The Storykit blog

Increasing the accessibility of your video content is essentially a matter of catering to more people. 

– No less than 20% of all people have some form of disability, so if you adapt your content, more people will be able to access your information, says Mikael Hellman, visual communicator at the city of Malmö in Sweden.

Since last autumn, it's now a legal requirement for all companies within the public sector in the EU to include subtitles and audio descriptions in their videos. Still, all companies can benefit from increasing the accessibility of their video content.

The question is, does that require a lot of extra work and resources? Just the thought of including subtitles and audio descriptions in all videos is enough to freak anyone out. But don't fret. Here are five great tips about how you can do it without breaking a sweat. 

1. Focus on the manuscript

Most people watch videos on mute on social channels. This has naturally evolved into most videos being subtitled for social platforms. Having a good manuscript has therefore become the very foundation of any successful video. We at Storykit recommend that you write the manuscript first. Why not create a first version of the video, using only a white font against a black background? If that works on its own, you can then improve it with the imagery of your choice. 

This method makes it a lot easier to create highly accessible video content. Your text/subtitles are already sorted, and in order to create the audio description, you only need the manuscript to be read out loud. If you are using Storykit our automated voice-over function takes care of this in a few seconds!

– There are certainly many occasions when a voice-over doesn't suffice as a complete audio description. But regarding the type of video content that is currently dominating our social channels – mainly scripted videos created for viewers that watch without sound – this function is going to be very helpful, says Fredrik Strömberg, VP Product at Storykit.

Read all about the automated voice-over in Storykit here.

2. Simplify your manuscript 

• Write shorter sentences, for example, by removing "and". Use full stop instead and split it into two sentences.
• It's always better to opt for basic words in a video manuscript.
• Avoid abbreviations and parentheses as much as possible. It makes the text more difficult to read out loud.
• Don't repeat yourself.

3. Larger fonts, fewer words 

Larger fonts make it easier for the viewer. The larger, the better. When you work with script-driven videos it's essential to write text that's easy for everyone to read. By using fewer words per slide, you make it more accessible. 

4. Improve your story 

As you scale down the number of words you use, you can also be more discerning in terms of what information you want to include. An example: If you have a quote, you can add a slide with the following text: "The Mayor of London explains". 

5. Use colours and graphics

It's important to choose colors that don't blend in with the text. You're best off using a background plate to make sure that the text really stands out in many instances. Remember to use contrasting colors on the background plate and the text. White text on a yellow background is, for example, not advisable. 

All Storykit slide templates have been designed with contrasting colours, as they were created with high accessibility in mind. The user can also adjust the colours to increase the contrast. Since we always keep accessibility in mind, it's harder to "go wrong" in Storykit than other tools.

6. Avoid complex elements

A moving graph can be challenging to understand, as with all other images that are packed with information, so avoid these. Also, keep in mind that graphics can be confusing for people that are colour-blind. A red and a green box may not be enough to illustrate "yes" and "no", but the words "yes" and "no" must also be included.

Storykit has been one of the market's leading tools for easily scalable, professional video production for almost three years now. Today, over 300 companies and organisations produce their videos with Storykit.

Since last autumn, it is a legal requirement for all videos in the public sector in the EU to have subtitles and audio description. To facilitate this process, Storykit is now introducing automated voice-over.

– We understand that this functionality will make life easier for our users – especially our hundreds of users in the public sector – but making videos accessible to so many as possible should essentially be a priority for all organisations, said Peder Bonnier.

AI functionality

Automated voice-over is an extension of the AI functionality launched by Storykit last autumn, which enables users to produce video at an impressive speed.
– Our vision is to help companies and organisations to tell all their stories with video, and thanks to our AI, we have already solved many common issues. And now we solved another, said Peder Bonnier.

Initially, the voice-over function will be available in Swedish, English, and German, but more languages are coming soon. Fredrik Strömberg, VP Product at Storykit, said:
– It's a smart process in which we take the liberty to lengthen your video slightly if the text is long and requires more time. The voice can also be mixed with background music or other background sounds and be downloaded if required.

Video dominating social channels

With the use of automated voice-over, this task can be performed by anyone.– 
– There are certainly many occasions when a voice-over doesn't suffice as a complete audio description. But regarding the type of video content that is currently dominating our social channels – mainly scripted videos created for viewers that watch without sound – this function is going to be very helpful, said Fredrik Strömberg.

Not long ago, when customers felt the need to express disappointment or negative feedback to a company – they would call or send an email. Today, a brand’s Facebook or Instagram page is the go-to. And when customers turn to social media to vent, hundreds or even thousands might be watching. Social media is thus not only a place for customers to interact with brands they love – it’s a (sometimes unintentional) platform for customer service. Social media is obviously also a fantastic scene to get closer to your target audience.

As a social media communicator, I need to consider and balance both (at times reluctant) aspects. Here’s what I’ve learned: 

How to handle negative comments on social media

1. The kill them with kindness approach works

Often, most human beings just want to be acknowledged. You don't have to take on every discussion, sometimes just telling someone their opinion matter, is enough. No matter the subject.

2. Prejudices are sometimes helpful

The word prejudices here should obviously be taken with a pinch of salt. But when communicating with an audience, I make sure my tone of voice is appropriate with the assumptions I receive by viewing someone’s profile. Their age, experience of social media, the product we sell, etc. Make sure to meet them halfway, in a sense. 

3. Being witty will get you a long way

Being humorous without being sarcastic online can be a bit tricky. The best way to find your tone of voice is by experimenting. Referring to people by their names and adding emojis or GIFs to your comments are easy ways to connect with your audience. Look for every opportunity to come across as personable, warm, and friendly.

4. When aware of an error or mistake – be humble

It’s easy to take on a defensive approach when realizing there’s been a mistake. But on social media, evading an error only leads to a dead end. Instead, thank the customer for acknowledging and noticing the issue. A win-win as the customer comes forward as attentive – and yourself as humble.

5. Honor the service in customer service

The way to make your social platform an enjoyable place for your customers is by asking questions and replying as many comments as possible. The goal is to truly encourage a two-way conversation, rather than controlling an interaction in which only your messages comes across.

To make a video on social media you need a good script – but what is a good script? And how do you write one? Storykit asked a pro to share her best tips.

Want to learn more about scriptwriting? Download our e-book packed with tips and tricks here.

You can always improve your scriptwriting skills – especially by listening to other writers. Storykit talked to Anna Kleinwichs Magnusson, a copywriter who founded Stockholms Skrivbyrå (“writer’s agency”). In the podcast Storykit Talks she describes how she works with video scripts and shares some key insights. Here are her 10 best tips to write better scripts for social video:

1. Think before you write. What do you want to say – and to whom? How should you tell your story to this person? This way you can narrow the video. If you want to sum up as much information as possible – make several different videos instead. The tighter the angle – the better the video.
2. Make a disposition. Even if you’re just making a 15 second video with 4 lines of text. Make a list of what you want to include in the video and make sure it follows a dramaturgy – that it has a beginning, a middle and an ending. Then you can start with the copy.
3. Be very specific when you choose your words. If you can talk to a niche audience in their language, it’s likelier that you will get your message across. Avoid sweeping, abstract expressions, like “Full Service Agency”. Be precise.
4. Boil the copy down to micro copy. Just like when you’re boiling jam – you start with a pot full of berries. But the more you boil it down, the better the result. Rephrase until you find exactly what you want to say with as few words as possible.
5. Don’t forget punctuation. Finishing your sentences has a good feeling to it – to both readers and writers.
6. Always ask someone else to check your copy. Sometimes a word that seems normal to you might be awkward to others. One example might be “bursting” – for some it’s an energetic word, others feel uncomfortable reading it.
7. Try to be as positive as you can. If your video script has negative expressions, try to twist them around and make the statement in a positive sense.
8. Don’t be too formal. A good jargon is better than written standard in videos. Write as if you’re telling the story to your friend or your mum – without getting chatty.
9. If you get stuck: Ask yourself how you would make the video as bad as possible. A video that no one understands or want to watch. That way you might see clearly what needs to be done to make it good.
10. Tempo is key. Don’t write long sentences that won’t fit in one screen. And try to switch in even shorter sentences. Sometimes a sentence of 2-3 words can be more effective than 10 exclamation points.

If you know Swedish you can listen to the entire interview with Anna Kleinwichs Magnusson on our podcast Storykit Talks, you can find it on Apple, Google,  Spotify, or loads of other Podcast platforms.

Or, you can watch it on Youtube here:

The need for information in a crisis is basically endless. Video is certainly the best medium for delivering that information to your audience. The big question is how you can do that without making any mistakes. Let us help!

We are in the midst of a completely unique situation. As COVID-19 is spreading all over the world, the need for information is growing rapidly. We want to know what to do about our children’s swimming practices, what we can do with the tickets for the concert we were supposed to go to next week, if the local store has changed its opening hours – yes, we have questions regarding pretty much everything. 

Communicating with social video is the best thing companies can do right now. We know that video drives engagement and that people really do pay attention to, understand and remember information that has been communicated with video. We also know that social media is where we can reach our target groups, simply because that’s where they spend their time.

So, what do we need to consider when we create videos under these unprecedented circumstances? We have made a list of six fundamental issues to keep in mind.

6 things to consider when communicating with video in a crisis

1) Identify your target group and its needs

To know who you are talking to and why is fundamental when it comes to all types of communication. But if you are to inform people about something – especially concerning a situation that people are anxious about and when there is a lot of misinformation going around – you have to be absolutely certain about this. It’s a big difference between sharing new opening hours with your customers and reaching out to as many people as possible with hand-washing instructions.

Questions to ask yourself:

• Who are we talking to?
• What do they need to know?

2) Know your role

In general, companies usually have a lot of flexibility in regard to what subjects they can get involved with and talk about; even if it doesn’t concern their core activities, as long as it’s of interest to the audience. But in times of crisis, there must be firm boundaries in place. This is the time to only talk about subjects that are within one’s expertise. Otherwise, it might cause confusion, error and it could even harm people. Let the experts be the experts. 

Questions to ask yourself:

• What is our role in this situation? Is it truly our place to calm people down? Or caution them? (The answer is usually “No, our role is to inform them, and only about our business.”)
• Are we experts in this field? (If you are not, then leave it to the experts.)
• Is this subject really about us and our business?
•  Why are we doing this?

3) Take your video seriously

Video is usually a pretty playful format. But not now. On the contrary, it’s more important than ever to be as clear and concise as possible and to do the necessary research. If you have one minute; make sure that you take advantage of every single second. And avoid being too emotional. Although the video format is great for establishing a personal connection with your viewer, it’s hard to remain informative when emotions take hold of us.

Things to consider:

• Do the work: do careful research and express yourself efficiently.
• It’s ok to have a personal approach but remember to put your feelings aside when making an informative video. 

4) Be extremely clear

In this situation, you can be excessively clear in your videos. You can be clear about what you do know and also about what you don’t know. And make sure to include your sources and make your references clearer and more accessible than ever before. Consider adding a note like “this is official information” or “the advice comes from the Public Health Authority”.

Things to consider:

• Don’t spread any rumors. If you have to share information that you are not 100% sure about, make it very clear (write something like “we are posting updates on an ongoing basis”).
• Proper references are more important than ever.

Your audience's reaction can variate. Here's how to handle any negative comments.

5) Create new material and delete outdated posts

When the information is constantly changing, your communication must do so too. This is the time to create new videos continuously and – which is an unusual recommendation in the realm of social media – make sure to delete old videos. Of course, it hurts when you have to remove a video with 100,000 views, but you really must make sure that you are not holding on to videos that provide false, outdated information.

Things to consider:

• Create new videos as soon as the situation/information changes.
• Use time markers, like “this decision was made on Sunday afternoon” or “the current information suggests”. Why not use time markers at the beginning of the video for clarity?
•  Remove old videos!

6) Sharing is caring

In a crisis, you can ask people to share your video content – more explicitly than you normally would. People are much more inclined to share information that they consider important for others. It’s also very important to share others’ information, especially information outside of your expertise that would be useful for your audience.

Things to consider:

• Have the courage to ask people to share, both in the video and in your post
• Tell others if you have done great things and share it
• If you see others do great things: share, or ask if you may use parts of it
• When you want to provide information outside of your expertise: share!

With social media, you can reach the world with your content. But should you? Storykit explores the benefits and challenges of localizing your content on social media.

Do you want to know more about localizing video with Storykit? Let us know!

There are two trends in social media marketing right now. On the one hand, we are moving towards a more global market. On the other, we try to get as close to the recipient as possible.

Sarah Larsson Bernhardt
Head of Social på SKF

Sarah Larsson Bernhardt is Global Head of Social at SKF, one of Sweden’s largest brands in terms of global expansion. You can find the brand in 130 markets around the world. So making localized content is important.

– Although we are a global company based in Sweden, Swedes are very good at English and we exist in markets where English is spoken – it’s not always the case. If we are on social media, and social media is about the relationship between brand and consumer, then we have to communicate in local languages to be credible, she says.

Is the language the only thing you should think about?

– Language is the obvious part, but the choice of visuals and cultural aspects are also important. There can be different ways of telling things to make it feel natural, Sarah says, and continues:

– In Sweden, we may want to celebrate “The national cinnamon bun-day” in our social media feed. But in Indonesia, there might be other things they want to create content around. Another example is Christmas cards that are snowy in Sweden, but sunny in Brazil.

All about the resources

Traditional tabloid journalism has always been as local as possible, there is a reason why you mostly write about things happening in your hometown. Why isn’t this standard for marketing departments?

– It’s all about resources. Lack of time and competence challenges in the local offices often leads to you doing everything from the head office with English as the company language. But if you have the opportunity to localize, always take it. You get much closer to the audience, says Sarah Larsson Bernhardt.

So how do you localize content?

SKF has solved the challenge of lead times for translations and proofreading, by using Storykit as their tool for video creation. The head office makes a master copy, ensuring that text lengths and graphic profiles are consistent. Local offices then translate the script, change pictures and replace quoted people with a local representative.

– There is an internal pride in making a lot of videos – it engages our followers.

For anyone who does not use Storykit to localize a large amount of video, Sarah Larsson Bernhardt has one golden tip:

– Look at what is most important for you to communicate – at least customize that material.

You can hear the entire interview with Sarah Larsson Bernhardt in the Storykit Talks podcast (it’s in Swedish). Don’t miss her podcast Social by Default, which Sarah co-leads with Deeped Niclas Strandh (also in Swedish).

Or, you can watch the whole episode here: