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.
May 10, 2024
May 10, 2024
Posting a lot and sharing engaging written content, along with stock images and screenshots, is essential for growing your brand's presence on social media.
However, incorporating real, candid insights and experiences from the people who shape your brand can add a layer of authenticity.
And this isn’t just our opinion. It’s no secret that many successful companies on social media enhance their feeds with videos featuring actual people, alongside their core content types.
Are you ready to elevate your brand in a similar way? Keep reading to learn how.
In the fast-paced realm of business, platforms like LinkedIn and Facebook are more than networking sites—they're hubs for professionals seeking to elevate their careers and streamline their workflows.
The quest for valuable content has users digging for gold through the feeds—searching for insights from trusted brands and thought leaders, along with practical tools that promise career advancement and enhanced efficiency.
While traditional content forms like articles, PDFs, and ebooks are the base of your strategy, there's something uniquely compelling about real, face-to-face thought leadership content.
In fact, according to LinkedIn, video content gets 5x more reach, and live video gets 24x more engagement compared to other types of content. This suggests that showcasing real individuals associated with your brand could significantly enhance the efficacy of your marketing efforts, as people tend to connect more deeply with other people rather than with corporate messaging alone.
For example, here are two companies we've discovered on social media that are enhancing their feeds with added authenticity.
Refine Labs' LinkedIn feed has a variety of videos that showcase team members sharing nuggets of knowledge. These snippets, often derived from longer webinars or podcasts, are perfect for on-the-go consumption. With a following of over 40K, it is clear that many professionals like this genuine, human touch that they have added to their brand image.
Similarly, Chili Piper utilizes the expertise and unique personalities of their team members to build trust and credibility with their 66K+ followers. By sharing short clips where team members provide valuable insights about their products or effective strategies for their target audience, Chili Piper creates a more personal connection. This method highlights a key understanding: people form more genuine connections with individuals rather than with faceless corporate brands.
So, what makes these "face-first" formats so compelling? They come with a twofold advantage:
Now comes the fun part. Watching videos with real people is always inspiring, but creating them might seem daunting. Where do you even start?
Fortunately, we're here to simplify the process for you by introducing two effective methods for creating engaging videos with real people for social media using Storykit. Regardless of your comfort level with video, there's a strategy that can work for you.
Talking head videos, like the ones we've showcased above, are incredibly effective for boosting engagement, especially on professional networks like LinkedIn. These videos, featuring direct-to-camera dialogue, are a powerful way to humanize your brand and connect with your audience.
Many professionals create these videos using snippets from webinars or podcasts or by recording brief personal statements. While capturing the footage is straightforward, the real challenge is turning them into more engaging clips for social media. Tasks like accurate transcribing, intros, outros, and layover graphics are essential but can be challenging without editing experience.
That's where Storykit comes in. We make all this easy.
Example: Here is an example of a talking head video our Community Manager, Heidi Bordal, made to promote our webinar series.
For times when you lack talking-head footage or when team members are camera-shy, we have a creative solution: silent interviews. This technique, a favorite at Storykit, is ideal for presenting genuine personas without the need for them to speak on camera.
Consider the scenario where someone, like your CEO, shares a remarkable insight but is reluctant to appear on video or social media. Silent interviews are the perfect workaround.
You can film them in natural, unguarded moments and overlay the video with their meaningful quotes. For example, here we captured our CEO engaging in a casual conversation about poetry and we complemented it with a profound quote to make content that is authentic yet insightful.
Alternatively, if you're aiming to share key takeaways from a webinar without delving into complex editing, simply place a relevant webinar clip as the background and overlay it with the key quotes spoken during the session. This eliminates concerns about subtitling, syncing, or audio quality.
The silent interview format is versatile, suited for any situation where individuals prefer not to be on camera or when you want to capture candid moments without the pressure of a traditional interview setup.
Further reading: Create stress-free thought leadership videos: The power of silent interviews
By integrating real faces and stories into your social media strategy, you not only enhance your brand's narrative but also fosters a deeper, more meaningful connection with your audience. Embracing authenticity resonates strongly with today's consumers, and harnessing the compelling power of video allows you to authentically bring your brand's essence to life.
April 2, 2024
April 2, 2024
Got open job roles lurking on your careers page for a little too long? Let’s capture those recruitment leads.
The bad news: posting a link on LinkedIn isn’t enough to get people banging down the door for a job anymore (and it probably never was).
The good news?
We’ve got a full guide on how to optimize your recruitment marketing with video, including which types to use and how to create them. Let's fill those empty desk seats.
Spoiler alert: After reading this guide you'll never want to use anything BUT VIDEO for your recruitment strategy ever again.
Recruitment is often in a totally different part of the office to marketing, but we’ve never understood that.
After all, finding the right recruit is a huge marketing job in itself;
And since candidates have more places than ever to find their new role, it’s the right time to adopt unique and creative ways to drive demand when advertising new roles—specifically, through video.
“How’s video going to help me with my recruiting?”, we hear your weary HR department ask.
We'll first off, 70% of job seekers will watch a video job post resulting in engagement rates that are 8X higher than traditional text job ads. But if that's not enough to convince you, here are a few more key reasons why recruitment and video are the perfect pair according to Stories Inc.:
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The stats don't lie. Video is proven to help attract the right candidates at the right time.
A one size fits all approach no longer works when marketing your open roles.
Social media and video platforms will only show audiences what they truly want to see, and your content needs to reflect this: today, you can’t assume your content will be seen—that is why you need to create a lot of videos that spark different emotions in your candidate pool.
Think outside the box and ask yourself, “What would convince the right hire to take this role?”.
Chances are you have a million awesome benefits written in your job description and in other places. The more you pull the curtain back, the more the right hire will get seriously excited about your role.
Now finally, the fun part! Hopefully by this point the wheels are starting to turn and you are getting exciting about the types of videos that you can make.
However, you may be thinking where do I even start?
The answer... Storykit. Why? Because Storykit has AI capabilities that enable you to turn any text into engaging video.
This means, once you have your job description ready, all you have to do is:
See exactly how easy it is to create recruitment videos in Storykit below.
As a recruiter we know you have a lot to do. So why work harder when you could work smarter?
Here are three reasons why using Storykit to craft your videos is a great idea…
Go post something about the job ad”. Sound familiar? Chances are your creative department or agency doesn't have time to help with recruiting content. Meaning that you need to be able to do it yourself, and now you can (thanks, Storykit!).
Stuck waiting for the green light again? Approval processes can really jam things up. But here’s the game-changer: with Storykit, you can let your HR or talent acquisition team take the reins on making the recruitment videos they need. No need to hover and double-check every frame. Why? Because your brand’s whole identity – we’re talking "visual branding" – it’s already locked and loaded in your account. And get this, Storykit’s AI? It crafts videos based on just the words you input. So you can relax, knowing your brand’s voice isn’t just being heard; it’s being amplified, all without you needing to peek over someone’s shoulder. Trust the process, trust the tech, and let the magic happen.
Remember when we talked about needing a ton of video content? Well now you can create it no problem. Use Storykit to create a bunch of videos so you can zero in on the good stuff - your unique culture, those great benefits, and all the cool reasons people are lining up to join your team. Storykit’s not just about making videos; it’s about spotlighting what makes your place the place to be.
Get ready to be wowed. Below, you'll find a collection of recruitment videos that we've conjured up using nothing more than a job description and the magic of Storykit's AI.
When it comes to recruitment specifically, Storykit offers four specialized AI templates, which means it can take your job description and transform it into videos using three unique angles. Now you have engaging content to market your job opening.
Want to create all three in just one go? Simply input the URL and utilize the multi-create functionality. With just one click, you can create all three videos at once. Check them out below.
→ Storykit's text-to-video AI is free to start using now.
This recruitment video lists the requirements and skills needed – and the benefits of the position. It’s an information-dense format but relatively light in its presentation.
This short recruitment video focuses on the characteristics of the position and makes it into an easy-to-digest question-based format. Short and effective.
This short recruitment video focuses on the applicant’s needs and wants and tries to address them directly with a question and three statements. Short, sweet, and nice to mix with other formats.
Today, even recruiters can step into the world of professional video creation without any special skills. So, why not take the leap and discover how easy it is to create engaging visual content for your brand and enhance your recruitment process just by turning text into polished videos.
March 21, 2024
March 21, 2024
Entering new territories without a localization strategy is a wasted effort. Keep reading to learn why translating your social media content is pivotal for global reach and how to make content translation swift and impactful, setting you up for success in the diverse and dynamic world of social media.
Social media localization involves tailoring your social media content and strategies to meet the cultural and linguistic preferences of different regions. This practice is crucial for brands striving for global reach, ensuring that your content resonates with people across various cultural contexts.
For example, a SaaS company selling email marketing software would benefit from translating their social media campaigns into Spanish to target Spanish-speaking markets. By providing content in the local language, they can effectively communicate the benefits of their product to a wider audience and increase engagement among Spanish-speaking users.
Localized content significantly boosts engagement, reach, and market effectiveness on a global scale. Here are key reasons why it's vital for businesses:
In summary, tailoring your content to different linguistic and cultural contexts is not just strategic; it's a necessity in today's global market.
For example, SKF, the world’s largest bearing manufacturer, localizes their social media content into over 12 languages for brand building purposes, to maintain a strong relationship with their customers, to attract new workforce, and to reach out to new potential customers.
Now that you understand the critical importance of translating your content for different markets, the next step is figuring out how to do this efficiently and in a way that maximizes value.
To make localization more effective, focus on the content that works best on social platforms, such as video. Video outperforms plain text on almost all social platforms. So, by putting resources into translating video content, you're concentrating on what works best, which makes your localization efforts more impactful.
However, localizing video content presents several challenges, including:
Achieving harmony between the visuals and the translated text can be particularly challenging, especially when using traditional editing software. This may result in the feeling of creating an entirely new video, which is not efficient.
This is why it is so important to have the right tools on hand to successfully navigate the localization process.
Enter Storykit, a game-changer in simplifying the localization of social media video content.
Here’s how it works.
Once you've crafted your video in your native language in Storykit, simply click on the "translate script" option.
Storykit instantly generates a new script in your target language, seamlessly integrating the translated text with the right timing, appropriate length assets, and correct formatting in the generated video.
It's a hassle-free process that eliminates the need for manual editing. See how easy it is below.
Understanding the importance of localizing social media content and achieving success is best illustrated through real-world examples, such as SKF's localization journey.
Faced with the challenge of making an impact across 130 markets in 10-12 languages, Sarah Larsson Bernhardt, Head of Social at SKF, realized the power of video to stand out on social media. However, the prospect of localizing this content seemed daunting.
“It used to be hard to localize our video content. It was just too difficult and tedious. We tried using agencies for translations, mainly for subtitles in different languages. It was both expensive and time-consuming, and therefore we only produced a few videos that could be used in several markets.” says Sarah.
Sarah and her team initially toyed with the idea of keeping all their social content in English, considering it an easier route. However, they quickly grasped the necessity of catering to local languages.
“In Latin America, for example, the audience is mainly Hispanic, and therefore the content needs to be in Spanish. The same goes for countries like France and the Czech Republic because they want videos in their native languages.”
Moreover, SKF understood the value of adapting visual assets to resonate with diverse cultural contexts. For instance, when creating a Christmas greeting for all markets, they noticed the Brazilian office swapping snowy images for more suitable visuals, given the lack of snow during Christmas in Brazil.
Customizing content in this manner significantly enhances engagement and with the adoption of Storykit, SKF can do this and more. In fact, with Storykit, SKF was able to churn out 300 localized videos in just a year.
This case study highlights the importance of adapting content to meet the linguistic and cultural preferences of diverse markets, showcasing how SKF's localization journey has led to enhanced engagement and global reach.
For more insights, dive into the full case study detailing SKF's localization success or book a demo with one of our experts and discover how easy it is to localize your own content.
March 15, 2024
March 15, 2024
In a world where attention is the currency, how do you capture those elusive eyeballs? The answer lies in the digital marketplace of our time: social media. And what's the golden key to social media's heart? Video.
In this article, we'll show you how to leverage the power of video to promote your event successfully in this new digital age, equipping you with the innovative tools and strategies needed to turn viewers into attendees and make your event the must-attend occasion of the season.
At its core, event promotion is all about generating excitement and building anticipation around your event with the goal of attracting attendees. Whether you're planning a music festival, a business conference, or a webinar, event promotion is about capturing people's attention and convincing them that your event is the place to be.
The best way to promote an event is through social media—no surprise there, especially considering that over 3.6 billion people use social media worldwide, offering unmatched reach and engagement opportunities.
The platform you choose can, however, vary based on the nature of your event: LinkedIn for a business webinar, Instagram for a music festival, and perhaps all of the above for a TED Talk-style event.
And, as mentioned before, the key to capturing attention on these platforms is through video content. Social media platforms have a big appetite for video, and for a good reason. Not only do social platforms boost videos because they keep users on the feeds for longer, but they also have the unique ability to convey emotion, information, and a call to action all within a few engaging moments.
Promoting an event effectively on social media can be approached through a multi-layered strategy, combining organic content with strategic paid ads to maximize reach and engagement.
Start by crafting and sharing a series of organic posts that highlight the unique aspects of your event. This content can range from teaser videos, speaker quotes, behind-the-scenes looks, or user-generated content from past events. The aim is to tell a compelling story about your event that resonates with your audience, making them interested in learning more. Organic content helps in building a community around your event, fostering engagement through likes, comments, and shares.
Expand your reach by crafting intriguing paid ads aimed at cold audiences who haven’t interacted with your brand yet. Utilize eye-catching visuals, compelling headlines, and a clear call-to-action to spark interest among potential attendees. Target these ads based on interests and demographics relevant to your event, ensuring your message reaches those most likely to be intrigued by what you have to offer.
Once you've captured the interest of your audience through organic and paid content, leverage retargeting ads to stay at the forefront of their minds. Retargeting ads are a powerful tool to re-engage individuals who have interacted with your content but haven't taken the next step of registering or expressing direct interest. By targeting these ads based on previous interactions, you ensure that your event remains visible to a warmed-up audience, increasing the likelihood of conversion.
Consistency is key in keeping your event top of mind. Regular updates, countdowns to the event date, and sneak peeks keep the momentum going. This approach ensures that your event stays relevant and continues to capture interest as the date approaches. Pairing consistent organic content with strategic retargeting ads creates a comprehensive promotion strategy that not only draws attention but also maintains it, guiding your audience from initial interest to actual attendance.
Now that you know how to promote an event on social media successfully, you need the videos to do it. Below, we've put together examples of event promotion videos using just event details and Storykit's AI templates.
Storykit has four AI video templates ready to turn your event info into engaging videos.
Want to make multiple videos quickly? Just enter your event information and use our multi-create feature. With one click, you can make all four videos simultaneously, each offering a unique angle to spotlight your event. Check out the examples below.
→ Storykit's text-to-video AI is free to start using now.
Dive into the heart of your event with an AI-crafted video that doesn't just list your agenda but brings it to life. This template smartly sifts through the entire program, spotlighting key themes, handpicking three standout speakers, and three engaging presentations or panels. But it doesn't stop there—it adds even more enticing details from your packed agenda to captivate your audience.
This succinct AI template shines the spotlight on the crème de la crème of your event—your main speakers. It delves into their unparalleled expertise, tying their insights directly to your audience's interests. Wrapped up with the essential when and where, and a clear call to action, this video is a beacon for those eager to learn from the best.
Zeroing in on the challenges your audience faces, this template speaks directly to their "pain-points", offering your event as the light at the end of the tunnel. It’s a focused narrative that bypasses the agenda specifics, instead emphasizing the where and when, and inviting action with a simple yet effective call to join.
Begin with the promise your event holds and let this template guide your audience to the heart of the matter with a captivating introduction to your keynote speaker. Highlighting the event's theme and the speaker's unique perspective, this video weaves in crucial event details and wraps up with a straightforward call to action, setting the stage for an event not to be missed.
Now that you have your social media promotion under control, here are some creative ideas to take your event sign-ups to the next level.
Encourage people to register early for your event by offering a discounted rate or other incentives. This not only helps you generate revenue early on, but it also creates a sense of urgency and excitement around your event.
Use a unique hashtag for your event to make it easy for attendees to share photos, updates, and feedback on social media. This helps increase engagement and can even attract new attendees.
Use social media or email to run a contest for a chance to win a free ticket or other prize related to your event. This can be a fun and interactive way to build excitement and engagement leading up to your event.
Partner with social media influencers, bloggers, or other relevant personalities to promote your event to their followers. This can help you reach a new audience and generate buzz around your event.
Build an email list and send your awesome content as well as regular updates and reminders about your event to keep it top of mind for potential attendees. You can also use email to share valuable content and resources related to your event's theme or industry.
Secure sponsorships from companies and organizations in your industry to help promote your event. This not only helps with promotion, but it can also provide additional resources and support to enhance the attendee experience.
If you have hosted events in the past, consider promoting positive feedback and testimonials from previous attendees. You can share these testimonials on your social media channels, website, and email campaigns.
Not sure how to format your testimonials? Don’t overthink it. Just use the “I Was There” video template.
To keep your event fresh, exciting, and packed with enthusiastic attendees, you need to create a promotion strategy that's just as awesome as your event itself! By constantly promoting your brand and building a loyal following of fans, you'll create a buzz that lasts long after the event is over, so people will be counting down the days until the next one.
March 14, 2024
March 14, 2024
Curious about conquering video campaigns on LinkedIn? From setup to creatives to results, we've got you covered.
Meet Sofia Eriksson, our go-to Performance Marketing Manager at Storykit. With years of hands-on experience running paid marketing for both Storykit and marketing agencies, Sofia is giving us her best answers to our most asked questions about running video ads on LinkedIn.
A: I primarily focus on two types of campaigns: video views and lead generation.
In addition to these, I also run website traffic campaigns to encourage sign-ups for webinars or other events. These can be considered conversion ads as they aim to direct people to a landing page to complete a specific action.
A: Yes, it's possible to run multiple campaigns targeting the same audience, provided they serve different purposes. For example, a video view campaign for brand awareness and a lead generation campaign can simultaneously target the same audience without issue. This strategy allows for layered marketing efforts, combining brand awareness with direct calls to action, like booking a demo.
A: On LinkedIn, you have to choose one format per campaign, either image ads or video ads, as combining different formats in a single campaign is not possible. For video campaigns, I aim to include at least four or five ad creatives to ensure diversity and engagement within the campaign.
A: LinkedIn might suggest having at least 50,000 people in your audience, but it's more important to ensure your audience isn't too broad. The key is understanding who you're targeting. Even campaigns targeted towards a very narrow audience, like a specific company with around 1,000 employees, can be effective if they're well-defined and the budget is adjusted accordingly.
A: Effective targeting requires a clear understanding of the audience. It's crucial to tailor content to the audience's interests and needs. Overly broad targeting is inefficient and can lead to wasted budget, as not everyone will be interested in or relevant to the offer.
A: Target audience size can vary greatly, but I often focus on targeting based on member skills, job functions, and company size (e.g., companies with 500+ employees). This approach allows me to reach professionals with relevant skills and roles within the desired company sizes. I find targeting by skills particularly effective because it captures the competencies of LinkedIn members, who are likely more active and engaged on the platform.
A: Ideally, it's best to dedicate one campaign to each market to tailor the content specifically for that audience, including using the local language. Consolidating multiple small markets into a single campaign can be done, but it compromises the ability to localize content, which is crucial for engagement. Different markets also vary in competitiveness and cost, with the US generally being the most expensive.
A: Yes, targeting is often based on company size to exclude smaller businesses or freelancers that do not fit our ideal customer profile (ICP). For account-based marketing (ABM) campaigns, targeting can be very specific, focusing on a curated list of companies, such as a selection of universities, with content tailored to their specific needs and challenges.
A: Yes, in ABM campaigns, we target specific job functions rather than titles, aiming to reach both potential users and decision-makers. This targeting is refined further by focusing on skills listed in their profiles, such as marketing, B2B marketing, lead generation, and content creation, to ensure we're reaching the most relevant professionals.
A: Video ads are particularly effective for top-of-funnel campaigns aimed at building brand awareness and delivering messages to cold audiences who might not be familiar with us. Videos engage viewers longer than static images, enhancing ad recall and brand recognition. Although images can capture attention, videos are superior for storytelling and establishing a brand presence.
A: Typically, I opt for static images in bottom-funnel campaigns, mainly due to the cost structure on LinkedIn, where video views are charged as engagements, which can deplete the budget faster. Static images tend to result in a lower cost per conversion. However, videos can still be eye-catching and effective, especially for webinars and events, provided they are kept short and to the point to avoid unnecessary charges.
Further reading: 4 top LinkedIn video ad examples and why they work
A: Determining the exact budget for a LinkedIn campaign isn't straightforward because there's no fixed amount that guarantees results. However, LinkedIn does have a minimum daily spend requirement, which was around 70 SEK (7 EUR) per day the last time I checked. The actual budget you allocate can depend on various factors, including your market, objectives, and whether you're experimenting with a new strategy. Generally, I recommend using 500 SEK (50 Euro) per day and running a campaign for at least 7 to 10 days to gauge some meaningful results.
A: I generally use daily budgets, especially for ongoing "always-on" campaigns that don't have a specific end date. This approach allows for better control over spending. Daily budgets can also be used alongside a set campaign duration to ensure consistent spending up to an event or deadline. Lifetime budgets are an option as well, particularly for campaigns tied to specific events with clear start and end dates, but there's a risk of the budget being exhausted before the campaign's intended conclusion.
A: The targeting method itself doesn't directly affect the cost. However, the cost can vary based on demand; targeting highly sought-after demographics, like C-level executives, can be more expensive due to higher competition among advertisers for this audience.
A: The budget significantly varies depending on your campaign's objective. For example, a video view campaign, where the cost is calculated per video view, tends to be cheaper. LinkedIn measures a video view as a 2-second play with the video occupying at least 50% of the screen. On the other hand, lead generation campaigns, where users are expected to fill out a form, can be considerably more expensive due to the higher level of user engagement required.
A: The budget should be tailored to the size and specificity of your audience. For smaller, more targeted campaigns, such as those aimed at a specific company, a smaller budget might suffice. In larger markets like the US, even after narrowing down your audience, you might still end up with a substantial audience size, requiring a larger budget. It's essential to refine your targeting criteria, including job functions, skills, company size, or recent job changes, to ensure your campaign is as effective as possible. Segmenting your campaign by job function or other criteria can also help manage the budget more efficiently by focusing on more precise audience groups.
A: Determining the success of a campaign can be challenging, especially for your first one. A good approach is to include multiple ads within a campaign, say five different videos on five different topics, and then analyze their performance. Key metrics to consider are the view-through rate and cost per view, which can help you identify which ads are performing better. For subsequent campaigns, you can compare the new results to these benchmarks to gauge improvement or decline.
A: While it's possible to observe how campaigns perform in different countries, direct comparison may not always be fair due to varying market costs. However, noting differences in performance can offer insights into content preferences and effectiveness across regions. For example, if a campaign performs well in Germany but not in France, it might prompt further analysis to understand market-specific content resonance.
A: Scaling a campaign involves increasing its budget based on positive performance indicators, suggesting good potential for further success. This doesn't necessarily mean doubling the budget immediately; a more cautious approach, like increasing by 15-20%, is advisable to maintain campaign stability and efficiency.
A: For top-of-funnel campaigns, metrics like Cost Per Click (CPC) and Cost Per Mille (CPM) are relevant because they reflect the efficiency of brand awareness and engagement efforts. We can also look at our brand searches in Google for example, to see if they increase in line with our brand awareness efforts. In bottom-funnel campaigns, where the objective is often conversion, the focus shifts to conversion rates, specifically looking at the performance of lead gen forms, including their completion rates and the click-through rates (CTR) to our website or other engagement actions.
Further reading: Winning strategies for full-funnel social media video ads
A: The view-through rate of video content is a critical metric for understanding how well a video resonates with the target audience. It shows whether the audience finds the video engaging enough to watch a significant portion of it. A low completion rate might indicate that the content isn't compelling to the audience, necessitating a content strategy reassessment.
A: While it's interesting to see which video ads prompt website visits, the primary goal of a video view campaign isn't necessarily to drive website traffic. Therefore, assessing a video campaign's success based on website click-through rates might not be fair. The main objective is to engage the audience with the video content itself.
A: While LinkedIn's benchmark data can provide a broad overview, it may not always be the most accurate measure of success due to variations across industries, markets, and advertisers. It's more beneficial to compare campaign performance against your own historical data or industry-specific benchmarks to determine what constitutes good performance for your specific context.
A: Although the primary focus is on view rates, I occasionally explore the click-through rates from video ads to gauge which ones are compelling enough to encourage website visits. However, this is considered a secondary metric and not the main criterion for evaluating the success of top-of-funnel video content.
A: LinkedIn's algorithm behaves differently from Meta's in this regard. Editing a campaign or adjusting its budget on LinkedIn does not trigger a new learning phase or reset the campaign, which provides more flexibility in making adjustments without negatively impacting campaign performance.
A: Managing ongoing campaigns involves being clear about what you're looking for in the data. When adjustments are needed, such as an ad not resonating well, I often duplicate the ad and make the desired changes. This way, I can track how the new version performs in comparison. If changes are made to audience settings, I note the date of the change to analyze its impact afterward. This systematic approach helps in isolating variables and understanding the effect of each adjustment.
A: Recently, our Swedish lead generation campaign was experiencing a slowdown in lead acquisition. The audience size was about 140,000, which is substantial for our market. However, adding a criterion to target individuals who had recently changed jobs or careers — assuming they might be more open to exploring new tools — resulted in a smaller, more focused audience. This adjustment led to an immediate increase in lead generation, demonstrating the importance of precise targeting.
A: Content or ads are switched out to prevent saturation and maintain campaign effectiveness. I monitor the frequency metric to understand how often an individual has been exposed to an ad and track the ad's performance over time. If the frequency becomes too high or the cost per result increases, indicating decreased performance, it's time to refresh the content. However, as long as an ad continues to perform well and resonate with the audience, there's no need to change it just for the sake of change.
A: While there are best practices in campaign management, rigid rules don't always apply. Every business and campaign can have unique requirements and goals, so it's essential to establish your own guidelines based on your specific context and experiences. Continual testing and adaptation are key, as what works well for one campaign or company might not be as effective for another.
A: Content and ads are refreshed based on their performance and exposure frequency to prevent audience fatigue. I monitor how often an average individual has seen an ad and the ad's overall performance. If the frequency is high or performance begins to decline, it's time to introduce new content.
A: A/B testing is crucial for optimizing campaign performance. I might test different ad copy texts, headlines, or call-to-actions with the same video to identify what resonates best with the audience. It's important to test one variable at a time to accurately determine what drives better results. Depending on the content's effectiveness, the testing duration can vary, aiming for significant, not just marginal, differences.
A: Once a winning ad variation is identified, I either continue running it as is or further refine and test other elements. The non-performing ad is paused to allocate the budget more efficiently towards the better-performing ad. LinkedIn doesn't require setting up a new campaign for this; adjustments can be made within the existing campaign framework.
A: While LinkedIn has A/B testing capabilities, conducting tests within the same campaign by comparing different ads is often sufficient. It's essential to set the campaign to rotate ads evenly to ensure each ad variation receives a similar level of exposure, enabling a fair comparison of performance. With that said, you can always A/B-test yourself by creating similar ads with one thing that differs, maybe the headline or the ad copy, to see what works best.
A: LinkedIn lead gen forms are highly effective for lowering the barrier to conversion. Keeping users on the platform and pre-filling their information simplifies the process, increasing the likelihood of conversion. Directing users to an external website introduces an additional step where potential leads might drop off. However, conversions on your own site might indicate higher intent, as those users have taken the extra step to engage with your content.
A: Yes, there can be a difference in intent. Users who complete the entire lead gen form on LinkedIn might do so out of curiosity, with potentially lower intent, since the process is more straightforward. In contrast, users who navigate to a website and convert there may demonstrate higher intent, as they've actively chosen to engage further with the brand and may have some curiosity in finding more information on the website.
A: Daily budgets are set to manage spending, with no specific bidding limits imposed. Campaign performance is monitored over set periods (e.g., 7 or 30 days) to gauge efficiency and adjust strategies accordingly. The lack of fixed bidding limits allows for flexibility in reaching desired outcomes within budget constraints.
March 14, 2024
March 14, 2024
In this article, we're unpacking our own winning strategies that guide our audience through every stage of the funnel—from raising awareness to nurturing interest, sparking desire, and ultimately driving action.
With our helpful templates and tips, you'll be well on your way to maximizing your social media video ads and achieving success.
Did you know that high-quality ads can lead to improved and more cost-effective distribution by social media algorithms?
But "quality" doesn't solely refer to flawless visuals; it's about creating content that's genuinely useful and resonates with your audience.
When your content sparks engagement, the algorithms take note and often reward you with increased visibility.
So, why is video the best format for creating high-quality social media ads?
Well, it’s simple. Here are 4 reasons.
In fact, 91% of consumers want to see more online video content from brands because they are more likely to pay attention to it.
Whether you’re on Facebook, LinkedIn, TikTok, or Instagram, video has become a huge part of the social media experience, and this isn’t by chance.
In addition to what consumers want, marketers are seeing better results than ever by using video in their strategy.
In 2023, 92% of video marketers said video gave them a good ROI. In addition they noted that the medium is highly favored because of its potential to explain everything in a format users prefer.
Sophia Eriksson, Performance Marketing Manager at Storykit, says:
“Video impacts ROI and sales positively since they're engaging and more likely to be shared compared to other social media posts. They generate leads effectively while also being outstanding when it comes to telling your stories.”
Videos use storytelling to make complicated topics easy to understand, in a way that lists of facts can't.
For example, Berit Sund at ACTA Medical found that video was a great tool for turning complex health and science information into engaging stories that her audience actually consumes.
She says:
“Video is a fantastic tool to help enhance science or whichever story you want to create. It helps me to shape the health story or scientific story, so it is more impactful.”
Read how ACTA Medical has been able to achieve a 418% increase in engagement and inform and captivate their audience like never before using video.
Ads are everywhere on social media, so making yours stand out is key. Just adding some motion can make them more noticeable and engaging.
As a matter of fact, prospects are 27 times more likely to click through online video ads than standard banners.
Consider the diverse stages your potential customers might be in. Some might be ready to buy your product or book a demo right now.
However, not everyone is at that point. There are those who have never heard of your brand and are curious about who you are. Others might be evaluating what you offer and comparing you to other options.
An effective ad strategy addresses all these varying needs, guiding your audience through the funnel on social media by acknowledging and addressing their specific concerns and questions at each stage.
This means bombarding your viewers with "buy now" or "book a meeting" isn’t the best way to go.
Sofia says:
“It’s important to recognize that not everyone in your audience is ready to buy right away (95-5 rule). Therefore, it's crucial to be present in all stages of the funnel, to nurture, educate and inspire so that when they are ready to buy, your brand is top of mind.”
Further reading: 4 top LinkedIn video ad examples and why they work
For your top funnel video ads you want to focus on reach, brand awareness, and educating your audience. In this stage, you can put out videos about your brand and your story so that your target audience starts to recognize you.
Sofia says:
“Longer storytelling videos are better when we want to create an emotion or educate our audience, while also keeping them in the social channel.”
Types of video ads you can make:
1. Content ads: Craft trailers, listicles, or highlights of valuable content such as reports, blog posts, surveys, articles, podcasts, or interviews. These ads aim to introduce your brand's message and drive traffic to your content platforms.
2. Thought leadership ads: Utilize text quotes, sound bites, or lists to educate and inform your audience about original ideas. These ads position your brand as a leader by aligning with the solutions your company or organization offers.
3. Brand-building content: Incorporate storytelling elements that reflect your brand's values, mission, and community impact. This content should resonate emotionally with your audience, making your brand memorable and fostering a strong, positive association in the minds of potential customers.
In the middle of the funnel, you want to focus on educating your audience about your niche and driving traffic to your site. In this phase, you can use videos to promote your blog posts, reports, or case studies.
Sofia says:
“Shorter videos showing the ebook/whitepaper with some bullet points about the content is great.”
Types of video ads you can make:
4. Social proof ads: Leverage testimonials, reviews, and case study results to build trust. Use text quotes, short interviews, or simple ratings to showcase real-world applications and satisfaction with your offerings.
5. Product awareness ads: Highlight the key benefits of your product or service using images, screen recordings, or video clips. Include expert or customer quotes that outline benefits, address pain points, and offer solutions, helping potential customers evaluate your product.
And now, the moment you've been waiting for: conversion ads! The type of conversion you're aiming for will depend on your specific objective, which could be anything from signing up for a newsletter to booking a demo or RSVPing for a webinar, and even submitting job applications.
Sofia says:
“Overall, for generating actions like conversions or traffic, shorter videos work best with full focus on the CTA and the most important thing in the beginning (around 10-15 seconds). Shorter videos could also work as cliffhangers to "read more" if sending them to a landing page. In terms of content, social proof and testimonials are great for this. Longer videos tend to take focus from what we want them to do.”
Types of video ads you can make:
6. Action-driving ads: Create compelling, short videos that stand out and directly prompt viewers to take action, such as signing up, requesting a demo, making a purchase, or downloading content. These ads are focused on converting interest into tangible engagement or sales.
By categorizing these video ad types according to the funnel stages, you can more effectively guide your audience from initial awareness through consideration to the final decision, addressing their needs and concerns at each step.
Next, we'll guide you through setting up a comprehensive video ads strategy across your chosen social media platforms, covering every stage of the funnel.
To get started choose the audience that you want to target. This is important since it will determine the type of content you choose to promote.
Hopefully, you have a few that you have already identified, but if you need help, check out Meta’s guide to building a target audience and LinkedIn’s guide to set up a target audience.
Now it's time to get creative. Drawing inspiration from the examples highlighted earlier, you can craft a video ad tailored for each funnel stage. With Storykit, you can do this by simply copying and pasting your text, and watch as Storykit transforms it into a video.
→ Try it out now on our homepage.
For additional inspiration, explore the video templates we showcase further down in this article.
Once your videos are prepared, it's time to launch your campaigns. Begin by establishing a distinct campaign for each funnel stage, targeting the same audience throughout. Below is a step-by-step guide for each stage, including checklists.
Keep in mind: The setup process for all campaigns is similar, with the main difference being the initial objective.
Running ads without evaluating their performance is easy to do, but how do you determine whether they're effective? Given that each campaign has a unique objective, the key is to understand what indicators to monitor for each campaign.
→ Download now: Paid video ad tracking doc
In brand awareness campaigns, the primary objective is to get your brand in front of as many people as possible. While metrics are important, don't get too hung up on them in this stage.
If you have to monitor something, focus on monitoring your cost per thousand impressions (CPM) and using it as a benchmark for future campaigns to determine which types of videos and content resonate best with your target audience. Additionally, pay attention to the view-through rate, which indicates how many viewers watched at least 25% of the content and can give you an idea of how engaging your ad is.
When running traffic campaigns, it's useful to track your click-through rate (CTR) to measure how many people are taking your desired action. At Storykit, we generally consider a CTR of around 0.8% to be good, and a CTR of around 1% to be very good.
Additionally, monitoring your cost per click (CPC) can help you gauge the cost-effectiveness of your campaigns and provide a benchmark for future comparisons
At the bottom of the funnel, the ultimate goal is to drive conversions. Sofia uses a specific approach to determine the success of a campaign at this stage:
"For the bottom of the funnel, I wait for 10,000 impressions before deciding whether I should switch. How many conversions you get for those 10,000 determines the cost per lead (CPL)."
Just like the above campaigns you should start comparing the CPL of different campaigns you run and determine what works best for you.
After your week's test is over, switch out your existing video ads with new ones and compare the results with the previous week.
Remember you don’t need to set up a new campaign from scratch. These campaigns should always be on so it’s easier and more optimal just to edit your existing one.
This experimentation will help you identify what resonates with your target audience and will allow you to fine-tune your approach.
However, it is important to keep in mind that there is no single ad or creative that will guarantee success. Instead, focus on continuously creating and pushing out content, while keeping your audience's needs in mind.
By doing so, you'll be able to deliver valuable content that will not only help your audience but also drive conversions for your business.
Further reading: LinkedIn video ads Q&A with Sofia Eriksson
Here are some video templates to help inspire your video creation.
Here are three templates you can use to create top-of-the-funnel video ads:
1. The ‘Big Question - Small Format’ Template
Use this template to communicate your mission, vision, goals, and brand values in a manner that captivates your audience by delivering an honest and comprehensive discussion of the subject.
Use this template to communicate your history in chronological order. Delve into the organization's beginnings and highlight them from a specific angle or perspective.
Use this template to feature a variety of services, products, or insights. Begin by addressing a problem or need your audience has, and then transition to present multiple solutions that effectively address it, capturing their attention.
In the middle of the funnel, you want to focus on educating your audience about your niche and driving traffic to your site. In this phase, you can use videos to promote your blog posts, reports, or case studies.
Sofia says:
“Shorter videos showing the ebook/whitepaper with some bullet points about the content is great.”
Here are three templates you can use in the middle of the funnel video ads:
1. The ‘Facts & Figures’ Template
Use this template to present numbers and facts drawn from reports or any source of pride from your organization.
Use this template to quickly generate more content from your existing material. Use it as a trailer to drive traffic to the original piece or as a standalone content to boost in-feed engagement. It's an ideal format for creating more content efficiently.
3. The ‘Takeaway Carousel’ Template
Use this template to present results in a balanced, viewer-friendly way. Focus on one aspect, like positive elements or a specific market, for greater impact. This format allows you to delve into detail without overwhelming the viewer with a list of key points.
Here are three templates you can use for your bottom-of-funnel conversion ads.
1. The ‘Simple Testimonial’ Template
Use this template to present short testimonials that resonate with potential customers, building trust and legitimacy for your offering. A quick video testimonial can be easily produced and testimonials can be collected through mail or forms, and is a great way to get leads to book a demo or request more information.
2. The 'Save The Date with Promise' Template
Use this template to generate interest in your events and webinars and get interested participants to sign up in advance. This format is very "light", meaning you can create it as soon as you have the speaker's or agenda item's initial confirmation.
Use this template to find the right person for job openings. Encourage people in your network to share and encourage the right candidates to apply.
It's not uncommon for marketers to feel stuck when their ad campaigns aren't producing the desired results. Effective social media advertising requires experimentation, flexibility, patience, and the ability to adapt to what works best.
Storykit has loads of features that make it quick, easy, and most importantly, cost-efficient to test and alternate ads. You can quickly clone videos and swap images, videos, colors, animations, formats, ad copy, and even translate to local languages. That way you have a bunch of different ads to test or rotate, created in a matter of minutes and at no additional cost.
So, whether you're a small business owner or a marketing professional, Storykit can help you achieve your advertising goals and drive meaningful results.
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. These include social media videos, ads, employer branding, and internal communications. You can also make educational content. This helps improve brand awareness, reputation, loyalty, and more!
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!
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