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.
January 9, 2023
January 9, 2023
Buckle up: the job market is getting tough for employers.
Your potential new recruit is pitting you against a sea of brands thirsty for new talent, many of which have big budgets and an enviable array of benefits. Is your employer brand strong enough to attract their attention, or - let’s be honest - are you more of an employer bland?
Employer branding is one of the most essential ways to hire the best candidate for the job. Add video into the mix, and you’re on your way to building the kind of employer branding strategy that’ll have potential new recruits biting your hand off for an interview (not literally, of course).
If you’re ready to attract a higher caliber of talent to your company, read on…
Your employer brand is what springs to mind when potential employees look at your company as a place to work. It’s influenced by your culture, values, and benefits - get that mixture right, and you’re halfway to convincing potential new hires as a place they’d want to work. Communicate it well, and you might just win them over. After all, it’s not just you who is making a big decision when offering them a role – they are, too!
The chances are, yes it does! As companies shift to working remotely, the pool of jobs gets wider and wider, and your net gets smaller. If you’re already finding yourself struggling to pit yourself against competitors, losing candidates to better offers, or even failing to fill your roles without a recruitment agency, you need a compelling employer branding strategy – and that starts on social media.
We’re sure there are plenty of benefits to working for you, but a jobs board on your website just isn’t a competitive enough way to show that anymore. By making social media part of your recruitment process, you’re able to add a much-needed human element to convince would-be employees of why they should work for you, and only you. Show you care, and if you invest in your recruitment process, you’re more likely for the right candidate to invest in you.
How do you stop letting your company be overlooked by potential employees? Use social media to amplify your employer branding – and you’ll start standing out in a crowded job market.
Before you start creating your content, it's important to have a clear understanding of who you're trying to reach. Which departments will be ramping up hiring soon, or what areas of your business are you struggling to recruit for? This will help you tailor your content, so you can hone your message. For example, if you’re hiring a senior developer, you could interview the hiring manager, feature a behind-the-scenes video or a day in the life of the team. But all of that content only works if you know your audience first!
Once you’ve built an image of your target, work out where they’re spending their time and talk to them there. Maybe they’re in Reddit forums in the evening, perhaps they browse Instagram before work, or maybe they religiously update their LinkedIn profile. Once you know where they are, you can focus your energy on those platforms. Don’t feel like you have to be everywhere - just choose the channels that make the most sense!
Once you understand your audience, you can start creating your stories with confidence. What threads of your company life can you weave into beautiful blankets? Which watercooler chats about an employee’s progress would actually lay the groundwork for captivating reads? There are stories everywhere. And you’re in luck, because we’ve also got bucketfuls of ideas for employer branding content:
Social media is called social for a reason – it's about engaging with your followers and building relationships. Respond to comments, share user-generated content, and crucially, interact with other industry players by sharing their content or leaving thoughtful comments on their content. Play the long game: build a strong, positive employer brand and your followers will keep coming back for more.
Finally, it's important to track the success of your employer branding efforts on social media. Are they moving the needle effectively? Use platform-native analytics tools (they’re free!) to see how your content is performing, so you can understand what to invest more time into and what to cut from your plan. Combine this with surveying your recruits on what caught their attention, and you’ll be able to fine-tune your strategy and ensure your employer branding efforts are delivering maximum return on your investment.
Congratulations! You’ve gotten through Employer Branding 101.
Now, let’s get to the actionable stuff – what employer branding videos should you make, and how do you make them?
Wonder no more - because we’ve got you covered. Here are are 4 employer branding videos that you can turn into staple content.
Show off the things you love about your office, your colleagues or your company events with this list video. This is a great format for some informal video clips or photos to give your audience a peak behind the scenes!
Highlight the success your colleagues have achieved with this video. It’s a great way to show the challenging and rewarding work people can look forward to getting stuck into when they join the company.
You want your potential recruits to know about the perks of working at your company. Forget about posting a bullet list of activities and benefits. Use the video idea to create a handfull of report-style videos where you take your audience a long for the ride. It’s a deceptively easy format to put together and a really effective one at that.
December 12, 2022
December 12, 2022
Tighter budgets and uncertainty make people less inclined to buy.
It’s hard to commit when you’re not sure what the next few months will bring, and even harder if the budget just isn't there.
But, people who aren’t looking to commit are still open to seeing what’s out there and finding out what they like. Recession-time is dating-time for brands and their audiences, and brand marketing is the name of the game.
This is a roundabout way of saying that it makes sense to align your marketing focus with where the market is at – if you notice that your lead capture efforts are quieting down, the knee-jerk reaction could be to throw more budget, time and effort at lead gen tactics.
But what we’ve learnt from previous recessions is that you’ll likely be throwing good money after bad.
So, what do you do?
You start dating.
For your brand, that is.
Shift your focus to creating and distributing content that’s aimed at getting your brand seen and understood – make it decision-making and help your target market develop their relationship with your brand.
Because that relationship is one of the most valuable things you can have. A person’s relationship to a brand often trumps all the other rational decision-making that we imagine goes into buying decisions.
Whether that’s by biassing the comparison of alternatives or simply ruling out the alternatives altogether.
Just remember, this is dating. Not The Bachelor. Resist the temptation to make this about getting people to sign up or buy in the short term. Let this be about getting the market acquainted with your brand, no strings attached.
How do you get your target market to fall in love with your brand? Here’s a checklist of the kind of tactics and content you should aim to share.
Consider expanding where you show up - if your audience is there, create content that’s optimised for discovery and consumption behaviour on that platform. You want to be as visible as possible, so put money behind this and go broad. You could redirect the budget from underperforming lead gen ads - it’s going towards the same goal, you’re just driving the process from an earlier stage in the customer journey.
This kind of content is short, memorable, and makes a clear connection between your brand name or logo and the brand identity and values or mission. You want people to know your name and what to think of when they see or hear it. They don’t need the details, they just need to make the connection.
At this point, people have seen your brand around, they know your name, but that’s about it. So, keep going broad when it comes to distribution & targeting (and re-targeting) – this is when you get them to go from aware to curious.
This content should help the audience understand what kind of brand you are – but don’t just tell people what values and characteristics your brand has, show them! How well does it work when a person walks up to you and says “Hey, I’m really cool!”?
Yeeeaah. Not half as well as it would have if they had just been cool.
Moral of the story: Be your-brand-self. How? Storytelling. Let the audience connect the dots themselves, it’s really so much more effective than giving them a list.
So, if we get back to our Tinder analogy for just a second, we’ve come to the part where you start chatting with a smaller portion of the dating pool. In other words, it’s tiiiiime toooooo segmeeeeeent! Start targeting narrower segments of your audience so you can speak specifically to their experience.
Create content that resonates with each segment’s perspective, problems, preferences or frame of mind. You want to show that your brand gets them, and what they care about. Connect your brand to something (relevant) that stands out to them, in a way that reflects the kind of brand that you are and the role you would play in their lives
It’s all very well giving you brand marketing advice that could double as some kind of dating manual.
What you really need is a way to get it done, right? Very well.
Here are three video templates that you can use, today, to create the brand marketing content outlined in the checklist.
The great thing about these video templates is that each one is designed around a narrative structure that weaves the power of storytelling into your videos, helping you create more effective content that drives your results.
Not sure what narratives and storytelling have to do with anything? Check out this article: Storytelling: the secret sauce of high-performing marketing content.
You don’t. You could adapt these templates and use the outline to create a blog post or carousel. BUT. Video is just so much more effective when it comes to getting your audience’s attention and getting your message across. Why? Two things:
Something is happening right away, right in front of your audience that draws them in.
There’s no initial weighing up of whether it’s worth consuming a video, like you would with a blog post or something that requires more active engagement. It just happens. And that’s really essential for getting the broad reach that you need for brand marketing. (In light of this: Thank you for reading - I appreciate you).
There’s something about length that scares people off. But like a good Typeform form, you don’t really notice the length of the video before you start watching.
If the first chunk is interesting, you wait for the next, and if that’s interesting too, you wait for the next. So, if you do your job right (super easy with these templates) your audience is just going to stick around until your entire message has been served.
Enough beating around the bush. Here are the templates.
This format might be simple, but if you choose the right message, it's also very effective. Lead with a strong statement, back it up with a quote, add supporting visuals and you're good to go.
Bring in some storytelling with this template - instead of telling people what kind of brand you are, show them, with a story that illustrates what you're all about.
Show your target market that you care about what they care about by connecting their problems or goals to your brand mission.
The 'Underlying Issue' Template
When good times come around, lead capture starts ticking and budgets fill out again, all this brand-dating you’ve been working on will pay off. Because your target market will know exactly which brand they want to live happily ever after with.
December 6, 2022
December 6, 2022
Marketing is absolutely essential to your business. It shouldn’t be treated as a “nice to have”, but rather as a core cog in the machinery of your operation. So make wise moves with your marketing budget now, and you’ll be able to survive a harsh winter and even emerge with more market share.
Some of the largest brands in the world only got there by growing while others shrank during recessions. In 2008, McDonald’s gobbled up market share from Burger King and KFC with a combination of exploiting cheaper advertising space, adding affordable premium coffee to give more reasons to visit throughout the day, and adopting a lower pricing strategy.
They used the opportunity that the recession brought, and reinforced the strength of their brand to their target audience. Businesses that innovated and took strides to react to the needs of their customers came out on top.
It may sound obvious – but is your messaging reflecting the reality of your customers right now, or are you selling something they don’t want to hear?
Ling Koay, Chief Brand Officer at Oneflow, joined our latest episode of Storykit Talks to bring her expertise: “Instead of talking about the dream scenario that you can have, our messaging is now talking about how you can maximize the investment that you have already made”.
Look at your messaging across the board, from advertising to customer support: are you being compassionate, reflecting the needs of the day and inspiring your audience to stay with you? "Think about the cost of doing nothing", said Ling Koay.
How do you justify every last penny / dime / cent of your brand marketing budget? By knowing what works and why.
There are two ways you can do this; the top down approach and the bottom up approach. They may be all too familiar to you, says Ling - but a refresher won’t hurt!
The bottom up approach from Benet and Field is a really simple calculation: your brand’s share of search. Compared to your competitors on Google Trends. If you have a drop in your share of search, you can be sure that six months later, you’ll see a drop in sales. It’s a correlation they’ve proven time and time again. So it’s crucial to establish a share of search metric in your company and invest in improving it.
The bottom down approach starts by identifying the market size of your category. If you went to the bank today, how much would they value your industry? Then, you correlate your percentage of share you have in that total addressable market. And then you get the percentage of market share.
While a brand is running a marathon, marketing is running in sprints. Because while you can measure and change marketing strategies daily, you can't really change your brand tactic, because your strategy remains the same.
Content that’s all over the place won’t stick, so build a content engine based on your brand beliefs”, said Ling Koay, Chief Brand Officer at Oneflow. Your goal is to become top-of-mind when a customer is considering their options, and to do that, you need to add to your brand’s footprint: while ebooks, whitepapers and blog articles all have their place – to be remembered, you’ll need to think about what your consumer is consuming: it’s probably videos.
Sounds expensive, we hear you say. But it doesn’t have to be that way. You can repurpose existing content, from re-using old assets from shoots to using new formats to tell the same stories: make more from what you already have. You don’t need to reinvent the wheel!
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Ling Koay, Chief Brand Officer at Oneflow, joined episode 10 of Storykit Talks to bring her expertise at the helm of the Oneflow brand and shared what she’s learned from other brands in recessions and her favorite brand-building tactics with our Marketing Director, Jonna Ekman. Listen to the podcast here, or watch it on demand, here.
November 23, 2022
November 23, 2022
Well, yes. But it’s not as daunting as it might sound!
There’s a lot of talk about storytelling in marketing circles these days, from how you do your brand marketing or pitch your product, to creating a strategic narrative that supports your position in the market.
Storytelling can seem really BIG, and really time consuming. You’d be excused for wondering how you’re supposed to find the time to bring storytelling into your everyday content. Not to worry. When we say storytelling we don’t mean epic tales of heroes and villains (well, not always, and definitely not in the manner of a full length feature film).
But there’s something to be learnt from the way epic tales are told and why they work. And that something is creating your content with a narrative structure. Do that and you’re way more likely to hook your audience, keep them watching – and make sure they remember you and what you’re saying.
The narrative structure of a video, blog post or ad is not the specific information you’re presenting. The narrative structure is how you present that information and in what order.
Let’s take a simple example that most people can relate to. Your company releases a report – it could be annual financial results, it could be market research – and you need to create a post or article about that report. You might lead with the title of the report, mention the purpose and a few bullets of what’s covered, followed by a link. That’s one way to structure it.
Or you could lead with a major takeaway from the report that you know your audience will love, provide just enough information to pique attention, and then present the title of the report and where they can read more. That’s another way. The information is the same, but the structure is different.
It’s knowing how to use narrative structures that brings the power of storytelling to your content.
When we talk about using storytelling in your content, what we mean is making use of a narrative structure to convey your message in a way that supports the objective or goal of your content. Whether that’s to keep the audience consuming your content to the end, to follow a CTA, or to respond to your content in some other way.
But, coming up with an effective, original narrative structure every time you write an article, script a video or compose a post for social media isn't easy, and takes time that we’re not willing to spend.
Engaging narrative structures are everywhere, you see them in great marketing content, magazines, movies, books and TV. We’ve been using them to pass on information as long as storytelling has existed. If you're curious, a quick search will uncover a bunch of different ones that you can adapt for your own content.
Edit 05/12/22: We've built 99 templates based on the most effective narrative structures and content formats around. We call them Script Templates and they are here for the taking!
At Storykit we see these narrative structures as a way to bring the power of storytelling into all kinds of different content. By using well-designed and effective narrative formats as part of your content creation and distribution toolbox you’ll see benefits to productivity and performance:
If you produce content that engages your audience, you get better reach; the algorithm prioritises your content because people respond well to it, and your audience is more willing to share it.
It seems banal to say, but the added quality of making your content entertaining or engaging to your audience has a real impact on their ability to retain your message and respond to your CTA
Knowing what to expect helps the audience follow and understand the message you want to convey. Just look at some of the most addictive TV programs and you’ll see they’re built on one of a few formats that have been used forever.
With storytelling formats, you don’t need to reinvent the wheel with every new piece of content, and you’ll be able to plan and execute faster when the bulk of the work is done upfront!
When you already know what works, you can cut out guesswork and cut to the chase – instead of testing what to say, you’ll be able to tweak how you deliver it
Time and money goes into producing good content - so one of the most important things you need to do is distribute that content so it gets seen by the right people and your content ROI goes up.
Storytelling formats make repurposing and reformatting your content really efficient. Different people find the same article interesting for different reasons - the key to getting more people to consume your content is to present them with the right “bait”, so to speak. The right storytelling format is the key to reaching them. Here’s how:
1. Longer-form content, like a video, article or report, can be spliced into smaller pieces to suit each of your audience segments simply by finding a format that works and swapping out the points you highlight.
2. Formats help you distribute your content effectively. Depending on the nature of the channels your audience frequents, you’ll find that different formats work better for different channels, even if the underlying information is the same.“We have to tell the story differently on YouTube from the way we tell it on Instagram”, said Peder Bonnier, CEO & Founder of Storykit, on episode 9 of Storykit Talks Live.
In Storykit Talks ep. 9, Jonna & Peder dive into storytelling and talk about:
Apple Podcasts Spotify Podcasts
Curious about putting storytelling formats into practice?
You’ll find actionable tips in episode 8 of Storykit Talks: Why the formula for content efficiency is storytelling formats.
Apple Podcasts Spotify Podcasts
We dig into:
November 9, 2022
November 9, 2022
The best storytellers of all time didn’t need to reinvent the wheel: they followed clear narrative structures, and readers came back to turn page after page. Jealous? Don’t be. Follow narrative templates in your storytelling and:
Here’s a list of storytelling techniques that work just as well for a lecture as for a video or Facebook post. Read through and you’ll have your audience hooked on every word in no time.
Steve Jobs needs no introduction (but we’ll give you one anyway). As one of the most successful commercial storytellers of his time, he’s a crash course in how to tell stories about your brand and product without driving your audience away. We’re advocates for borrowing content and so was he – in fact, one of the most classic storytelling structures in his speeches was borrowed directly from Hollywood.
Steve Jobs divided his storytelling narratives into three acts: “Setup”, “Confrontation”, and “Resolution”
The marketer Dave Gerhardt at Drift sat down and studied Jobs’ lectures and created his version of Jobs' storytelling structure.
If you haven’t seen Simon Sinek's TED Talk “How Great Leaders Inspire Action” then now’s the time. With his storytelling method, you can quickly notice what type of story ‘goes deep’:
We’re pulling the curtain back on this classic copywriter trick. Best of all, it’s actually easy to use in any type of storytelling:
This is another excellent trick borrowed directly from the copywriter world. You can use it to paint a picture in your story:
This model is great – and best of all, it’s so easy to remember too. Imagine three things: a star, a chain, and a hook. Now you’re ready to tell a stellar story.
Another way of looking at this structure is that the ‘star’ catches the audience's attention, the ‘chain’ loops them in by their need for the solution and the ‘hook’ drags them into the net and shows how they can find the solution.
Like a fine wine, Aristotle’s storytelling method has aged beautifully with time. Thousands of years ago, he mused that a story is composed of three parts: a beginning, a middle, and an end. And it sounds obvious, but it’s critical to use this to underpin your video storytelling: a really clear beginning, middle and end should create movement, feels familiar to your audience and gets to the point. Unless, of course, you’re a neighbour telling us about bin day… then there really is no end to the bin story!
“But surely a 30-second video can’t be a story?”, we hear you ask. Of course it can, and if you want to write a great script, you’ll have to regard it as just that.
If you think of all your content as stories, it’ll help drive every piece of content forwards along the way. Think of billboard ads; they tell entire stories in either a single picture or in just a few words. You know why? Because they start with the story. Now it’s your turn!
How to tell your story using two clever journalist tricks
Journalists perfect the art of expressing themselves concisely while still getting people to engage. Here are two clever tricks that most journalists use and how you can apply them to your storytelling and content.
If you’re reading an article, you should be able to understand what it concerns simply through reading the headline, first paragraph and a section of the running text or a quote. Don’t leave anything to the imagination.
The core of this storytelling method is based on the pragmatic fact that people seldom read an entire article or watch an entire video. If your message is at the end, there’s a great risk that no one will ever see it.
This is a great trick for any situation where you are trying to tell your audience a message. This trick is less useful in such instances when the audience has to understand the chain of events or in instances when there are arguments and counterarguments. But when it comes to straight news, the trick is unbeatable.
Do you like documentaries? Or longer articles? If so, chances are that you’re already familiar with this storytelling trick.
Simply put, this method consists of two steps:
November 7, 2022
November 7, 2022
There are two key things to help you understand and create a winning video marketing strategy: defining your audience, and setting your goals. If you have these two ingredients in place, we have a feeling you’ll be surprised at the results video can help you achieve.
You need to know your audience, because, let’s face it - if you’re unsure at all about why you should use video, who your target audience is or what your goals are, you’re going to quickly encounter problems.
And, of course, it’s likely you’ll have defined user personas by now. Even though you know your customer, there is a problem; before you even begin working on your video, you may realise the proposed target audience is too broad.
After all, each individual customer needs to feel targeted and heard. How do you do this? By properly understanding their needs through devising an effective video strategy. Long story short; your videos should make an audience feel properly wined and dined.
The biggest mistake you might make when embarking on a new video is by thinking too big and trying to do too much, both for choices of subject and target audience. As Magnus Dahl, Creative Director at KIT, “It’s often tempting to try to tell several things in a video or tell one thing to several target audiences, and this never ends well.”
This problem exists in every aspect of social media content production; your proposed target audience is probably much larger than the few individuals who actually will care about what you’re trying to say right here and right now.
Marketers love to split their targeted audiences into personas.
By producing content for a specific persona, an elaborate description of an archetype in your target audience, many believe that it’s possible to represent an entire group of individuals.
Of course, this can be helpful in certain situations, but on social media, we are more than just a bundle of personas; they’re completely worthless when creating your own video strategy for social media.
“On social media, we simply don’t click on or interact with content that doesn’t truly appeal specifically to us,” says Peder Bonnier, CEO at Storykit. “We don’t consume content just because it happens to be close to the things we’re interested in; we only click on content that completely aligns with our current interests.” But how do we make content that serves these goals?
To create better content, start by organising the company’s main target audience into micro-target audiences.
Of course, you may need to adjust it over time, and you should be flexible, particularly if you notice that your target audience responds better to a particular topic.
This might sound like a difficult task. We hear the jaded marketers at the back thinking, “how could I possibly make tons of videos for several micro audiences?”. With algorithms needing to surface more content than ever, your chances of being found and seen are maximised by making more content.
And when making “more” video is a good thing, this way of looking at your target audience becomes a positive.
You can create a video that does both, by distributing it to a larger target audience while also modified into fitting with micro-target audiences – do this by creating several versions of the same video and changing its images or title.
Swedish bank Skandia does exactly this by using Storykit:
“We have specific topics like pensions, mortgages, and health, but we talk to many target audiences, such as companies, private individuals, and different age groups. A 25-year-old who has just started receiving a pension from their employer is undeniably a different target audience to a 45-year-old in the middle of his career or a 65-plus person who is about to select their pension. Storykit helps us to quickly duplicate a video and rewrite the message to each target group,” says Jesper Carlson, who is responsible for Skandia's editorial office.
This is where we have to talk about ‘likes.’
It is perhaps shallow to single out ‘likes’ alone, so let’s use the term vanity metrics; they may make you and your brand look good, but they don't say much. They don’t help you to reach your goals nor do they help inform decisions for future strategies. Keep this front of mind when setting goals.
For example, if your company books thousands of meetings every month thanks to your video strategy, but almost none of them lead to more business, then something’s wrong. It’s a pointless metric. You have to be ruthlessly honest about these.
However, in the context of video, social vanity metrics stand in the way of our work.
After having made a great video, it’s common to expect an enormous flood of likes and comments (and then be let down).
It's not strange that these types of goals have become ‘The Goal’ on social media. This is partly due to the fact they are visible; every extra thumbs-up or heart on your post is a public statistic you can measure yourself with. Even the algorithm interprets these interactions and uses them to push out your content, increasing the organic reach of your videos.
So, vanity metrics are not always an ugly thing.
However, the problem with relying on them is, as aforementioned, they don't actually help you reach your goals or to make informed decisions about them. And, they can be completely counterproductive. So, make content that drives people to make the right choices.
Drive business without driving likes.
What should you look at if you shouldn’t look at vanity metrics? What should you focus your video strategy on? Can you even use video for something other than the early stages of the targeting audiences? Can video really provide business benefits? Let's talk about that.
First, a quick refresher on the funnel: The marketing funnel is a model to visualise what you want to achieve within your operations.
It’s shaped like a funnel, and in the end it sifts through the consumers that are ready to buy your product. This model makes it easy to decide the goal of your video strategy and gets your message across in the best way.
So you really could, no, you really should, use video in every step of the buyer’s journey.
A disclaimer before we begin; telling other companies what goals they should set for their marketing activities is as stupid as explaining to other parents how they should raise their children. No purchase funnel is the same: set goals that reflect what you really want to achieve for your customers.
Here, we use experiences from our business to show what you can do.
Further reading: How to make a video marketing strategy that works
When you pour the audience down into the top of the funnel, the purpose is to make them aware of the problems that your product solves. It also needs to make audiences know you and your brand actually exists. For this reason, video can play a crucial role in helping you reach the audience, wherever they are, with whatever topics they are interested in.
At this stage of the funnel, you can really explore and go crazy with your storytelling and the topics that your audience is curious about.
Right now, the feeling you want to evoke in the recipient is much more important than what you want to say about the product. You can also establish thought leadership by talking about an issue that is close to your customers’ hearts that can, coincidentally, be linked to your product.
Just remember to be clear when it comes to your brand. You want to evoke feelings that will become associated with your brand, and this can be done through clear colors, logos, jingles, or slogans.
At the top of the funnel, you throw out a large net and hope to catch lots of fish. In addition, you usually want your video to be received well and for engagement to be high. But as we have just said: think carefully about whether your video, and its goal, really is the type of content that should drive ‘likes.’
This type of engagement is often driven by classic social media tricks such as playing on strong emotions or encouraging someone to ‘tag a friend.’
Is working this way suitable for your organisation? If yes, then go on! But for most organisations, this type of communication is both pointless and harmful, skirting on acting like the ‘cool mum’ from Mean Girls. Simply put, you're trying too hard!
In such a case, it’s much better to look at the number of views and retention, aka how long people have watched your video.
Top of funnel KPI examples:
At the middle of the funnel, we take a big step closer towards selling without losing the focus on creative user value. At this stage, you should be helping the audience to make informed decisions: you need to be a credible and lovable sidekick along this journey.
At this point, you often want the audience to leave the platform and go to your site. Balance telling a good story and making them come back for more. Save a slice of your brand cake for later so that they come again, clicking and hungry. To do this, don't stray away from creating eye-catching and teasing videos.
Mid-funnel KPI examples:
Depending on the type of product or service your company sells, these goals can differ greatly but should always have a common aim of being able to see that the audience has taken a step closer to buying from you.
It’s time to sell! Your video content needs to drive a call to action. The purpose is to get the user to buy, buy, buy. The audience by now should know what your company stands for and what they can do with your product. You no longer have to tiptoe around the elephant in the room.
“When using ads on Facebook, don’t be discreet. It’s better to be crystal clear from the beginning,” says Josefine Billström, Creative Strategist at Facebook.
Additionally, should you ever invest resources in creating many different types of videos, do it during this final phase. Don’t do it to convey a thousand different messages though; do it to test a thousand different ways to continuously find what attracts the most potential buyers.
Bottom of funnel KPI examples:
Of course, these goals depend on the business you run. What they should all have in common is that the customer should be entering the "buying" phase. And for us at Storykit, this is about being able to fill the sellers' calendars with qualified meetings.
We’ve teamed up with Daniel Bromberg, paid ads expert at LinkedIn, to give you the ultimate playbook on LinkedIn video ads.
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?
