January 24, 2025
December 20, 2024
Join our upcoming webinar: Overperform on social media: Copy our proven tactics
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.
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.
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.
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.
Here is Skanka's video of the fish step.
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.
Skanska’s approach to video communication is a model for the industrial sector. By leveraging video, companies can:
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.
Storykit News
Preem leads with groundbreaking press release-to-video automation technologyJanuary 24, 2025
December 11, 2024
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.
For media inquiries (interviews, video, photos), please contact:
Jonna Ekman, Communications Director, Storykit
jonna.ekman@storykit.io
+46 701 62 23 82
Marketing Strategy
Steal our social media plan for 2025January 24, 2025
November 28, 2024
Join our upcoming webinar: Overperform on social media: Copy our proven tactics
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 I’m here to make it easy for you.
I’m 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?
Keep reading to learn:
To elevate your social media presence in 2025, the formula is clear: consistent and frequent posting is essential for boosting followers, increasing impressions, and generating leads.
“If there’s one piece of advice I can give, without a doubt, to any company aiming to boost their success on social, it’s this: Publish more.”
This is a quote from Peder Bonnier, CEO at Storykit, and it’s not just something he says because he has seen what works for thousands of our customers.
It’s also a fact: No one is able to succeed on social by posting every now and then. Quite the opposite – all really successful social media accounts, across platforms and industries, post consistently, and a lot.
I mean, look at these numbers:
We’ve established that posting more often is crucial—but is there such a thing as too much? The answer: No!
To illustrate this, we analyzed how frequently some major players post on one feed from one account in a single week.
Here’s what we found:
Now, ask yourself: how much do I post every week, and am I even remotely close to 28 posts a week?
Probably not. And we’re not showing you this to stress you out (we’re not remotely close to posting 28 times a week either, let alone 353 times on one day), but to show you that you never have to be afraid of publishing “too much”.
If Forbes can post 353 times in just one day, there’s no reason you can’t step up your game too. Yet, many marketers fall into the trap of a few common excuses.
Don’t let these hold you back:
“Won’t I annoy people?” Actually, no. The only reason people use social media is to consume content. By posting consistently, you’re providing what they want. Plus, consistent posting keeps your brand top of mind.
Consider this: It takes 894 LinkedIn impressions to generate a single website visit. Posting less won’t help you reach that level of visibility. The more you post, the better your chances of connecting with your audience.
Also: this is one of those rare times when you should trust the algorithm. If people don’t want to see your content, and don’t engage with it, they will see less of it.
“Won’t they get bored if I post the same messages?” Not at all. If your content is valuable, people will engage. If it’s not their cup of tea, they’ll just scroll past. And most of the time your followers don’t even see every post you make.
Remember: Repetition is actually a strength. The rule of 7 (which should be more like 73 these days) suggests that a potential customer needs to encounter a brand’s marketing messages at least seven times before making a purchase decision. Reinforcing your key messages through repetition is how you create impact and build recall.
“I’m out of ideas!” You don’t need to reinvent the wheel every time. You already have content goldmines—blog posts, newsletters, case studies, reports, videos. The key is to repurpose and redistribute the key messages within these content pieces strategically.
Fun fact: 29% of video marketers say their biggest challenge is a lack of content ideas. The truth? You don’t need new ideas, just better ways to reuse what you already have. Most of your audience hasn’t seen all your content, doesn’t remember it, or would benefit from seeing it again.
→ Navigating top video marketing challenges [What I wish I knew earlier]
Now that we’ve covered what's important in a social presence, let's break down how to get it done.
A few things to keep in mind:
Ready? Let’s hop straight into planning!
Before you start digging into themes and subjects, you need to give yourself some guardrails. Being able to do “anything” can sound fun, but will become overwhelming and hard to track.
Start by asking yourself these questions:
Our goal is to post at least once daily on our company LinkedIn account, but often it ends up being more—we’ve got lots to share!
Our posting strategy is mainly based on our website content and has three core elements:
Repurposing is our secret weapon. We transform blogs, case studies, ebooks, and other existing materials into fresh, bite-sized text-based video content. With this approach, we eliminate the excuse of having nothing to post because we already have a goldmine of under-utilized, high-quality content ready to shine.
→ Repurposing content for social media: 22 text-to-video examples to inspire you
When we create fresh content—like weekly newsletters, blog posts, case studies, or webinars—we go all out to make it consumable through video.
→ Why posting once isn't enough: The rules of successful content distribution
We’re proud of our culture, and we love to showcase it. From videos highlighting company events and employee spotlights to fun memes, we make space for content that shows off our workplace and team spirit. It’s also great for recruitment and employee advocacy.
→ Discover the 90-10 rule for social media success: Utilize 90% repurposed content & 10% fresh material.
Our main focus is tracking impressions. Our goal is to grow brand awareness and maintain daily visibility, which we measure through the total weekly impressions of all posts.
While we also track engagement, we understand that a post doesn’t need a ton of comments or likes to be impactful—sometimes, it resonates with someone in ways that aren’t immediately visible.
→ How to measure success for social media videos
Here’s why our strategy delivers results:
Now that you understand the foundation of our strategy, it’s time to put it into action. Here’s our simple yet powerful 4-step framework to help you plan, create, and execute your social media posts like a pro.
Start by organizing all your existing content in one place. This could include:
Centralizing your resources ensures everything is easily accessible when you need it. For example, at Storykit, the content team maintains this document, helping the social media team quickly locate materials for distribution or repurposing.
Use a structured template like this:
Content tracking template >
A content calendar ensures you always have something to post while leaving room for spontaneity.
Here’s how to get started:
How to distribute new content:
Use a template like this to make scheduling easy:
2025 social media distribution calendar >
This is where the fun begins. Create videos in advance for scheduled content:
→ Learn how to create 5 videos out of one blog here
Don't hesitate to post the same content multiple times—scheduling it once doesn’t mean it’s done. For example, add it to your distribution document for February, then schedule it again for March to maximize its reach.
Keep a record of what you’ve shared and when. Use a tracking document to:
Note: If this is overwhelming to you then skip this! The most important part is that you are distributing as much as possible.
We’ve mentioned some of the kinds of videos we post—here are a few specific examples.
Showcasing real-world success stories to demonstrate the impact of our solutions.
Sharing valuable insights and resources from our blog to drive engagement and traffic.
Short, engaging snippets from our webinars to highlight key takeaways and encourage viewers to watch the full session.
Posts that announce upcoming webinars or live events we are attending, including topics, speakers, and how to register.
Highlighting exciting career opportunities and inviting talented individuals to join our team.
Lighthearted posts that give a glimpse into our team’s personality, values, and what makes our workplace unique.
You can spend hours crafting the perfect social media strategy, but the most important thing is to show up consistently. Even if things don’t go exactly as planned, posting regularly and engaging with your audience will always be the foundation of success.
Remember, social media is a dynamic space—plans may shift, content may evolve, and trends may come and go. What matters most is staying present, adapting as needed, and continuing to connect with your audience.
And if you’re looking for a way to streamline your content creation and stay consistent, Storykit can help. Let’s work together to make your social media strategy both effective and achievable.
Resources included in this document:
Further reading:
Transform your ordinary information into extraordinary stories. With Storykit everything can be a video.
Skip the brand guidelines guesswork. Cut straight to stunning video that’s automatically on-brand for smooth approvals and faster publishing.
With Storykit anyone in your company (including you) can make scroll-stopping, professional video content.
