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.
November 22, 2021
November 22, 2021
This article is an extract from our e-book "How to write winning script for videos on social channels". Download and read the whole e-book here!
Get to the point, and get rid of everything that’s unnecessary. No script has ever been made worse by being shortened. A common writing tip to get started with your script is to "let the text flow". Write down everything you want to say and everything you want to include in the script. But be prepared that you will have to be harsh with the text once it’s finished.
An advantage for the viewer when watching a video instead of reading a text is that the creator has had to think about it. If you only have 60 seconds, you simply have to make sure to sift through the most important things in what you want to say.
– Every sentence in the script must be so strong that it can stand alone, says Magnus Dahl at KIT says. He usually reworks his script by asking himself: “do I really need to say this?”. – The answer is usually “no”, and you can remove half of the script.
Do you like to use complex words and expressions? You better don’t do that in your video script.
A classic old copywriter rule is to "write as you speak". Of course, this does not mean that you should fill the text with a lot of "eeeeh", "errrr" or "hmmm", but that you should write so that people understand.
But doesn’t everyone do this? Quite the opposite. Even seasoned writers are sometimes struck by the strange instinct to formulate themselves too awkwardly.
The problem with this is that if you express yourself in a complex way, it’ll be harder for the recipient to understand the message. Instead, do the following:
No one likes to get through a long text where the tempo is the same all the time. The same goes for your video.
The tempo of a social video is often quite high, simply because you have so little time to say what you want. But even in a 60-second video, it’s generally a good idea to vary your story by changing your tempo.
In Storykit, you can vary the narrative tempo by using different slide types, or by changing the duration of a specific slide. But even when writing your script, you can easily make sure to vary the tempo. You do this, for example, by alternating longer and shorter phrases. In a video, one or two words left alone can have a much greater effect than ten exclamation points.
Choosing active form ("we launch...") instead of passive form ("is launched...") does a lot for how your video is perceived. The benefits of writing in active form are many:
Addressing the reader directly is an effective way to get close to them in your video. For the scriptwriter, it’s always a good exercise to try to turn the script to "you" instead of focusing on "me" or "we" all the time.
What happens, for example, if you are to launch a product while trying to direct the words towards "you"? Well, instead of writing "our platform makes this super quick…" you have to automatically focus on the recipient and maybe instead write "now you no longer need to spend your time on..."
A general tip when writing a script is to have a positive tone. If you use negative expressions or negations, try to replace them with positive ones to make your audience perceive your video in a much nicer way.
Of course, there are brands with a very specific tonality, and there are also occasions, purposes, contexts, and topics that might require a custom tone. But if you have the option: choose to be positive.
Daring to tell the viewer what you want him or her to do is not something you need to be ashamed of in our fast-paced information society. On the contrary, the reader often wants to know what the content really leads too. Can I read more? Download? Buy? Get a demo?
When your script is finished: read it aloud to yourself. If you get stuck on something, the viewer will probably do the same. If the tempo feels slow, then the tempo is probably slow in your finished video as well. There is no better way to test your script than to read it.
The final thing you should do is ask a colleague to read through your script. In addition to proofreading it, you want your colleague to:
When you have edited too much of your own text, the risk is that it becomes incomprehensible.
November 22, 2021
November 22, 2021
This article is an extract from our e-book "How to write winning scripts for videos on social channels". Download and read your free copy here!
Good copywriters usually say that the whole point of your first sentence is to get the reader to move on to the second sentence, which should get the reader on to the third sentence... and so on.
If you make video on a storyboard, as in Storykit, the same rule applies: your first slide should make the viewer hang on to the next slide and the next... As your video starts automatically on social feeds, your first slide will be the first (but preferably not the only) one your potential viewers see. That's why you have to make the beginnings extraordinary.
But how do you do that? Here are five different “hooks” that can help you hook your readers:
People are curious. If you manage to ask a question that tickles your viewers’ minds, they’ll likely stick around to the end for the answer. If you start with a question, however, you shouldn’t make any of the following mistakes:
If you start your video with a bold statement, it really does not matter if the viewer agrees or not. They will still nod and want to look further. Here, of course, we’re not talking about provoking for the sake of provoking, but showing that you have a clear opinion is a great way to engage the viewer.
A quote always signals that there is a person behind the words, which is always relationship-building towards the viewer. Therefore, look for good quotes to start the video with and dare to test it.
Immediately showing that you’re aware of the problems your audience needs to solve (preferably with the help of your product) is usually an effective way to get people hooked. Here it’s good to really think about your micro-target audiences and dare to talk about specific problems to stand out of the crowd.
We like to see clear figures, facts, and stats. It creates a sense of credibility and newsworthiness. Instead of telling them what facts they will see, try throwing the actual number at them on the very first slide!
November 17, 2021
November 17, 2021
This article is an excerpt from our comprehensive e-book, "How to Write Winning Scripts for Videos on Social Channels." Want to create compelling video scripts that engage your audience and drive results? Download your free copy today!
Rhetorical questions can be a powerful way to grab attention, but in a fast-paced 60-second video, they can confuse your audience. If you’re not 100% sure they add value, leave them out to keep your message clear.
Why use two words when one will do? Phrases like "warm up," "serious crisis," or "completely unique" take up unnecessary space. Instead, keep it concise with just "warm," "crisis," or "unique."
Wordy phrases, or “word salads,” dilute your message. Instead of saying "because of the fact that I...," simply write "because I…." A clear, direct script makes your video more impactful.
Long, complex sentences can slow down the pace of your video. Instead, break them up into shorter, punchier sentences to maintain a dynamic flow and keep viewers engaged.
While headings help structure blog posts and articles, they can clutter a video script—unless you’re creating a purely informational video. Keep it fluid to ensure a natural, conversational tone.
If a slide in your video feels too text-heavy, it probably is. Instead, simplify your message, spread it across multiple slides, and use visuals to reinforce key points. A clean, easy-to-read format enhances viewer retention.
Want to master the art of writing effective video scripts for social media? Download our free e-book now and take your video content to the next level!
October 25, 2021
October 25, 2021
The most common question we get at Storykit is, “how long should my video be?”, and we understand why you ask this question. The format is new and the platform is fast. Naturally, it’s nice to have some guidelines to rely on.
One problem, however, is that there are so many myths about how long a video should be on social media. Some have heard that a video should be no longer than 5-15 seconds while someone else has read that Facebook recommends videos over 3 minutes long. Even Facebook denies this:
– The recommendation we give is that your video should be as long as it needs to be if you just manage to keep it interesting, says Josefine Billström, Creative Strategist at Facebook.
At Storykit, we usually give the same recommendation and have enough data on our own material to be able to conclude that there is no strong correlation between the length of your video and how long the audience watches it.
That being said, we have still gathered a list of "suggested" social media video lengths per platform that you can use to guide you.
These stats were taken from Hootsuite:
Don't forget to look at these statistics with a grain of salt. These recommendations may vary based on the nature of your content and target audience. It's always beneficial to experiment and analyze the performance of your videos on each platform to determine the optimal length for your specific goals.
October 22, 2021
October 22, 2021
It’s been several thousand years since the philosopher Aristotle stated that a story should consist of three parts: a beginning, a middle, and an end. Since Aristotle, a lot has changed concerning how we define stories and how we tell our stories. Today there are a plethora of other classic storytelling structures that can help you along the way.
But, you might be thinking, isn't it cheating to start from an existing structure? Or do I not compromise my creativity if I use a template? Naturally, the answer to both of these questions is no.
Storytelling structures and templates not only save time, evoke creativity, and lets you add what's important, and remove the stuff that's not.
Let's list some storytelling techniques that work just as well for a lecture as for a video or a Facebook post.
As most of you probably know, Steve Jobs, the founder of Pixar and Apple, was one of the most successful commercial storytellers of his time. Looking at the lectures he gave in connection with Apple's product release are still true crash courses in storytelling. He also applied one of the most classic storytelling structures, borrowed directly from Hollywood.
He divided his stories into three acts: “Setup”, “Confrontation”, and “Resolution”
1. Setup: Here we’re introduced to the existing world and why there’s a problem with the status quo. We also meet some kind of hero.
2. Confrontation: in act two, challenges arise and an event forces our hero to solve a number of problems or to overcome an obstacle to reach his goal.
3. Resolution: in the last act, the hero finally defeats the antagonist or solves the problem, which ultimately makes the world a better place.
Example:
The marketer Dave Gerhardt at Drift sat down and studied lots of lectures by Steve Jobs, and he then created his own version of Jobs' narrative structure, which might feel clearer to some:
1. Tell a story: start with a story or a hook to engage the audience. This can be something personal, like “this morning, when my daughter spilled milk, I realized that...”.
2. Pose a problem: clarify the problem. If you’re a marketer, you should keep this short and simple by focusing on one single problem.
3. State the solution: the obvious order is to state the solution to the problem.
4. Proof: proving that you’re telling the truth is important at this stage. You might use the voice of a customer or use some other method to get the audience to trust your solution.
5. CTA: what is the viewer supposed to do with this information? What does it lead to? Be clear.
Example:
If you haven’t seen Simon Sinek's TED Talk “How Great Leaders Inspire Action” then it's really time for you to do so. With his framework, you can quickly tell a story that goes deep:
1. Why: Think like Sinek “start with why”. Why are you there? What do you want the audience to feel?
2. How: How do you fulfill your why?
3. What: What do you do to fulfill your why (it’s here you mention your products and services).
Example:
This is a classic copywriter trick that’s easy to use in any type of storytelling:
1. Before: describe your current world and its problems.
2. After: describe what your world would look like if the problem was solved.
3. Bridge: this is how you get there.
Example:
This is another excellent trick borrowed directly from the copywriter world to quickly paint a picture in your story:
1. Problem: identify the problem
2. Agitate: amplify the problem until you make it uncomfortable.
3. Solve: solve the problem.
Example:
This model is great simply because it’s so easy to remember. Imagine a star, a chain, and a hook—and you’re set.
1. Star: open with something that catches your viewer’s attention, something positive.
2. Chain: the chain is a series of compelling facts, advantages, sources, or evidence proving that your introductory “star” is trustworthy.
3. Hook: the hook is your powerful Call To Action. What should the viewer do next?
Another way of looking at this structure is that the Star catches the audience's attention, the Chain creates their need for the solution and the hook shows what they should do to get their hands on the solution.
Example:
October 7, 2021
October 7, 2021
If you truly want to understand how well your storytelling on social media is working, there is an outstanding tool for this: Audience Retention.
(You can find retention graphs on many social platforms, but in this e-book we will be focusing on Facebook Audience Retention, since it’s one of the easiest to use and understand.)
Audience retention (sometimes referred to as “viewer retention”) measures the proportion of viewers of a video who watches the video through to the end. At Storykit we believe that retention is the single most important metric for every video producer who wants to tell stories in social. There are, of course, loads of metrics that can be important for you to know if your work is having any effect. But retention is is the only metric that will tell you anything about the actual quality of your video. It’s also a truth-teller regarding what your viewers genuinely think about your video. So if you haven’t paid any attention to your retention graphs, it’s about time.
To understand how to interpret retention, we have to examine the full retention graph. What we should do is to divide the graph into three separate parts with fundamentally different “meaning”. A drop in retention at the start or towards the end of a video simply does not mean the same thing as a drop in retention right in the middle.
A typical retention curve from the Facebook newsfeed looks something like this:
In this fictional video 5% of the initial audience stays until the video is finished. Not great, right? But is it really so terrible? And more interesting yet — what could have been done to improve it? To determine, we have to break this retention curve down further.
Independent on how great your f ilm is, a lot of people will drop out during the first 10 % of playtime because of targeting — the video is simply not relevant for them. This is primarily due to the nature of distribution which — in the case of the Facebook newsfeed — relies on ”auto-play”. The viewer has not chosen to see this film — it has simply appeared in their feed.
There are ways of reducing the targeting drop, but we don’t think you should worry about this too much. There is natural selection of audience in this drop that can be productive for the rest of your f ilm. One could even argue that if there is no targeting drop, the video has been underdistributed, because everyone it reaches want to actually watch it.
Let’s be honest: People do not stay to watch your great-looking outro. The story is finished, so they move on. If you have your most important information in the outro, you should probably rethink your script. If not — you should not worry about this drop too much. But this is also why you shouldn’t focus on how many viewers you still have left at 95% of the video.
You will be losing viewers in the beginning and the end of your video. Don’t worry too much about it.
Between the “Targeting drop” and “The Outro drop” is “The Zone of Productivity”. This is the part of the video that you should really evaluate. These are viewers that have chosen to watch your film, who have decided to consume it, and who have not yet watched it to its actual finish (before the “Outro drop”).
This part of the curve, obviously, should be as flat as possible. In this hypothetical film, we loose 1/3 of the viewers in the area of productivity. Maybe not great, but way better than 95%. But most importantly: we now have a real foundation for analyzing our video. It is obvious that we are loosing viewers at two specific points in the video:
In this example we have identified two parts of our video and our script that we need to examine closer to create a perfect video. Luckily, in Facebook it is extremely easy to scroll the retention graph and get a clear idea of where in your video the audience is dropping off.
Use these insights to create even better video, the next time!
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?
