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Join our upcoming webinar: How to reach your social media goals in 2025

• Date: Thursday, January 16th
• ‍Time: 11:00 AM (CEST)

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If you're just getting started, don’t worry. We’re here to help you focus on the key metrics that truly matter.

Approach social media as a brand-building platform, not a marketplace

One of the biggest mistakes businesses make on social media is treating it like a marketplace—focused solely on conversions and direct sales. And while those metrics are great, they take time to build.

Instead, you should approach social media as a brand-building platform. The goal is to get people familiar with your brand, build trust, and stay top-of-mind over time.

Unless you’re a B2C company selling products, video is most effective as a tool for awareness rather than immediate conversions. It allows you to showcase your brand’s personality, connect with your audience, and establish trust over time.

With this in mind, here’s how to approach tracking your success.

1. Start with impressions

Impressions should be your primary focus, even before you think about conversions or leads. They measure how often people see your content—an essential first step in building awareness and familiarity.

HockeyStack’s recent survey highlights just how crucial impressions are for driving results:

For the average B2B SaaS company:

• It takes 894 LinkedIn impressions to generate a single website visit, a 23% increase from last year.
• To close a SQL into a deal, companies require 965 LinkedIn impressions and 99 touchpoints, up 15% compared to last year.

As deal sizes grow, the numbers rise:

• Companies with deals over $100K need 2.65x more touchpoints and 3.95x more impressions to generate MQLs compared to those with deals under $10K.

Over time, these impressions will nurture your audience and guide them through the buyer’s journey.

How to measure impressions

• Track the total number of impressions across all your videos on a weekly or monthly basis.
• Track how many videos you posted to achieve that.

Remember: The total number of views across multiple videos is more impactful than one powerful video. Consistency is key. Of course, take note of individual posts that perform exceptionally well, but don’t obsess over them. More is better when it comes to building awareness.

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2. Consider engagement

After impressions, you can start to look at engagements. Engagement metrics like likes, shares, and comments can be valuable, but they shouldn’t drive your overall strategy.

Why?

Because while engagement can show active interest, passive impressions still hold significant value. Many viewers may connect with your content without visibly interacting.

Why engagement matters (But isn’t everything):

• High engagement (especially shares) signals that your content is valuable or entertaining.
• But passive impressions still hold weight. Many viewers may connect with your content without taking an action.

What to look for in engagement

• Shares: Indicate that viewers find your content valuable or worth passing along.
• Comments: Spark conversations and build community. Replying to comments strengthens connections.

Want to test how your videos resonate?

If you want to see how well your videos connect with your audience, consider running paid ads.

With paid ads, you can track dwell time—a key metric that shows how long people watch your videos. Longer watch times mean your content is engaging and resonating with your audience.

Paid ads provide a controlled way to test and refine your video strategy, ensuring it’s optimized for your target viewers.

Bringing it all together

When measuring the success of your social media videos, remember to focus on the bigger picture:

1. Impressions are the foundation. They build awareness and familiarity, which are essential for long-term growth, even before engagement or conversions come into play.
2. Engagement is the bonus. While it’s great to see likes, shares, and comments, don’t let them overly influence your judgment. Think of them as supporting indicators, not the end goal.

Finally, remember this: the total number of views from multiple videos is more impactful than one powerful video.

Consistency is key.

Consistency matters. By regularly showing up in your audience’s feed, you’re building trust, creating familiarity, and staying top-of-mind.

So, don’t obsess over the performance of individual posts. Instead, measure the overall impact of your content on a weekly or monthly basis. Celebrate the wins, learn from the data, and keep showing up.

Social media is a marathon, not a sprint—and every impression counts.

The construction industry faces unique challenges: immense complexity, extended timelines, and the need to engage a wide range of stakeholders. From city officials to everyday commuters, each group requires clear and accessible updates on ongoing projects.

This is particularly true for one of Sweden’s largest and most historic infrastructure undertakings: Slussen.

Dating back to the 16th century, the Slussen project is both massive in scale and seemingly unending. Keeping diverse audiences informed about its progress is no small task.

Skanska Sweden, a leader in infrastructure and construction, has embraced video as a modern solution to these communication challenges. As part of its work with the City of Stockholm, the project’s main client, Skanska ensures that communication is clear, engaging, and accessible to all affected parties.

By converting complex technical details into clear, engaging narratives, Skanska supports the City of Stockholm in ensuring that everyone—from technical teams to the general public—can understand and stay updated on the project’s developments. This innovative approach is setting a new standard for effective communication in the construction and industrial sectors.

Breaking down complexity with video

Communicating effectively on such massive projects is a challenge.

Skanska Sweden, a leader in infrastructure and construction, understands this firsthand. To ensure clarity, transparency, and engagement with diverse audiences, they rely on a powerful tool: video.

Here is a video created by Skanska that highlights their role as the primary builder of the Slussen project.

Reaching different audiences

For a project like Slussen, there are many different audiences to consider. 

The City of Stockholm, as Skanska’s main client, must stay informed about ongoing developments. But the project impacts far more than just city officials—countless commuters traveling by bus, subway, and other public transit systems are affected every day. Skanska recognizes the need to connect with all these groups in a clear and direct way.

Caisa Jansson highlights the challenge:

“Our job is to help our client, the City of Stockholm, make complex construction processes understandable to everyone; from the daily commuter to city planners and our internal teams. It’s crucial to explain our actions and reasons, addressing the key questions: What are we doing, and why?”

Using video allows Skanska to effectively reach and engage all these audiences, making complex updates easier to communicate and understand.

Shorter videos, bigger impact

One of Skanska’s most effective strategies has been breaking down large projects into smaller, digestible videos. Rather than producing a single, lengthy film, about the whole project, they created nearly 100 videos, each focusing on a specific aspect of the project.

“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,” explains Caisa.

By focusing on bite-sized videos, Skanska ensures they can convey both technical expertise and human interest in a format that audiences can engage with easily.

Why video matters for industrial projects

Large-scale projects require public trust, stakeholder buy-in, and ongoing transparency. For companies in the industrial sector, video offers a way to simplify complexity, share progress, and tell stories that resonate.

Caisa Jansson emphasizes the accessibility of video:

“Our job is to make complex construction processes understandable to everyone; from the daily commuter to city planners and our internal teams. Video helps us do that.”

Whether it’s explaining sustainability efforts, addressing concerns, or celebrating project milestones, video enables companies like Skanska to connect with audiences effectively.

Here is a video from Skanska showcasing highlights of the year, including key milestones achieved in the Slussen project.

The takeaway for industrial leaders

Skanska’s approach to video communication is a model for the industrial sector. By leveraging video, companies can:

• Simplify complex ideas
• Engage multiple audiences
• Build trust and transparency
• Highlight technical achievements and social impact

In a world where attention spans are short, and projects are long, video is no longer optional—it’s essential.

For Skanska, every video is more than just an update. It’s a bridge, a story, and a way to make large-scale projects accessible to all. And for companies navigating similarly complex initiatives, it’s an example worth following. Ready to see how you can automate your video creation and start making an impact? Book a demo with Storykit today

Video is an essential part of Preem’s digital strategy, says Mattias Holmqvist, Head of Media Relations at Preem:

– Video is crucial in all digital communication; it packages complex information into accessible content. It’s increasingly important for us to build engagement, and I want to ensure we have the best tools to accomplish that. When it comes to video, Storykit is an essential part of this.

With Storykit Feeds, Preem streamlines its video production and saves valuable time. 

– When we publish a press release on our PR platform, it also feeds into Storykit, which delivers ready-to-go video suggestions. We don’t have to struggle to come up with new video ideas – the platform gives us fresh perspectives, Holmqvist describes.

Storykit allows Preem to set up its own graphic profile, select image and video libraries, and specify output formats, ensuring high-quality results. 

– The videos align with our strict quality standards, and we can either use the videos as they are, or make adjustments we need.

As an innovative company, Preem sees great potential in automating video production.

– Preem takes pride in breaking new ground, not only in renewable fuels but also in how we engage audiences. With Storykit, we can highlight our transition in ways that resonate across digital platforms.

For Storykit, this release is another step forward in helping organizations tell their stories with video.

– With Storykit Feeds, you can truly put your video creation on autopilot. For Preem, we’ve set this up for press releases, but we can do this for any consistent content feed, so the possibilities are endless, says Peder Bonnier, CEO and founder of Storykit.

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For media inquiries (interviews, video, photos), please contact:

Jonna Ekman, Communications Director, Storykit

jonna.ekman@storykit.io

+46 701 62 23 82