- In terms of marketing, we want to create as much buzz as possible given our resources and conditions, and both attract and inspire marketers in Sweden. To do this, we need to be an example of what great marketing looks like and use the right tools. One of these tools is Storykit, says Marie.
Using video has proven to be an excellent way for The Swedish Marketing Association to showcase their marketing community and convey a professional image.
With the ability to produce a large amount of content with just one person, The Swedish Marketing Association has been able to maximize their resources and significantly boost their outreach.
- Thanks to Storykit's structure and templates, Per, who handles most of our content creation, has been able to greatly increase his output, says Marie.
- The response from members has been overwhelmingly positive. They appreciate the professional quality of the videos and feel more informed and engaged. We have also seen an increase in traffic and engagement from the videos we post on social, says Per.
By combining their own assets with new video content, The Swedish Marketing Association effectively can showcase the benefits of membership, creating buzz and attracting new members.
- Video is a very important part of our content creation puzzle, Per explains. It’s not the only thing that drives engagement, but people seem to find it more fun to interact with video posts. Reaching our audience is always going to be key and video simply takes on a life of its own on social media. Not to mention, it makes us look better and more like a big brand builder.
Marie adds:
- We also think it’s fun that we get to show our audience and members that a tool like Storykit is available. We need to be inspiring and curious partners who seek out new tools, and Storykit makes what we do more alive, vibrant, and spot-on.
Looking ahead, The Swedish Marketing Association plans to further integrate Storykit into their content strategy. They aim to include more member-generated content, such as testimonials and event feedback, leveraging the tool's new features like transcription and easy editing.
- I would love to get more members in our feed, speaking their minds about a topic, membership, or an event we’ve had, Per shares. With the quality of Storykit, it’s easy to get people on board, and the new transcription and edit features will make this even easier.
The Swedish Marketing Association is a vibrant community committed to fostering professional growth and providing valuable skills development for professionals in marketing, communication, PR and media across Sweden. They have evolved from a local entity to a national organization, continuously inspiring their members. Checkout how they are using video to grow their reach and visibility.
- Storykit was a significant step up for us compared to Canva, says Per Almegård. It allowed us to start creating professional videos quickly and easily.
Per concludes:
- When it comes to video I’ve learned to appreciate the importance and efficiency of working with a tool and an interface made specifically for video from the ground up.
- Canva works great for me when I use it strictly for still images and animated/gif images. That's why Canva, like Storykit, remains a valuable tool in my toolkit, but the two aren't competing for the same job.
- Uploading our own footage is essential because it allows us to infuse our brand and style into our videos, says Per.
- It's always easier to get engagement when you include images of people from the events.
With Storykit, The Swedish Marketing Association can easily import footage from their events and projects, building a comprehensive library of their own images and videos, in addition to using the template library provided.
Here is how The Swedish Marketing Association is leveraging video in several impactful ways to enhance their events:
To effectively attract participants and highlight the success of their events, The Swedish Marketing Association leverages videos both before and after the events. Their primary channels for reaching their audience are LinkedIn, Facebook, and Instagram, with a particular focus on LinkedIn.
Per explains:
- We use videos to encourage our current members to attend events and attract new members to sign-up.
One way of doing this is by allowing their current members to communicate through them.
- We incorporate event footage, conduct short interviews, and gather quotes from attendees to capture the atmosphere and highlight participant experiences in our videos, says Per.
Marie adds:
- We also enjoy presenting the speakers in a fun and engaging way, which adds a unique element to our promotions.
Since the quality of Storykit videos is so high, The Swedish Marketing Association now uses videos during their events as well. Engaging video content is displayed on large screens, enhancing the overall experience for attendees.
This approach has been used for the latest “CMO of the Year Award-galas”. This prestigious event recognizes companies and individuals who have made outstanding contributions over the past year.
Marie explains:
- We had videos playing not only on the main theater screen but also on screens in the foyer and lobby. Several videos were also created to present the finalists for the “CMO of the Year Award”. This created a dynamic environment without significant production costs. Hiring an agency to produce this material wasn’t realistically possible for us.
Per adds:
- It’s fun to dabble in the graphics and then see your creation up on a big screen—it looks incredibly professional!
This strategic use of high-quality video content not only enhances the event experience but also reinforces The Swedish Marketing Association’s reputation for professionalism and innovation.
- People noticed and gave feedback that the videos looked fantastic, Marie says.
Marie Sommar, CEO of The Swedish Marketing Association, explains:
- In terms of resources, we operate like a startup. When it comes to content creation, we aim to produce a lot to ensure we are visible across our channels. we also need to make sure that it looks good and represents our organization in the best possible way.
Per Almegård, Digital Editor at The Swedish Marketing Association, says:
- Content-wise, we had high ambition and low production capabilities. We really needed a tool that was fast and easy to use but also looked professional and represented us in the best way.
- Social media has been trending towards video for many years, so we knew that video was the direction we needed to go as well. It was also a topic in several of our seminars, so we needed to take our own advice, says Marie.
Per Nordin highlights the benefits:
– Turning our current content into high-quality videos quickly has been great for our communication so far. However, we're still fresh in our video journey and haven’t done extensive tracking yet, but we hope to see higher engagement and better click-through rates in the future.
Recognizing the growing importance of video, Tietoevry Banking is setting itself up for future success.
– Whether it's TikTok or LinkedIn, video already plays a big role in company communication and that isn’t going anywhere. Being able to create shorter, crisper, snackable videos in Storykit is already helping us stand out from our competitors now and in the future.
– We mainly use it for our own channels now, but internal communication is equally important. Although we haven’t explored that much yet, it's something to think about for the future, says Per.
Tietoevry Banking also aims to boost Storykit usage across the unit’s organization and develop more standardized ways of working with it.
– We want to increase Storykit usage among those who have access by integrating it deeper into our content processes and standardizing our approach. Some units use Storykit extensively, others less so. We need a coherent strategy, learning from each other to discover the best uses, whether for events, press releases, or beyond typical channels.
Tietoevry is a leading technology company with Nordic roots and global reach. It comprises five specialized end-to-end businesses that offer a wide range of IT services, software solutions, and digital consulting across various industries. One of these units, Tietoevry Banking, focuses on delivering innovative software solutions tailored for the banking sector. Tietoevry Banking modernizes banks and helps unlock significant value for clients with a proven low-risk implementation of market leading software for Cards, Transaction Banking, Credit, Financial Fraud Prevention and Wealth, as well as a modular, pre-integrated Banking as a Platform solution. Discover how they are growing awareness of their products using video.
Since Per already had some knowledge of video editing, quickly saw that Storykit was the simplest way to turn their content into engaging videos fast.
– If we have a press release, for example, which is often the first content piece we make for anything that we announce, I can quickly create some videos in Storykit to complement it.
And that is not the only way Tietoevry Banking is using Storykit. Per and his colleagues across various business units have multiple uses:
– In addition to my using Storykit, I also have colleagues who are using it as well to do more product marketing and for events or webinars.
– That is another great thing about Storykit. It is great for those who don’t have any vast video experience. It opens up the world of video creation a lot more and makes it scalable even in a big organization like ours.
– One thing that is super important is branding. It is so easy to find services where you can create cool graphics, pictures and videos, but if it isn’t according to our brand guidelines and standards, we shouldn't use it. Storykit ensures our content is always on brand and looks great, so we don’t have to worry about it.
-We like the ability to upload our own photos and videos that we already have at hand. This speeds up the creation of content and takes our videos to the next level.
Per also enjoys leveraging Storykit AI to generate videos fast and get the creative process flowing.
– Storykit AI is very helpful when I'm starting a new video. I just input the text, and it gives me a ready-made video suggestion with stock videos and music, which I can then customize. I also like using it to outline an initial storyboard. Not having to start from scratch saves me so much time and makes it easy to dive right in and get going.
Per Nordin, PR & External Communications Lead at Tietoevry Banking, oversees most things when it comes to public relations and external communication, and understands firsthand the difficulty of gaining the exposure they’re after.
Per says:
– We create a lot of interesting content but the challenge is always to break through the noise and entice people to click through and read. Specifically in PR, it’s difficult to get influencers or platforms to promote content.
To capture attention, traditional methods like press releases still have value, but they are not enough on their own.
Per continues:
– One thing, of course, is the traditional press release. That still does tricks to some extent. But we needed to make them interesting for all of our audiences—news outlets, customers, prospects, and key stakeholders.
– We needed something we could utilize in-house to leverage the content we were already creating and translate it into something more snackable, easily accessible, and digestible for everyone.
– Once I get into my creative mindset, I can create a lot quickly. In half a day, I can make 20 videos that I can schedule over time, freeing up time for other tasks and significantly reducing stress.
Over time, Agnes has built up a library of reusable videos, which has made her life much easier since she knows how important it is to post regularly on social media.
– People often fear overloading their audience with content, but it’s unlikely everyone will see everything. The total number of views from multiple videos is more impactful than one powerful video, and with Storykit, I can create them in bulk.
– It was a game changer when we started posting videos regularly. The pace of gaining new followers has doubled, which is a huge advantage for us.
– Lately, we’ve been investing heavily in our website to ensure it presents our offerings in the best possible way. It would be stupid not to repurpose that content in as many ways as possible. The best part is I don’t have to reinvent anything. Even if the text doesn’t feel relevant for social media, it becomes something completely different when you look at it with video eyes.
For example, when Agnes looks at their homepage, she can picture 15 different videos she can make by putting different sentences together. It’s that easy to get creative.
Anything else you would like to add?
– I love Storykit because it makes it easy for one person to produce a lot of content. I also really enjoy the customer experience at Storykit. We have monthly meetings for tips and inspiration, and there’s always someone to speak to if we have any questions or needs.
Waybler is transforming ev-charging systems with innovative hardware and software solutions for large parking areas, such as housing communities and business complexes. Their patented load management technology allows up to six times more cars to be charged with existing power, making it highly cost-efficient. Proudly producing all products locally in Sweden, Waybler has a strong home market presence and is expanding into Germany, Luxembourg, and Finland. Discover how Waybler uses Storykit videos to showcase their cutting-edge products and build their brand below.
– When I first started at Waybler, I was solely a CSM. This role involves talking to customers, setting them up, helping them understand the value of our products, and getting them on board.
It was in this role that Agnes first started using Storykit. She explains:
– When Storykit was introduced to the marketing department at Waybler, I was working solely as a CSM, but I wanted to try it out. I started using it to make tutorial videos for our customers, addressing common questions. This quickly became a part of my workflow and made my life much easier.
Agnes then expanded her role to include content management, overseeing social media, producing articles, and ensuring the website was up to date.
– Storykit is really intuitive and easy to use so when I took on the content management role, transitioning to using it for social media communication was seamless.
Agnes Asplund, who balances her time as a Content Manager and a Customer Success Manager (CSM) at Waybler, needed a way to efficiently create high-quality content.
Agnes explains:
– Our goal with our social media channels was to raise awareness of our brand. We wanted to spread awareness to as many people as possible, and given the current times, I needed to rely on organic reach. The stats clearly show that video outperforms images or text, so it was obvious we should focus on video.
Before joining Waybler, Agnes worked in PR and Communications for a company with a small content agency, which frequently received video requests. From this, she knew video was powerful but also recognized the inefficiency of creating video content through an agency.
– Prior to Storykit, I hadn’t worked much with video myself; I’m more of a text person. I tried using the Adobe suite for video but found it too time-consuming. Given my lack of extensive video experience, that wasn’t an efficient option, and since I have a 50% role in content creation I needed to be efficient.
Since each PostNord company operates in different markets, it is important to maintain a consistent brand identity. With the integration of Storykit, over eight PostNord companies across the Nordics now maintain a unified brand appearance:
– Storykit makes it easier to maintain consistency and the same look across all communications, whether it's external or internal, employer branding, or recruitment ads, says Petra.
Helen notes:
– Now, if I create a video from an article, I can share it with communicators in other PostNord companies, providing them with an ID to translate it into Norwegian or Finnish for local use.
Petra has experienced a substantial increase in productivity, saying:
– Last month, I was able to post around 40 recruitment ads across various channels. This would never have been possible without Storykit.
Being able to grow their brand presence in this way through video has resulted in:
Petra adds:
– Using video doesn’t just help attract candidates but it has also raised awareness of us as a company and helped get our message out and what we are doing in an effective way.
Helen has noticed that producing videos for their internal communications has been particularly effective, especially for use on their coffee machines.
– These videos are really effective. Everyone sees them at the coffee machines, and since they're just 15 to 20 seconds long, they make a big impact.
Here are two examples of videos that were created for company communications:
What is your favorite thing about Storykit?
When it comes to working with Storykit, PostNord really values the support they receive. Helen says:
– I didn't expect to receive such outstanding support. Our contact is incredibly devoted and proactive, assisting us in many unexpected ways. Both digital and physical meetings have proven to be excellent learning opportunities.
PostNord has also introduced monthly digital creative sessions where attendees can learn new tips from the Storykit team.
Helen adds:
– Once a month, we who sit at the same office gather for a creative session that lasts an hour. Sometimes, our Storykit representative even joins us. We truly are spoiled with support.
Employing over 20,000 people, PostNord, a leading parcel and logistics operator in the Nordic region, manages distinct national companies unified by a Nordic approach to serve both local and international customers. In Sweden, PostNord is responsible for all mail services for citizens and businesses, while across the Nordics, the company handles extensive parcel and logistics operations with significant warehousing capabilities. Check out some creative ways they use video automation to enhance their internal communication and brand building.
Petra explains the transformation for recruitment:
– Using Storykit doesn’t just help us attract better candidates; it also raises our profile as a vibrant place to work. The tool’s flexibility means we can quickly produce content tailored to each recruitment effort, increasing our visibility.
For Helen, Storykit offers a newfound creativity and efficiency in internal communications:
– With Storykit, I can finally segment videos, add eye-catching intros, and directly insert relevant visuals. This not only makes our content more engaging but also significantly cuts down production times.
The more PostNord worked with Storykit, the more obvious it was that they had a couple of perfect use cases where the video creation process could be fully automated. Working closely with Storykit representatives, Petra and Helen tailored the tool to enable this process automation, where Storykit creates exactly the videos PostNord wants to have. Automatically.
Here are the features that make this possible:
The first feature they have in place is custom brand rules.
Custom brand rules enable PostNord to control the visual aesthetics of their videos by limiting the types of animations, assets, and effects used. This standardization ensures that all videos are pre-approved, fostering on-brand output while allowing others in the company to create freely, adhering to approved standards.
The next feature they have is custom animations.
Custom animations allow PostNord to incorporate elements unique to their brand identity, including transitions, shapes, and styling behaviors. These details have made their brand more recognizable and consistent, enhancing their presence on social media and internal communications.
– The ability to tailor the design so closely to our visual identity is incredible. It's amazing that we have been able to achieve this, says Petra.
Moreover, having custom animations has also bolstered consistency across different PostNord companies and countries.
– Storykit has made it simple to ensure all content is on-brand, without needing approval from our brand manager or constant revisions, says Petra.
The third feature PostNord has is custom AI-templates.
Custom AI-templates enable PostNord to combine the controlled visual design they created with controlled storytelling. In other words, when they put content into Storykit’s AI, fully tailor-made storytelling prompts create a controlled narrative that guarantees the story will come out exactly the way PostNord wants it—including in the right dimensions.
For recruitment, they have three custom AI-templates that allow them to take one recruitment ad and create three unique videos tailored for their social channels.
For communications, they have five custom AI-templates that allow them to take an article, press release, internal document, etc. and create five unique videos tailored for their distribution channels. This even include custom dimensions for display on coffee machines.
Petra highlights the practical benefits for recruitment:– For me, the ability to quickly produce videos tailored for specific roles, whether it’s a driver in northern Sweden or a warehouse worker in the south, is invaluable.
Here is an example of two similar recruitment videos that Petra created for specific roles across Sweden:
The final feature they have is multi-output.
Multi-output enables PostNord to group together all of their AI-templates. This means that Helen and Petra can just click one button, and all videos will be produced automatically, at the same time.
For employer branding and recruitment campaigns, Petra notes how Storykit’s custom campaigns have streamlined PostNord’s video creation:
– We mainly use platforms like Meta, Facebook, Instagram, and TikTok for recruitment, targeting students on summer break. Storykit allows us to create three unique videos at one time and easily export videos with the right dimensions for each platform in one click.
When it comes to internal communication, Helen explains how Storykit’s process automation has improved her ability to share information drastically:
– They say it takes seven touch points for a message to resonate, so for internal communication, we produce five unique videos from a single document and distribute them in various places—topping articles on Viva Engage, displaying on large screens throughout the office, on LinkedIn, and even integrating into our coffee machines. In addition, each video that is created is automatically rendered in the correct dimensions for each placement. It saves me a ton of time.
– Having multi-output means I never have to start from scratch. I can create videos fast and adapt them as needed, which greatly assists in conceptualizing content, says Helen.
Another thing Helen can do is share the video with local communicators so they can adapt it to their needs.
Here are five video examples created from the CEO's letter in PostNord's Q1 report, which Helen produced in one go using multi-output:
1. Video for on-page
2. Video for their intranet Viva Engage
3. Video for coffee screens
4. Video for LinkedIn
5. Video for office screens
PostNord is a large company with over 20,000 people working across the Nordics. In Sweden alone, they aim to recruit 1,000 diverse employees just for the peak summer months.
With such large recruitment demands, Petra Almert, Employer Branding Specialist at PostNord Sweden, recognized the need to enhance their employer brand and attract the right candidates by using video on social media.
Petra highlights the initial struggles:
– When I started, all we had were images and text for recruitment ads. I saw the trends on social media and knew that we urgently needed to embrace video to attract the right candidates, especially given the variety of roles we recruit for—from warehouse staff to drivers, students, and corporate heads.
Petra adds:
– When we used an agency, the process was slow, and it was a challenge to ensure our content resonated with such a diverse audience.
Helen Ridger, Communicator at Group Level, faced challenges in disseminating important information to everyone internally.
– Before Storykit, our tools were limited. I could use text or record presentations with Microsoft Teams. However, editing them into something engaging or making short clips for targeted audiences was beyond our capability, which made internal communications quite static and unappealing.
This collaborative effort has significantly enhanced Aspia's brand image and marketing outreach, making the company's online presence more vibrant and engaging.
— Since Storykit enables our colleagues to create videos, the Marketing Team receives substantial support in promoting our solutions. This not only leads to significant time savings for us but also leverages their deep expertise, making the entire process more efficient, says Pia.
Another benefit of using Storykit is the high-resolution and quality. Dominika says:
— It’s great that we can create high-quality videos that look good on social media, as well as ones that can be displayed on a large screen.
Here are the types of videos each team is making:
—Today we create about 30 videos a month which is obviously way more than if we had an external agency producing every single one for us, says Pia.
Dominika agrees and even did some counting to prove it. Dominika says:
— When I was at Dun & Bradstreet, I did some calculations and discovered that we saved over 1.2 million EUR yearly on all the videos we created, compared to the cost of using an agency. Now at Aspia, I've done the math again. After getting quotes from two agencies, I found that with the volume of videos we produce annually, we're saving 19 million SEK (approximately 1.6 million EUR) each year compared to what we would have paid an agency, not to mention priceless time.
Dominika and Pia noted that while it's challenging to quantify the exact time saved, they know the amount is substantial. Pia says:
— By producing videos in-house, we avoid the briefing and debriefing processes with external agencies, as well as the back-and-forth editing. Additionally, Storykit allows us to repurpose videos easily by adjusting elements like location, date/time, and call-to-actions. The ability to make these adjustments ourselves without dealing with extra time or costs is huge.
Another result that Aspia is seeing is a significant growth on LinkedIn.
— Our LinkedIn presence is thriving, with new followers joining daily. Last year alone, we witnessed a 30% surge in our follower base. Plus, our engagement rates are above LinkedIn's average benchmarks, says Pia.
According to Aspia, their social media success is a combination of these factors:
Pia says:
— Hearing our colleagues take pride in our LinkedIn content and actively wanting to reshare it is really encouraging and is also a big contributor to our growth.
Due to Aspia’s strong presence on Linkedin, they have been awarded No1 in Sweden and No 4 in Europe “Most Active Management Consulting Professionals on Social - January 2024”, by DSMN8 - The Employee Advocacy and Influence Platform.
Any plans on how you want to use Storykit in the future?
— We're in the process of extending Storykit to our Nordic offices. We've recently expanded into Norway and are gearing up to onboard our Norwegian colleagues shortly, says Pia.
— We're also thrilled about leveraging all the new features that are unlocked with Storykit's AI. Storykit continuously introduces new functionality, which is fantastic because it means our videos keep improving, says Dominika.
Anything else you would like to add?
— I think that the Storykit people are really the key to success. A lot of other companies we work with don’t even have real people that you can talk to for help, and with Storykit, you are always accessible, friendly, and make us feel valued as customers, says Dominika.
Aspia, a distinguished management consulting firm, specializes in delivering services in accounting, taxation, and interim management. Home to over 1,300 skilled professionals, Aspia boasts an extensive network with 55 offices across Sweden, and has recently extended its operations into Norway. Checkout some of the innovative ways Aspia harnesses the power of video by exploring the showcased content below.
Pia and Dominika’s strategy to enable video creation across Aspia involved a structured approach, turning members from 6 departments (and counting) into skilled Storykit users. Here’s how they do it:
1. Initiated onboarding sessions: Aspia coordinated with their Storykit representative to organize tailored onboarding sessions for different teams, ensuring a solid introduction to the tool.
How did you get your colleagues with no video experience excited about creating videos?
— I just told them that if you have created a powerpoint then you can create a video in Storykit. This eases their minds, says Dominika.
2. Provided ready-to-use templates: Drawing from her previous experience on easing initial hurdles, Dominika created templates for colleagues to immediately use, simplifying the first steps for new creators.
— People love having templates when they are starting out with video creation. Then they don’t have to worry about marketing's approval and can just get started creating anything they want, says Dominika.
3. Facilitated feedback and support: After a team member created a video, a review process was in place to give them feedback and help them improve. When it comes to this step, Pia says:
— When you're encouraging your team to do something new, you should always be ready to give feedback and build their confidence. And that is what we do. Whether it's me, someone else from the marketing team, or our Storykit representative, we always give support to other departments.
In her previous role at a data and analytics company, Dominika leveraged Storykit to its full potential, scaling video creation to different branches in 18 countries and achieving significant savings (1,2 million EUR in just one year, to be exact).
Upon joining Aspia, a large firm specializing in accounting, tax, and interim management, Dominika recognized a similar opportunity and knew she and Pia Törnqvist, Marketing Director at Aspia, could replicate the same success using Storykit.
Dominika says:
— From past experience, I knew that video was the best way to share complex messages and stories for big enterprise companies. And since I already knew what could be achieved with Storykit, I was sure the tool would be the right choice for Aspia too.
— I knew Storykit was a great resource since it was already enabling me to share PR on LinkedIn and create videos for our internal communications. However, Dominika and I realized that it could be leveraged in a bigger way, says Pia.
To kick off this new era of content, Pia and Dominika got in contact with Aspia’s Storykit representative and created a plan using the similar tactics that were used at her previous employer.
Since implementing Storykit, Skanska Sweden has seen a notable boost in their social media visibility.
– The transition from solely using text and still images to now engaging our audience with more relevant and captivating content has led to an increase in followers, interactions, and overall attention across our digital channels.
Nowadays, when Caisa and her team get an idea, they always ask themselves: “Is this a full article or is it an explainer video?”
This new way of thinking, made possible by Storykit, allows Skanska Sweden to share smaller, previously untold stories.
– We're a small content team at Skanska Sweden, but we're proud that we can now create multiple videos per week using Storykit. Last year alone, we produced 68 videos, matching our output from the year before, and we're aiming for more this year.
– When it comes to video creation, our focus is primarily on explainer videos that complement our other content. Sometimes, our videos are based on in-depth articles, for which we create simplified video versions.
– We also make a lot of video trailers for longer articles. By doing this we get more people to click through to the longer pieces.
– In addition, we produce standalone videos for both external and internal use, from digital channels to conferences, meetings, and presentations.
→ Read Caisa’s inspiring story of igniting internal discussions with video.
– We are planning to focus more on LinkedIn in 2024. We know that the LinkedIn algorithm really likes and promotes videos, which gives us an edge since we already have a stronger hand with our video content compared to other companies in our industry that don't work with video.
– Of course we're excited to explore Storykit's new AI features as well. It feels great working with Storykit and knowing you're developing your AI so we can stay ahead and make our content creation even more efficient.
Get inspired by how Caisa’s team is using video at Skanska Sweden, both externally and internally, with these two stories.
“As I’ve mentioned, the construction industry can be quite complex. Take the Slussen project in Stockholm, for instance.
It's massive and never-ending and dates back to the 16th century.
And specifically for this project, we have a lot of different audiences that we need to reach out to.
The City of Stockholm is our main client and we need to keep them informed about ongoing developments. However, there are countless others impacted daily as they commute by bus and subway. So we need to keep them updated on what's happening as well.
It's crucial to explain our actions and reasons, addressing the key questions: What are we doing and why?
This means we have to engage with the public and be able to explain something very complex in a very short and direct way.
And here is where we feel like video is helping so much because it enables us to narrow everything down.
For instance, we made a video about a fish step we built using ancient stones from Gustav Vasa's wall. In this video, we talked about the circulation of materials, sustainability, and the technical aspects of the step.
It’s very complex but by putting it in a video we were able to take a complex project and make it more accessible.
And this is where the importance of being able to create many videos comes in.
Instead of creating one long video about the whole project, we've broken it down into smaller segments and now have numerous videos – think about 100 – each focusing on a different aspect of Slussen.
It's all about storytelling. Every video in itself is a story, but each one helps us bridge over from step stone to step stone in this very big and complex project that is Slussen.”
“Recently we hosted an internal gathering at our office, bringing together 100 of our Skanska Sweden employees. The agenda was to strategize and discuss our business plan for the future.
Of course to do this effectively we needed to take a look at what was happening in the world, eventually narrowing down to 12 key areas to focus on (i.e. the economy, ongoing conflicts, etc.).
But, instead of putting a text in their hands and explaining all of these elements and how they are impacting us, we made small videos about them instead.
For example, “How the economy is affecting Skanska in the long run,” and more like that.
To create them, we just used short copy, stock photos and some photos from our personal library.
So instead of putting together a lengthy PowerPoint or handing everyone a long 90-page complex text, we chose videos to start a discussion and encourage people to be creative. And we were able to create these quickly in Storykit.
When you need to take something very big and make it understandable to 100 people, video is great. Especially for this event where we wanted to get a discussion started and didn’t want people to spend time reading complex things."
Skanska, with its roots in Sweden since 1887, has grown into a leading global construction powerhouse. Today, they proudly operate across key markets including Sweden, Norway, Finland, Poland, the United States, and the United Kingdom. Their diverse and talented team of 30,000 professionals worldwide is dedicated to building a better society through innovative and sustainable construction solutions. See how the Skanska Sweden team is using video to communicate this.
Skanska’s digital presence—which spans LinkedIn, Meta, Facebook, Instagram, YouTube, and their own platforms like Skanska.se and their intranet—requires them to produce and publish more videos to stay relevant and reach a bigger and broader audience.
– With Storykit, we can now do this without relying on an external agency which costs between 10,000 to 40,000 for one video.
– Our content and employer branding teams needed something straightforward, and Storykit was just that. It's designed for people like us, who aren't trained motion designers but need to produce quality video content.
Caisa highlights the ease of use:
– A quick training session, and we were all set. The platform's templates ensure that anyone can make a video that looks and feels like Skanska.
Caisa Jansson, Content Leader at Skanska Sweden, has been on this task for over a year and a half:
– Our job is to make complex construction processes understandable to everyone; from the daily commuter to city planners and our internal teams.
This is especially important for big projects, such as the Slussen project in central Stockholm, which involves rebuilding the area with new infrastructure, including bridges and locks, to improve transportation and manage water flow in Stockholm.
When it comes to projects like Slussen, Caisa says:
– There is a lot of information that needs to be communicated and we need to be able to do that in an efficient way.
That’s where Storykit came in.
Caisa's team knew that video was the best format for sharing their complex messages but needed a simpler, more affordable way to ramp up production.
