So. You've got the leading video automation platform on your side. But what stories are you going to tell? Dip into our community blog for ideas, inspiration and plenty of handy how-tos.
July 5, 2019
July 5, 2019
Video production is no longer reserved for professionals with extensive training and pricey equipment. Today, it’s neither expensive nor difficult to create a video for social media. "You can easily make ten videos with the same resources as one", says Sofia Stenseth, Chief Content Officer at KIT.
Anyone who wants to make a splash on social media will soon notice that it’s not enough to publish a video and sit back and wait. In today’s social media climate the key to video success spells repetition.
– It doesn’t matter if you are a fashion blogger on Instagram, an artist on Twitter, or a B2B-company on Facebook – on the Internet, yesterday’s viral hit is already forgotten, Sofia Stenseth says and continues:
– So make sure to have several hit videos in stock.
Working with quality and quantity may feel like a pipe dream, especially as video traditionally has been both expensive and cumbersome to produce. But today there are tools that make it possible.
– If you use Storykit you’ve already come a long way. There you will find scripts, pictures and background music at the touch of a button, says Sofia Stenseth.
Besides the purely technical, how can you make video production more efficient and create more videos?
– First of all, you probably have more content than you think. Take a look at your latest press release, for example. If it’s structured like most press releases, you can most likely make three videos based on it alone. One that tells the news straight, one that is based on quotes from the responsible manager, and one that focuses on what effect the news will have.
She quickly writes down three hypothetical headlines to demonstrate how to create more videos on the subject:
Video 1. Business Inc. opens offices in India
Video 2. CEO: “A fantastic opportunity for our customers”
Video 3. India venture will increase sales by 150% in one year.
Stenseth emphasizes the importance of not trying to say too much in the same video.
– The average Facebook user don’t want to watch a five-minute interview with a company’s CEO. However, they may be inclined to watch five one-minute videos, especially if they are spread out over time.
Additionally, she thinks it’s a good idea to try to think about video in a different way than you might be used to.
– Certainly, expensive super-produced videos have their place, but on social media a video can also be a quote, a slideshow or something you have shot quickly with your phone.
If you’re just going to give one piece of advice to get better at video, what would it be?
– Simple. Want to increase viewing of your videos in social media? Create more videos!
June 28, 2019
June 28, 2019
It’s hard to trace the beginning. I want to say that Storykit started with a Broccoli Sandwich. Or that the seeds were planted already sometime back in 2011 at Visualiseringscentrum C in Norrköping (but that is Fredrik’s story to tell — not mine).
The truth, I guess, is that ideas — as well as companies — evolve over time, compound, and eventually become something better and more sophisticated than what you had imagined at the outset.
That is the case for Storykit as well.
Let me try to describe, at length, what led to us to build Storykit in the first place and what it is we are trying to achieve.
Peder Bonnier
CEO and founder
The need for a new storytelling platform has primarily been driven by a fundamental change in how content, communication and advertising is consumed.
In the fall of 2012, I was running digital for Bonnier Tidskrifter with Robert and Fredrik, as we saw the world of internet publishing changing.
We had been doing really well with editorial SEO and designing sites for premium ad impressions, but in a period of 8 months, between the fall of 2012 and the summer of 2013, consumer behaviour shifted dramatically — away from desktop towards mobile and away from search towards social discovery.
The change was primarily driven by Facebook deciding to be a mobile company and expanding from a network for friends and family, to a much wider network for content distribution. Smartphones were abundant (in Sweden). Bandwidth was readily available and cheap.
Up until that point publishing content to the Internet had been a technically pretty straightforward proposition: Use a CMS where the production environment is tightly linked to the environment where content is published (site), publish articles or blog posts to a site, and then wait for people to come, either because you have a loyal following, or because you have optimised your content for being discovered by search engines.
To analyse the results of your publishing activities, or to try and predict what and how you should be publishing next, all you needed was some sort of script on your site that counted how many users you attracted and how they consumed your content. But now — in the fall of 2012 — all of these premises changed rapidly and radically.
And it was driven by the fact that people started discovering content, and eventually also consuming content, in social apps instead of on sites.
So, in 2014, Robert and Fredrik and I started KIT with an obsession around figuring out what tools, editorial processes and monetisation models would win in a world where, as a content producer, you could no longer expect to control the environment, place or time where your content was consumed.
Another fundamental change with social distribution of content was that it suddenly gave ”everyone” (I will hopefully qualify this later in this text — a text that is already becoming way to long) a chance at getting their stories in front of massive audiences, if only the content was good enough.
In the world of print, the companies that controlled distribution (newspapers and magazines) had been gatekeepers of who could reach audiences, and even though digitisation had allowed anyone to become a publisher, attracting large scale audiences was still limited to the companies that had either a substantial inflow of direct traffic to their sites (which had often taken years and millions of dollars to build) or who had enough great content and patience to build distribution through organic search (SEO).
Social changed all of this. Suddenly any great story could get wings of its own and reach audiences on a massive scale, and with relatively small budgets for boosting content distribution, getting your content in front of the right audience was cheaper than ever.
Again — and this is key to our reasoning — the costs of distribution (whether paid or organic) was and still is deeply linked to the quality of the content produced.
The social plattforms were aligned with the consumers here — the better the content, the more people like it, the more inclined the social platforms would be to distribute it cheaply. For marketers and advertisers this presented a new exciting opportunity — if only the content they produced was as relevant and interesting as that of publishers they could compete on equal terms for distribution.
This had never before happened, and has since spurred huge competition, innovation in storytelling, and ever more competitive feeds with more relevant and interesting content being produced by non-publishers than ever before.
The third large scale shift connected to social has been the change of how marketing departments are staffed and how the marketing role has changed in the last 5 years.
When I was fresh out of university and started at an entry level marketing role at Unilever, the marketing role essentially was one of project management. We worked in Excel — not Indesign. Every year, we planned and coordinated a few large campaigns in traditional media (predominantly TV) and a larger amount of tactical campaigns in store but we did not actually produce anything.
Production and creative development was done exclusively by agencies (either local or international) developing ideas and ad executions alike.
This was possible with the frequency of campaigns we had — everything was large scale, there was significant investment involved in a campaign and once launched there was essentially no turning back. But with an increasing amount of channels needing an increasing amount of content on more or less a daily basis, the days of a marketer being a project manager are passed.
There is simply too much cost in coordinating and communicating with an external agency on every tweet, facebook comment or Instagram Story that needs to be produced. So marketing and communication departments are increasingly staffing with producers instead of project managers, either organised as in-house departments or through simply shifting competencies in the roles they already staff.
Agencies still play a significant part in creative strategy, and execution when the campaign is a large scale outdoor och TV campaign. But for social, and for content in general, there is simply too much frequency, too much production, and planning cycles are just too short to rely on an outside contractor.
All of this change was essentially due to Facebooks original decision to be a network for ”more than your friends” and a truly mobile company. It was for this shiny new world that we set out to build a platform that would support storytellers who wanted to tell stories for a distributed world. And it was that platform that we now call Storykit.
We realised early that traditional CMS would not support a “distributed first” publishing mindset and that a modern platform for content creation would have to fulfill three key requirements:
1. Truly based on insight: To succeed and gain someone’s interest, in competition with that person’s best friend’s wedding or child’s soccer practice, the quality, accuracy and thereby probability of success for every published piece of content will have to increase.
For that to happen a lot of the guesswork needs to be taken out of the storytelling equation. Should I be using an internal or external testimonial to prove my point in this video? Should I use a quote or an assertion? Should I be funny or dry?
All of these are questions that could, and should, be answered by data, not a general editorial hunch.
This does not mean that we believe that there is no value in craftsmanship. A lot of what will make a story successful we will not be able to explain with historical data. Is it a good testimonial? Is the quote well put? Is it laugh-out-loud funny or just a little humorous? Our aim is never to discredit or replace great storytellers. Our aim is to supercharge them with insight.
2. Based on visual content, specifically video: The first iteration of social networks, from a content perspective, provided links to sites that your friends or the algorithms thought you’d enjoy. But over time, almost every social media has developed into a visual, video-driven platform.
It turns out, people like consuming stories in a timeline-fashion rather than reading a lot of text. As a result, video has become exponentially more important as a storytelling format and will continue to gain ground over the foreseeable future.
3. Brutally productive: Though the demands on, and complexity for, a marketing and communications department has increased significantly and will continue to increase, their resources will not.
Budgets have essentially grown with GDP. But while an added format on social (i.e. Instagram Stories) presents a huge opportunity (untapped potential) it also introduces a lot of added complexity (vertical video, single asset files, no api to publish through).
The winning platform will enable communicators and marketers to remain innovative and spread over channels and formats, without having to add resources.
Core ideas in building Storykit
We built Storykit around two fundamental ideas. One was that in order to figure out how your content performs in a distributed world, you need to track the entire chain of events from the inception of a piece of content (the idea) to the results that that piece of content generated.
This turned out to fundamentally be a question of how to structure your database and set up stories in a world where each social network hosted their own content and had specific requirements for how a piece of content was supposed to work (sizes, character-limits, time-limits, etc).
The other fundamental idea was that to be able to use past publishing volume to predict future success we needed to incentivize our users to carefully and in a structured way describe what they were doing in each step of the production process. Without knowing ”how” something has been produced, it is impossible to understand why something has succeeded or failed.
This last point requires some more explanation, because for everyone I meet outside of the publishing world, this sounds completely trivial.
Obviously you have to understand how something was made to be able to understand how to replicate it.
But this has not, and still is not, true for most content producing organizations. In most manufacturing processes, every step of the process is carefully described and documented, and can be experimented with and iterated upon to improve the process. But this is not the case when manufacturing content, a process that could accurately be likened to ”craft”.
Creating content is like a magic black artistic box where an idea comes in on one side, and an article or video comes out on the other. If you are a great content producer, what comes out of the box usually strikes a cord with the audience and works well, and if you are a poor content producer (e.g. Peder Bonnier) what comes out will be a way too long, poorly packaged 2000+ word article that no-one will ever read (what are you still doing here?).
What we decided on back in 2014 was that there were a lot of things in the manufacturing process that actually could be described in a structured way, which would remove a lot of uncertainty for the results (while keeping a lot of the ”craft” involved in writing a good story).
Things like ”was this story primarily researched and written from a desk in the editorial office or was it primarily researched and produced form out on the field?” or ”is this story intended to educate or inform someone, or is it intended to provoke or start a debate?” are questions that are normally implicitly answered in the content-manufacturing process but since they are not explicitly documented can not be analyzed or used in recommending or predicting future success.
These two fundamental ideas were, and still are, at the core of what we are building with Storykit— giving creators more productivity and more predictability in their content-manufacturing process.
But the answer to what we are building is not just the technology and product. It is also the company that we are trying to build around that product.
This is a company where we are focused on the value that we are creating for our customers and users and where retention and engagement are our most important metrics. It is a company where we work with insane ambition, but where we help each other out and pitch in where needed, where we value having ideas and finding solutions more than finding faults and errors, where we value action more than opinion and where we keep an open and transparent discussion about the work that we do.
We want to radically improve the experience of telling stories for businesses all around the world because we truly believe that a great story can be crucial for business success and, ultimately, make the world a better place.
If we are able to give our users the tools, the insights and the community they need to tell their story's we will succeed and I am extremely excited about continuing to fulfill that mission.
/Peder Bonnier, CEO
June 27, 2019
June 27, 2019
Only a year has passed since KIT Story Engine, and the media company KIT split into two separate companies. Since then the content platform Story Engine, which primarily helps marketers and communicators to produce videos and other content to social media, has been sold to more than 130 companies and organizations, like Prime, Collector Bank, and The City of Stockholm.
Today the platform is also widely spread on international grounds with active users in more than 30 countries. Now the company and the platform are changing their name to Storykit.
– The journey with KIT was absolutely crucial for us to build Story Engine, but now that we have become a SaaS company we have also felt an increasing need of our own identity, says Peder Bonnier.
Prepared for the future
The rebranding has been developed by the marketing team at Storykit.
– In the name Storykit, we found the perfect mix between our history and our future. Combined with our new design, we have created a clear brand, which makes us well prepared for both the future and for the world, says Jonna Ekman, Marketing Director at Storykit.
To increase growth even more, the company now takes in 17,5 million SEK from several known SaaS investors: Anna and Niklas Storåkers, Johan Blomquist and Andreas Källström, Johannes and Maximilian Hobohm and Cloud Capital:
– Storykit is one of the fastest growing Swedish SaaS companies we have ever seen. They have an experienced management team, a product which solves a huge pain-point for many companies, and significant global potential. We are looking forward to working with the team to build a world-class company, says Johan Crona, CEO at Cloud Capital.
Accelerating even more
– Having some of Sweden’s most talented SaaS investors as owners and in our board is fantastic for both the platform and the company. We are looking forward to taking part of their knowledge on building companies in general, and more specifically on SaaS, says Peder Bonnier.
This means that Storykit can accelerate even more, which founder and product manager Fredrik Strömberg is looking forward to:
– Our goal is to simplify life for all sorts of storytellers, and it feels incredible knowing that communicators and marketers from many industries and companies have responded so positively to the platform. The need for faster, sharper, and more qualitative communication in social channels increases rapidly, at the same time as the complexity increases for those who are doing the actual job. This is where Storykit comes in.
June 27, 2019
June 27, 2019
Video on social media is an effective way to get your message to the right audience. But it’s also a format that demands quick and efficient storytelling. We had a chat with Magnus Dahl, the creative director at KIT, about how to approach writing a better video script - without the dead meat.
To get some video inspiration for your business or organization, see our Video script templates.
Magnus Dahl has written, edited and corrected hundreds of video scripts. The topics have ranged from lists of the year's best music, to information about pensions and funds, to heavier subjects such as child prostitution and the climate crisis.
– Whatever the topic, almost every video script suffers from the same problem: they’re too long, he says.
According to Magnus, a video intended to be distributed in social media should be short. Approximately one minute is a good rule of thumb. The public's attention and patience are generally very limited.
– Therefore, it is super-important to keep your story focused in social video. It's not just about keeping the run time down, you also have to limit the amount of text in every frame of the video. Otherwise people lose interest. They want to watch a video, not read a dissertation.
Do you have any concrete script writing tips?
– One simple thing you can do is to avoid rhetorical questions. For example "Are you concerned about the environment?". It’s an easy way to create transitions and change pace. But if you remove it, your script won’t suffer..
Can you give an example?
– Hm ... let's say a company wants to talk about, well, a new toaster. In Storykit Video Studio, a script could look like this:
Slide 1: Bread Star4000 is our most advanced kitchen machine ever.
Slide 2: But what does that mean for your breakfasts?
Slide 3: Well, Bread Star4000 toasts 8 golden slices in record fast 67 seconds.
– If you remove slide 2, the only thing that happens is your video getting shorter. And because you can remove "Well" in slide 3, it becomes more easily readable overall. You can even write "It" instead of "BreadStar4000" and make the video even more accessible.
Magnus often returns to the importance of "removing" slides or sentences and seeing what happens to the video script. If they are important to the story, it is immediately noticed, he explains.
-–"Kill your darlings" is a cliché, but definitely still rings true in many cases. No matter how experienced and creative you are, it’s easy to stick to expressions and stylistic devices just because you like them, not because they add anything.
What are your own darlings?
– It depends. For a while I loved to use parentheses everywhere, which made the script basically unreadable. A few years ago, I used far too many examples, that is to say, four or five things when two were enough to get my point across. Presently I have noticed that I like to stack adjectives, which is rarely necessary. "An advanced, programmable toaster" is a bit redundant, wouldn’t you say?
Give the script to a colleague and ask "Is there anything I can remove here?" It can be difficult to find unnecessary content in your own script. You become blind to your own faults.
Different types of slides in Storykit Video Studio can handle different amounts of text. Try not to hit the ceiling.
Avoid complex sentences, or several sentences on the same slide. Is it possible to say what you want with fewer words? Then do it. For more tips, read our article about how to write even better video scripts.
Besides taking unnecessary space, they also tend to alienate viewers. "Do you like avocados?" excludes anyone who is neutral to, or dislikes, avocados.
It may be tempting to let sentences continue over several slides. Sometimes it is necessary to do so, but equally often it is a sign that you need to think about what you really want to say. Moreover, sentences that cross several slides slows down the tempo of the video.
When you have finished your video script, take a look at the final text slide. Surprisingly, you will often find that the wording there should actually be used in the beginning of video.
Storykit Video Studio makes it super easy to change the content of your videos. Use that. See what happens when you move slides around.
June 18, 2019
June 18, 2019
We've all heard that Instagram "Stories" are all the rage. But where to begin? Here are all the arguments and tips you need to publish your first 15-second story.
The use of Instagram Stories has exploded and for us marketers, there is just one thing we can do: dive right into it. Are you not convinced? Let’s have a look at some numbers.
Ok, so if we all agree that Instagram Stories is worth a try, our next step is to understand that there are some fundamental differences in how Stories work, versus other types of social media storytelling and social media posts.
Sure, we’ve been talking vertical video on social media for years, but in Stories it’s not just an option, it’s more or less mandatory.
As an advertiser, you have 15 seconds to tell your story if you don't split the video in different Story parts. This means, of course, that all stories do not fit here and that you have to be fast-paced in your communication. (In addition, viewers often drop off after about four seconds, so we mean really fast.)
Insta stories disappear after 24 hours, so your storytelling is truly NOW. If you don't save your story in "Highlights" on your profile.
On most social platforms, users keep the sound turned off. On Facebook, about 85% of the videos are watched without sound. In Stories, on the other hand, 60% of viewers choose to have the sound ON.
So, now it’s time to actually produce your first story. Feeling a little bit hesitant about this? Don’t! Trying stuff out is the only way to learn new things, and nothing is perfect the first time, so just get on with it.
When Hootsuite created their first ads in Instagram Stories, they chose to use material they already had. And this is a great idea: it’s probably the very best place to start, in order to quickly get the material out and test what works.
We’re not just saying this because we love video, but rather because surveys show that users engage in video material 5x longer than in still images.
The Stories format is ideal for authentic material. Let your users have a look behind the scenes when you do something interesting. For example, an event, a product release or something else you want to talk about.
Can you do a quick tutorial? Of course you can! This is a great way to create real value for your users. Find inspiration on content in your content strategy.
In Stories it’s more ok than usual to show your product and your brand in a way that you might otherwise avoid in social media. Remember to add links, tags and a clear call to action and see what happens!
Take the opportunity to do a Q&A in Stories. Quick questions, quick answers, high value.
Of course you can tell a story in 15 seconds. It requires only a little creativity and some focus. Try it out!
Read our guide "Marketing on Instagram – everything you need to know" for more inspiration!
June 18, 2019
June 18, 2019
Back in the days, the most common thing for a marketer was to buy print ads, tv-ads, or to do outdoor advertising. The campaigns were planned well in advance with quite some lead time. However, that has completely changed.
In the digital world of today the choices and possibilities are endless, which can be quite a headache when it’s time to plan your campaign and create your marketing videos.
In this article we'll show you how you can create a kickass Facebook video strategy that will give you the results you're after.
Natalie Eriksson.
– The problem is that you often want to do too much of different things at the same time. It’s hard to prioritize when you try to accomplish everything at once, says Natalie Eriksson, marketing consultant, author, and speaker focusing on social media.
The risk is that your message becomes sparse and unclear. Also, trying to say everything at once makes it more challenging to reach the customers you want. One way to solve this problem is to start making some tough decisions.
– The best thing is to decide what you want to say, to make a plan and stick to it. In our job, we collect a lot of data, and that often leads to marketers poking around in their content too quickly, says Natalie Eriksson.
Sticking to your plan is a good rule since there are some pitfalls when setting up a content strategy on Facebook.
One advantage when working online is that you immediately see the audience reactions and video performance. However, it’s easy to start making changes a bit too fast.
Instead: try waiting a day or two to see if your original plan might have been the best after all.
You also need to know which target group you are trying to reach with your video marketing and what to talk about with them. An excellent place to start is to ask yourself what your audience know about your company and products. For example: a well-known company can probably create another type of content than an unknown organisation.
So, if your company or organisation have a plan, a goal, and a target audience, and you want to start creating video content for them – How do you make sure your video is reaching through to that audience?
– Catch their attention immediately! You must put the most engaging and exciting things first in your video. You also need to make it very clear who the sender is, don’t just put your logo in the end: very few people will see it there, says Natalie Eriksson.
She also raises a warning flag for trying to cram as much as possible into your video content.
– Your content must be coherent. Say your company starts a competition on social media to get the audience engaged. But then you also want them to follow your page and like your content. Also, you urge them to subscribe to a newsletter. This kind of content often seems spammy and unserious. Decide what you want to do, says Natalie Eriksson.
You also need to keep an eye on the algorithms. In the past, it was much easier to get organic reach with your content. It’s still possible to get your content out there without spending money on it, but it’s much more difficult. Natalie Eriksson believes that the basic rule is to have a continuous strategy where you consistently publish content. Publishing one or two bigger pieces per year won’t do the job. Also: don’t start spending your money too fast.
– Post your video content and let it live in the feed organically for a day. After that, you can sponsor it. Then you reach both those who would see it anyway and those who would have missed it. You put your money where it is needed, says Natalie Eriksson.
However, as always, your primary focus has to be on the content you are creating.
– The most important thing is to create good content. Consider the length of the video and the quality of the pictures. Also, remember to create relevant content, then you’ve already come a long way, says Natalie Eriksson.
Discover strategies to save time and maintain consistency, while maximizing your impact across platforms. We'll will share practical tips for automating routine tasks, creating content more effectively, and leveraging tools to engage with your audience.
Need videos for social media, sales, HR, or internal communication? With Storykit, any team can create professional videos. These videos can match their brand and work for any platform, format, or language. No editing skills are needed. Whether for LinkedIn, corporate presentations, or global campaigns, Storykit ensures your videos are engaging and optimised for impact.
It’s that time of year again—when we all start scrambling for ideas and templates to piece together our social media plan for the new year. Trust me, I’ve been there too. The endless Googling, the overcomplicated strategies… it can get overwhelming fast.
That’s why we're here to make it easy for you. We're giving you our social media plan for 2025—complete with all the resources and tips to help you nail it without the stress. Ready to steal it?
Storykit is the leading video automation platform. It helps thousands of clients in automating and optimizing their video production, boosting productivity, efficiency, and return on investment. With Storykit, you can put your video creation on autopilot.
Anyone! Storykit is made for companies and organizations and works great for anyone with communication needs of any kind. The tool is ideal for digital marketing, PR, HR, social media, corporate communication, sales, events, recruitment, customer success – every team.
With Storykit’s text-to-video AI functionality, you don’t need video editing experience or expensive equipment to create unique and amazing videos.
Absolutely not. Storykit’s intuitive AI-powered platform allows anyone to create professional videos quickly and seamlessly, without any video editing experience or special equipment.
Certainly. Storykit is designed to turn any text into eye-catching video, so it’s perfect for everything from social media posts to corporate communication and employer branding.
Whether you're aiming to engage with clients, disseminate information internally, or enhance your brand, Storykit simplifies the process. It helps you create high-quality videos that appeal to your audience.
Yes, they work like magic on your phone, large display screens, and in your keynotes. We even have customers using Storykit to make videos for their coffee machines!
You can create many things. From social media content and ads to employer branding and internal communications – plus educational videos that boost brand awareness, strengthen reputation, build loyalty, and deliver real impact. The possibilities are endless.
Yes, keeping your videos on-brand is a priority for us. Storykit ensures every video matches your brand guidelines, from fonts and colors to logos. For even more customization, simply reach out to us.
Yes, you can upload your own visuals and integrate them seamlessly into your videos. You can also add voiceovers and audio for a more engaging experience – available in Pro and Enterprise plans. Check out our full feature list.
Yes! Producing video content in various languages allows you to engage a worldwide audience.
Creating different videos for different platforms is simple and fast in Storykit. You can easily change the aspect ratio, assets, music, languages, and stories with just a few clicks. This means you can create videos tailored for all major platforms, including LinkedIn, Instagram, Facebook, TikTok, and YouTube.
Storykit offers different pricing plans based on your needs. Book a call for a customized quote, tailored to your preferences.
Yes, we offer tailored plans for teams, companies and organisations of all sizes. Book a call to find the best plan for your video content needs.
The Pro and Enterprise plans have advanced features for companies and organizations that want to grow their video marketing. These include voiceovers, custom templates and modules, a premium library of videos, images, and music, and more. Check our feature list for details.
Absolutely, you can start your free trial and create your first video within minutes. No editing skills or credit card needed.
We offer extensive customer support, onboarding help, and useful resources. This way, you can always get the most from Storykit. Our Enterprise solution also includes a dedicated Enterprise Activation Manager to support you every step of the way.
Absolutely! Our API solution allows you to integrate AI-enhanced video generation into your existing tools. Contact us, and we’ll help you build a customized video production system that fits your needs.
Don’t wait to create! Reach out to us for a demo or start a free trial today!
