The Storykit blog

The old playbook says launch big, polished campaigns quarterly. The new reality? Brands that publish consistently – even imperfectly – are capturing exponentially more mindshare, engagement, and pipeline. The secret isn't bigger budgets or larger teams. It's shifting from sporadic "evergreen" content to an always-on video engine powered by what you already have.

The Frequency Advantage Is Real (and Measurable)

Here's what the data tells us about consistency versus perfection in B2B social media.

Regular posting on LinkedIn drives 5.6x more follower growth than irregular posting. Yet only 1% of users post weekly – and generating heaps of impressions. This isn't about flooding feeds with noise. It's about maintaining presence while competitors go dark between campaigns. Native video on LinkedIn generates 5x the engagement compared to text, and that gap widens when you post consistently. Short, frequent videos compound their impact over time, while big-bang campaigns create momentary spikes that fade within days.

Consider Aspia's approach. The management consulting firm produces around 30 videos monthly using automation. The result? "We witnessed a 30% surge in our follower base last year alone," says Dominika Dzielak, Content Manager at Aspia. More importantly, they're saving 1.6 million EUR annually compared to agency costs – budget they can reinvest in growth initiatives rather than production overhead.

Your Existing Content Is a Video Goldmine

Most marketing teams sit on mountains of untapped video potential: blog posts, case studies, whitepapers, webinars, newsletters. Each piece represents multiple video opportunities waiting to be activated.

The math is compelling. Repurposed content strategies show 32% higher ROI versus creating net-new assets every time. One webinar can become 10–15 short videos, each targeting different audience segments or platforms. A single case study can spawn quote cards, stat highlights, problem-solution narratives, and outcome celebrations. Blue Sky Video Marketing turned four customer stories into 45 distinct videos, creating a comprehensive testing and retargeting library that improved both paid and organic performance.

"We're not talking about 100% automation," notes Peder Bonnier, CEO at Storykit. "We automate up to 95% of the process, ensuring the human touch is applied where it's most needed – the message and strategy. The production becomes invisible."

Building Your Always-On Engine

The recommended posting cadence for maintaining presence varies by platform: LinkedIn needs 3–5 posts weekly, Instagram demands 3–5 posts with 1–2 daily Stories, while X/Twitter performs best with 2–3 daily posts. Those numbers feel impossible with traditional video production. With automation, they become Tuesday's output.

PostNord exemplifies this transformation. The logistics giant produced 40 recruitment videos in one month, then turned internal policies into platform-specific videos for their 20,000+ employees. No additional headcount. No agency fees. Just systematic repurposing of existing content through automated workflows. The result? Stronger employer brand visibility and dramatically improved internal engagement – all while reducing production time by approximately 80%.

Why Automation Changes Everything

Traditional video production operates on scarcity economics: high cost per video, long production cycles, specialist bottlenecks. Automation flips this model entirely.

AI-powered video tools reduce production time by 60–90%, typically cutting a 4-hour process to 20 minutes or less. Teams report 3x increases in monthly video output without adding headcount. Localization that once took weeks happens in minutes. Brand consistency that required manual oversight becomes automatic.

"Automation doesn't replace creativity – it removes drag," explains Fredrik Strömberg, Chief Innovation Officer at Storykit. "When teams can produce videos as easily as they write emails, they experiment more, learn faster, and find what resonates with their specific audiences."

This shift from scarcity to abundance fundamentally changes how brands approach video. Instead of betting everything on one perfect piece, teams can test multiple angles, messages, and formats simultaneously. Each video becomes a data point, informing the next iteration.

Start Your Transition Today

Moving from evergreen to always-on doesn't require dismantling your current strategy. Start with these steps:

Week 1: Identify your top-performing blog post or case study. Create four videos from it: a key stat highlight, a problem-solution story, a quote card, and a three-tips summary. Post them across the week.

Week 2: Establish a repurposing rhythm. Every new piece of content automatically generates 3–5 video variations. Build this into your content calendar as standard practice, not an afterthought.

Week 3: Track performance religiously. Which formats drive engagement? Which messages resonate? Use data to refine your approach – something impossible when you only publish quarterly.

Week 4: Scale what works. If quote cards outperform tutorials, produce more. If 30-second videos beat 60-second versions, adjust accordingly. Let audience behaviour guide your evolution.

The brands winning on social aren't the ones with the biggest budgets or the most polished content. They're the ones showing up consistently, testing continuously, and treating video as an everyday tool rather than a special occasion. Your audience doesn't need perfection. They need presence. And with automation making video production accessible to everyone on your team, there's no excuse for silence between campaigns.

The question isn't whether you should increase your video frequency. It's whether you can afford to let competitors dominate the conversation while you're still planning your next big launch.

Ever since video became the dominant format on social platforms, a strange whisper keeps making rounds in marketing circles: “Platforms are deprioritizing video.” And every time it surfaces, we see teams start to pull back on video content, convinced the golden age is over. But here’s what the actual algorithm guidance reveals — video isn’t dying. It’s evolving. And the winners are the ones who understand what truly drives distribution in 2025.

What Platforms Actually Prioritize Now

Let's cut through the speculation with platform facts. LinkedIn continues to favour video that earns meaningful engagement and dwell time. Meta explicitly ranks Reels and native video above static posts across Facebook and Instagram. YouTube? They're doubling down on Shorts, testing successful content across increasingly broader audiences.

The confusion stems from a fundamental misunderstanding. Platforms aren't deprioritizing video – they're deprioritizing bad video. Random uploads without strategy? Dead on arrival. But text-driven, caption-rich videos that deliver clear value? They're outperforming everything else.

The Metrics That Matter

Forget vanity views. Modern algorithms obsess over quality signals: dwell time, completion rates, saves, and meaningful comments. Instagram now weighs saves higher than shares, which rank above comments, which beat likes. LinkedIn tracks how long someone lingers on your post. YouTube analyzes whether viewers watch 95% of your content or bail after three seconds.

This shift explains why text-led videos excel. When viewers can read along – even with sound off – completion rates soar. When key insights appear as on-screen text, saves multiply. When complex ideas become scannable video snippets, dwell time extends. The algorithm notices. And rewards accordingly.

"We're seeing teams transform existing articles into text-first videos and achieve 3x higher reach than their static posts," notes Jonna Ekman, Marketing Director at Storykit. "The algorithm loves content that holds attention, and text overlays create that perfect mix of quick scanning and deep engagement."

The Frequency Formula Nobody Talks About

Here’s what most “algorithm experts” won’t tell you: consistency beats perfection — and posting more really does drive better results. On LinkedIn, teams that publish 2–5 times per week already see significant gains in reach and engagement. Step it up to 6–10 posts per week, and the lift gets even stronger. Go beyond 11 posts weekly, and both reach and engagement compound. More posts spark more conversations — and the more you post, the further each post travels.

This creates an impossible equation for resource-strapped teams. How do you maintain algorithm-friendly frequency without burning out your creators or your budget? The answer lies in systematic repurposing and automation. That blog post? Turn it into several videos – a key stat highlight, a three-tip summary, a provocative quote card, a myth-buster snippet. One FAQ page becomes a week of social videos. A single newsletter spawns multiple platform-specific cuts.

Why Text-First Video Wins the Algorithm Game

Algorithms now parse on-screen text and captions to classify and distribute content. This isn't speculation – it's documented platform behaviour. Text-overlay videos see higher completion rates in silent autoplay environments. Captioned content drives accessibility and engagement simultaneously.

Consider the typical scroll behavior: viewers decide in under three seconds whether to continue watching. Text-driven videos communicate value instantly – no sound required, no complex visuals needed. A bold headline, a clear benefit, supporting data on screen. The algorithm recognises this engagement pattern and amplifies distribution.

"Our AI transforms any text into compelling video because we recognised a fundamental truth," explains Fredrik Strömberg, Chief Innovation Officer at Storykit. "The most scalable, algorithm-friendly content already exists in your written materials. It just needs the right visual format to thrive on social platforms."

The Automation Advantage

Manual video creation at algorithm-pleasing frequency would require doubling headcount. But modern automation flips the economics. Storykit's text-to-video AI converts articles, FAQs, and documents into platform-optimized videos – maintaining brand consistency through templates while enabling the amount of posts per week that algorithms reward.

The workflow is deliberately simple: paste your text or URL, select your format (1:1, 9:16, 16:9, 4:5), and publish. Automated captions ensure accessibility. Brand kits maintain visual consistency. The API even enables "video creation on autopilot" directly from your CMS.

This isn't about replacing creativity – it's about removing friction from proven workflows. When teams can transform existing content into algorithm-optimised videos in minutes rather than hours, maintaining competitive frequency becomes sustainable rather than exhausting.

Your Next Move

The platforms haven't abandoned video. They've raised the bar for what constitutes valuable video content. Text-driven, caption-rich, frequently published videos that repurpose existing materials aren't just surviving the algorithm changes – they're winning because of them.

So start small. Pick one piece of existing content today. Transform it into a text-led video. Post it with strategic timing. Track the engagement difference. Then systematize the process. Because while others debate whether video is dying, smart teams are quietly dominating feeds with sustainable, scalable video workflows that algorithms can't help but promote.

Your brand channel gets 8x less engagement than your employees' posts. That's not a typo. It's the reality of social media in 2025 – and the opportunity most organizations are missing.

LinkedIn's 2025 algorithm updates make this crystal clear: authentic human voices get rewarded while automated, corporate-sounding content gets buried. The platform actively boosts employee-generated content over identical posts from company pages.

Consider these numbers: Employee-shared content achieves up to 8x more engagement than company page posts. When Deloitte activated 7,000+ employees in their LinkedIn advocacy program, they generated 720,000 additional clicks. Employee shares drove over 50% of their social referral traffic.

Why? Because people trust people. 92% of B2B buyers trust employee recommendations over brand advertising. Your customer success manager sharing a client win feels authentic. Your HR lead posting about company culture carries weight. These aren't ads – they're real insights from real humans.

So while marketing teams scramble to feed the content beast with shrinking budgets and resources, the most powerful publishing force sits untapped: your entire workforce. From HR announcing new roles to customer success sharing wins to engineers explaining product updates – every team member has stories that could amplify your brand reach.

This shift from centralized to distributed content creation isn't just about volume – it's about relevance. Your recruiter knows what resonates with job seekers. Your sales team understands customer pain points. Your product team can explain features with credibility marketing never could.

But here's the problem: asking non-marketers to create  content, especially video – the format every audience craves, sounds like asking them to perform brain surgery. Traditional video production requires skills, tools, and time that most employees simply don't have. Or does it?

From Bottleneck to Breakthrough

The traditional content creation model – where everything flows through marketing – simply can't scale to meet today's publishing demands. Posting 2-5 times per week is baseline for engagement growth; scaling to 6-10+ posts yields even better results. No single team can sustainably produce that volume while maintaining quality, but a whole organization can.

And here's where technology changes everything. Automated video tools reduce production time by ~70% and costs by 60-80%, enabling massive output increases without proportional resource growth.

Text-to-video AI platforms like Storykit eliminate the technical barriers that once made video creation specialist work. Employees simply input their message – a job posting, product update, or customer story – and the platform handles the rest: brand compliance, aspect ratios, captions, animations, even translations for global teams.

Building Guardrails Without Building Walls

Decentralized doesn't mean chaotic. Successful organizations adopt a hub-and-spoke governance model: marketing sets standards and provides tools, while teams create content independently within those guidelines.

Smart automation platforms build compliance into the workflow. Brand colors, fonts, and logos get applied automatically. Messaging frameworks guide storytelling without stifling authenticity. Approval workflows catch sensitive content before publication. The result: brand safety without bottlenecks.

"We have high demands on brand adherence, but still, anyone can make video in Storykit," explains Åsa Törnqvist, Brand and Event Specialist at Canon. "Almost nothing can go wrong, and the video will come out as we want."

The Multiplication Effect

Another example: When Aspia empowered employees across departments to create videos, they didn't just increase output – they transformed their entire content economics. "By creating video in Storykit, we're saving 1.6 million EUR each year compared to what we would have paid an agency," says Dominika Dzielak, Content Manager at Aspia.

But the real value isn't just cost savings. It's the compound effect of consistent, authentic, human-centered content. Native LinkedIn videos drive 5x higher engagement than non-video posts and get shared 20x more often. When every employee becomes a publisher, your brand presence multiplies exponentially.

Your Next Move

The question isn't whether to activate your employees as content creators – it's how quickly you can make it happen. Start small: identify five enthusiastic employees from different departments. Give them a simple text-to-video tool. Create basic guidelines, not encyclopedias. Measure engagement, not perfection.

"Every team member can become a social media publisher," notes Fredrik Strömberg, Chief Innovation Officer at Storykit. "The technology exists to unlock that creative potential without requiring video expertise. Organizations that embrace this shift will dominate their feeds while others struggle to keep up."

The math is simple: one marketing team creating content can't compete with an entire organization of publishers. The tools exist. The opportunity is clear.

Turn your workforce into your content force – and start this week.

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Every day, your support team answers the same questions. Your help center collects dust while customers search for answers. Your latest product update sits unread in inboxes. Meanwhile, your social channels struggle for fresh content.

Here's what you're missing: those FAQs, support docs, and news updates aren't just information – they're your next hundred social videos, waiting to happen.

The Content You Already Have Is What Your Audience Actually Wants

78% of people prefer learning about products through short videos rather than reading text. Yet most organizations sit on mountains of written content – FAQs, help articles, product updates, press releases – that never make it to social. This isn't just missed opportunity; it's actively ignoring what audiences demand.

Think about your last FAQ update. How many people actually found it? Now imagine that same answer as a 30-second video, appearing right where your audience scrolls. Companies that repurpose existing content save 60-80% of creation time while expanding their reach by up to 400%.

The math is simple: transform what you already publish into the format people actually consume.

Why Support Content Makes Perfect Social Videos

Your support documentation solves real problems. Your FAQs answer genuine questions. Your news updates share timely information. This is exactly what performs on social – helpful, relevant content that provides immediate value.

‍Short-form video is still king across platforms, with algorithms prioritizing fresh, frequent posts. When you convert a help article into a quick explainer video, you're not just answering one customer's question – you're proactively serving thousands who have the same issue but haven't contacted support yet.

Take Majority, the U.S. banking app for immigrants. They transformed complex banking explanations into simple social videos in both English and Spanish. The result? Significantly more views and interactions compared to static posts, plus clearer customer service materials that actually get used.

The Automation Advantage: From Text to Video in Clicks

Here's where it gets interesting. You don't need a video team to make this work. Modern automation turns any text into on-brand video in minutes, not days.

This isn't about replacing creativity – it's about removing friction. When you automate the heavy lifting (formatting, branding, rendering), your team can focus on what matters: the message.

‍Companies using marketing automation report earning $5.44 for every dollar spent. When applied to video, the returns multiply. Aspia, for instance, saves 1.6 million EUR annually compared to agency costs while producing 30 videos monthly.

Start With What You Published Yesterday

Pick one FAQ from your help center. One product update from last week. One paragraph from your latest blog post. Transform it into a 30-second video and post it today.

The beauty of this approach? You're not creating content – you're maximizing what exists. Your support team has already written the script. Your news team has already crafted the message. You're simply giving it the format your audience prefers.

‍Posting frequency directly impacts reach on LinkedIn. Moving from one post weekly to 2-5 posts can increase impressions by over 1,000 per post. When that content is video, the impact compounds.

Tools like Storykit automate this entire process, analyzing your text, creating scripts, adding visuals, and maintaining brand consistency. But the principle works regardless of your tools: stop letting valuable content languish in text form.

Your FAQs aren't just support documentation. They're social proof, educational content, and engagement drivers. Your product updates aren't just internal news – they're stories your audience wants to hear.

Every piece of written content in your organization is a video waiting to happen. The question isn't whether to transform it, but how quickly you can start!

The math is compelling: job postings with video receive 34% more applications, and candidates who watch recruiting videos are 64% more likely to apply. Yet most companies still post walls of text on LinkedIn and wonder why quality candidates scroll past.

The Problem With Perfect

Here's what typically happens: HR decides they need a recruitment video. Six months and $50,000 later, they have one polished piece that lives on the careers page. Meanwhile, competitors are posting weekly employee stories that rack up thousands of views.

The evidence is clear – frequent, authentic content drives more engagement than sporadic polished pieces. Short-form recruitment videos under two minutes get shared significantly more on LinkedIn, expanding your reach far beyond what any single high-production video achieves.

"Companies often think they need Hollywood-level production to compete for talent," says Jonna Ekman, Marketing Director at Storykit. "But candidates want authenticity. They want to see real employees talking about real experiences – and that content already exists in your employee testimonials and culture blogs."

Transform What You Have

Your existing content library holds more power than you realize. That detailed job description for your senior developer role? It becomes two 30-second videos highlighting key responsibilities and team culture. The blog post about your hybrid work policy? That's three short videos showcasing flexibility, collaboration, and work-life balance.

McDonald's increased applications by 30% after launching recruitment videos that simply showcased their culture and benefits. They didn't reinvent their employer brand – they just presented it in the format candidates actually consume.

The multiplier effect is remarkable. One employee testimonial can become a quote card for Instagram, a video for LinkedIn, a snippet for your career site, and a video highlight for recruitment emails. Content shared by employees earns eight times more engagement than content shared via brand accounts, amplifying your reach organically.

Automation Changes Everything

This new demand for ongoing, authentic video collides with how most companies are set up to produce content. Traditional video production is too slow, too expensive, and too resource-heavy to meet the volume modern recruiting requires. In other words, the traditional video production model breaks at scale.

But AI-powered text-to-video tools can reduce production time from days to minutes, enabling teams to produce 10 to 50 videos in the time they previously made one or two.

"We're seeing recruitment teams transform their entire content strategy once they realize they can turn any text into video," notes Fredrik Strömberg, Chief Innovation Officer at Storykit. "They're not waiting for quarterly production cycles anymore. They're publishing weekly, sometimes daily, and the algorithm rewards that consistency."

This shift particularly matters for email outreach. Including video in recruitment emails can boost click-through rates by 65%, with some studies showing lifts up to 300%. Best practice? Use a compelling thumbnail that links to the video, rather than embedding directly.

How To Build Your Pipeline Today

Start with your lowest-hanging fruit. Take your five most recent job postings and create one video for each. Focus on the role's impact, team dynamics, and growth opportunities. Keep them under 90 seconds. Add captions—92% of users watch videos with sound off.

Next, mine your employee testimonials. Every quote about company culture, career development, or work flexibility becomes standalone video content. L'Oréal saw a 50% increase in applications for senior roles after creating videos that highlighted their commitment to diversity through real employee voices.

Finally, establish a rhythm. Post twice weekly on LinkedIn. Include video thumbnails in every recruitment email. Update your career site monthly with fresh content.

The companies winning the talent war aren't the ones with the biggest production budgets. They're the ones publishing consistently, authentically, and frequently. Your content library is ready. The only question is whether you'll activate it before your competition does.

Here’s what most organizations get wrong about social media: they treat it like a marketing department problem. Meanwhile, HR sits on compelling employee stories, sales hoards customer wins, and product teams document features that never see the light of day. All while marketing scrambles to fill content calendars alone.

The data tells a sobering story. Employee-shared content generates 8x more engagement than posts from brand accounts. Personal posts see 9x better performance than curated content, and employees’ networks can be 10x larger than company pages. Yet 72% of organizations now use technology platforms for employee advocacy—but most of that potential still sits dormant in emails, memos, and internal docs.

The hidden publishers in your organization

Every department creates content daily—they just don’t realize it’s social media gold. Your HR team writes job descriptions that could become recruitment videos. Customer service crafts knowledge base articles perfect for educational content. Sales documents case studies waiting to be visual stories.

Consider PostNord’s transformation. When they equipped teams beyond marketing with video creation tools, they produced 40 unique recruitment videos in one month. The same internal policies that once gathered dust became multi-format video content, appearing everywhere from LinkedIn to coffee machine displays across Nordic offices.

“We’re sitting on mountains of text that could be driving engagement,” notes Jonna Ekman, Marketing Director at Storykit. “The challenge isn’t creating content—it’s recognizing what we already have and giving teams the tools to transform it.”

Why video changes everything (even when text performs well)

Platform algorithms create confusion. Text-only posts outperform video on X/Twitter by 30% and static images beat Reels on Instagram with nearly double the engagement rate. But here’s what those statistics miss: video content scales differently. One source becomes five formats. One message reaches multiple audiences. One investment compounds across channels.

Traditional video production costs $2,000–$50,000 per video, with 2–8 week turnaround times. Those economics force companies into a scarcity mindset—fewer videos, higher stakes, marketing-only control. But text-to-video automation cuts costs by 60–80% and compresses timelines from weeks to hours.

Aspia discovered this when they empowered employees across departments to create videos. They now produce 30 videos monthly while saving €1.6 million annually compared to agency costs. More importantly, their LinkedIn following grew 30% because consistent publishing beats perfect production every time.

Building guardrails without building walls

The fear is obvious: give everyone publishing power and watch brand consistency evaporate. But modern automation platforms solve this through intelligent constraints. Templates enforce visual standards, brand kits lock colors and fonts, and AI validates tone before anything goes live.

“Almost nothing can go wrong,” explains how Canon’s Åsa Törnquist describes their experience with automated safeguards. “Anyone can make video, and it will come out as we want.”

The multiplication effect of distributed publishing

When teams beyond marketing become publishers, compound effects emerge. Employee networks are 10x larger than company pages, and personal posts generate 76% more trust than branded content. Suddenly, your reach multiplies not through paid promotion but through authentic voices across the organization.

The workflow becomes surprisingly simple. Newsletter announcements spawn multiple video formats. Blog posts generate trailer videos, stat breakdowns, and quote cards. Job postings transform into culture videos that attract talent while building brand.

“Process automation isn’t about replacing creativity,” says Peder Bonnier, CEO at Storykit. “It’s about removing friction so teams can focus on what matters—their expertise and authentic perspective—while machines handle the mechanical transformation.”

Start with one team, one source, one week

Pick your highest-volume text producer—maybe HR with their weekly job posts, or customer success with their FAQ updates. Give them text-to-video automation tools with clear guardrails. Transform one document into three video formats. Measure engagement across channels.

The results compound quickly. Fleet Feet saw a 305% engagement increase, and a single Papa John’s employee video reached 183 million views. These aren’t anomalies—they’re predictable outcomes when you expand your publisher base beyond marketing.

Your competitors still treat video creation as a specialized skill. They guard publishing rights behind approval chains. They wonder why their social presence feels stale while yours suddenly pulses with authentic energy across every platform. The revolution isn’t coming. It’s here, hiding in your next team meeting, waiting to be unleashed.