steady activity with broader initial distribution for each post – so frequent posting primes the pump, not punishes it. The real constraint is operational: time, process, and format choices.

Treat frequency as a performance multiplier

To make this concrete: here’s what happens behind the scenes when you increase posting frequency – and why it leads to more reach and engagement per post.

• Frequency signals “active, valuable account” to the algorithm, widening the early test group.  
• Native formats hold attention longer (dwell time), which expands distribution.  
• Variety across the week increases the odds a post lands when your audience is actually online.

A cadence you can sustain (and scale)

To turn this from theory into action, you need a posting schedule that drives growth while staying realistic for your workflow. The benchmarks below show what happens as you increase output.

• Start at 2–5 posts/week. Studies summarized by Social Media Today show roughly +1k impressions per post and a small lift in engagement rate versus weekly posting.  
• Scale to 6–10/week if quality holds. Expect a bigger jump – about +5k impressions per post and a stronger engagement lift.  
• Daily posting (11+/week) can deliver the largest gains. ~+16k impressions per post and ~3x more engagements, if you have the workflow to keep standards high.  
• Keep 12+ hours between posts to avoid “too frequent” spam signals, and favor native content over external links (link in comments when needed).

Make it happen – with video

Of course, knowing you should post more doesn’t solve the real blocker: how to produce enough content at speed. That’s where video – specifically text-driven, LinkedIn-native video – becomes the unlock. It lets you multiply your output without multiplying your workload. See, you don’t need studio shoots to increase volume. You need a system. Take one written asset and translate it into LinkedIn-native, text-led video and visual posts that perform inside the feed.

One idea → five posts (your weekly baseline)

• Text post: the sharpest takeaway.
• 45–60s explainer video: the main insight.
• Carousel/document: 5–7 slides breaking down the framework.
• 15–20s highlight video: one sharp stat or quote in motion.
• Poll: the debate at the heart of the idea.

Notice that two of these five are video. That’s not an accident – video is both the most engaging format and the easiest to scale when you have the right workflow. In fact, with the right processes and tools (like Storykit), every one of these formats can be spun into video – giving you even more reach with less effort.

Several Storykit clients report publishing 4–5 videos per week by repurposing existing copy, while cutting turnaround “to a fraction” of previous tools. In a few cases, that consistency coincided with ~50% follower growth in three months and clear engagement uplifts on video vs. static content. The pattern: workflow first, polish second.

What Storykit accelerates

As  Peder Bonnier Storykit’s CEO, puts it: “Output drives learning. The teams that win build a repeatable rhythm – then let creative quality rise inside that rhythm.” Storykit turns approved text into on-brand, captioned videos in minutes, sizes them for LinkedIn, and templates the whole flow so you can post more often without sliding on quality.

Take this with you

• Frequency helps each post—start at 2–5/week; grow to daily when you're ready.
• Text-driven video is the simplest way to scale quality at speed.  
• Mix formats on purpose: video + carousels for depth, polls for reach, top-line text for speed.  
• Watch your own numbers; adjust spacing, topics, and formats to sustain performance.

We recently hosted a webinar at Storykit with Daniel Bromberg, Senior Account Director at LinkedIn, to explore the state of video advertising on LinkedIn—and the results were as eye-opening as they were inspiring.

As marketers ourselves, we went into this conversation knowing that video plays a critical role in today’s content mix. But what we uncovered through our discussion with Daniel confirmed just how big of an opportunity most businesses are missing.

The short version? Despite video being one of the most powerful formats for engagement, dwell time, and even conversions—especially on LinkedIn—only 24% of companies are using video ads frequently. Even more surprising: over a third aren’t using them at all.

Here’s what we learned from our conversation with LinkedIn, what the data says, and how you can start using video in a smarter, more scalable way.

Why ads are more important than ever

Video ads are more important now than ever before—and not just because they look good in a content plan. They solve two very real marketing problems: reach and repetition.

Organic reach is more competitive than ever. Your posts are up against not just other brands, but thought leaders, influencers, and endless algorithmic noise. That means even your best organic content might never reach the people you want it to.

Ads solve that. They guarantee visibility, give you control over targeting, and allow you to consistently show up in front of the right audience. That consistency builds brand recognition and trust.

But it’s not just about reach—it’s also about repetition. Repeating your message might feel uncomfortable, but it’s actually what builds brand memory. Jonna had a great way of looking at it: "If people start getting bored of your message, it means they’ve actually heard it. That’s when it starts to stick."

The B2B attention crisis

Now let’s talk about the elephant in the feed: attention. Yes ads are important, but according to LinkedIn’s own research, 81% of B2B ads fail to gain adequate attention.

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"A very big share of communication out there fails to grab attention," Daniel told us. "And video is one of the formats we see that can address this big crisis."

We’ve all felt it. In a world where thumb-stopping power is everything and attention spans are shrinking, getting noticed is harder than ever. As marketers ourselves, we know how frustrating it is to put work into campaigns that don’t land. 

“As someone actively putting out ads on LinkedIn, it’s frustrating to hear that 81% of them aren’t gaining attention,” said Jonna Ekman, our Communications Director at Storykit. 

Daniel put it simply: "Yes, attention spans are shorter. But that just means we need to be more creative. And video is a great way to do that."

Why video works—especially on LinkedIn

At Storykit, we’ve been working with video for years and we saw the shift early. "It wasn’t the algorithms that demanded video—it was the audience," said Jonna. "People started wanting it, and platforms had to respond."

Daniel echoed that: "I can’t speak directly about the LinkedIn algorithm, but I can say this—what we’re seeing is driven by the needs and desires of our members. They want to consume video."

Short-form and long-form video both play a role. And on LinkedIn, video performs: it delivers 26% more views from B2B decision-makers. That’s not just vanity metrics—that’s your hardest-to-reach audience watching more of your content.

"Business decision-makers are very busy," said Daniel. "But our research shows that one way to grab their attention longer is through video."

Video increases dwell time—how long someone actually stays with your content—and that matters for building brand awareness. “If people dwell longer, they remember more,” Jonna noted.

The numbers don’t lie:

• 11% more dwell time for video ads vs. static images
• 27% more when the campaign is optimised for video views
• 33% more when video is prioritised over CPC

And why is video so effective? Daniel summed it up beautifully: "Our brains are hardwired to love video. It creates memory in a way that text and static visuals just don’t."

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Video works at every stage of the funnel

One of the biggest myths in B2B is that video is only good for brand awareness. But Daniel was clear: "You can (and should) use video throughout the funnel."

Yes, awareness videos are great for reach and emotional resonance. But when you tailor your format and messaging, video can work for consideration and even conversion. Think testimonials, product demos, expert explainers.

In fact, LinkedIn data shows that combining video ads with lead gen forms results in 5x more conversions. Five times.

"The problem," Daniel added, "is that many advertisers go straight to lead gen without warming up their audience. But people need to feel something about your brand first—and video is how you do that."

So why aren’t we creating more video?

With all that evidence, you’d think everyone would be flooding LinkedIn with video ads. But we ran our own Video on LinkedIn survey this year, and the numbers were telling:

• Only 24% use video ads frequently
• 36% don’t use them at all
• 15% are planning to, but haven’t started

When we asked marketers why, their answers were familiar:

• I don’t know where to start
• I don’t have time
• I can’t get decision-makers on board
• It’s too expensive
• I’m not sure about the ROI

"We hear this all the time," said Jonna. "And we get it. Budgets are down. Teams are stretched. Everyone’s wearing many different hats. But video doesn’t have to be complicated, expensive, or time-consuming."

The 90/10 rule: do more with less

At Storykit, we follow a simple rule: 90% of what we post is repurposed from existing content. Only 10% is created from scratch.

"Your homepage, your blogs, your press releases, your case studies—even your job ads are a goldmine. Every piece of content you’ve already created can become multiple videos,” said Jonna. 

“From one article you could, for example, create a trailer, two quote videos, three punchy headline clips, and a full summary. That’s six videos from one asset,” said Jonna.

Now, that might sound like a lot of extra work—but it doesn’t have to be. With the right automation tools (yes, like Storykit), much of the heavy lifting is done for you. Creating video becomes a fast, repeatable process.

"In the age of AI, it’s a necessity to automate your video production," said Jonna. "We all need to create more with less."

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How to make better video ads (not just more)

Creating video ads that actually perform isn't about flashy production or chasing trends, it's about strategy. Daniel shared some of LinkedIn’s most effective, data-backed best practices for building ads that deliver results:

• Start strong and stay short. Grab attention in the first two seconds.
• Lead with your brand. “If your logo isn’t visible right away, you might be doing your competitor a favour.”
• Focus on one message. If you have three things to say, make three videos.
• Use what stands out. Big numbers, quotes, and questions grab attention.
• Humanise your content. Authenticity works—even if no one is on camera. A blurred photo with a powerful quote can be just as impactful.
• Design for silent autoplay. 80% of viewers don’t have sound on.
• Optimise for mobile. Vertical videos take up more space and get better engagement.

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→ Further reading: LinkedIn video ads best practices

What’s coming next for video on LinkedIn

LinkedIn is betting big on video—and after talking with Daniel, it’s clear the platform is only just getting started.

"Most of our engineering resources right now are focused on video," Daniel told us.

Here’s a glimpse at what’s already in the works:

• Brand link pre-rolls before editorial content like Business Insider or Wall Street Journal
• Reserved video ads (your ad appears first thing when someone logs in)
• Hybrid campaigns that combine images and video in one flow

If video isn’t already a core part of your strategy, it should be. We’ve seen firsthand how well video ads perform and how crucial they are for getting consistent reach, building memory, and creating real momentum across the funnel.

If you’re not sure where to begin, we built Storykit to help with exactly that. It takes your existing content, articles, case studies, even job posts, and turns them into impactful, on-brand videos in minutes.

Try it out and see just how easy it can be to scale your video presence—and make sure your message shows up where it matters most.