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.
