When the City of Stockholm want to reach their users, they are using social media and video. With Storykit, they consistently improve their impact.
"Storykit is the perfect tool when we need to be fast but still work with high quality."
Start.stockholm is a website that provides information about Stockholm, Sweden. It includes an overview of the city's history, culture, attractions, and practical information for visitors. It also highlights Stockholm's sustainability initiatives and offers resources for entrepreneurs and businesses interested in establishing themselves in the city.
The official website start.stockholm has around 18 million visitors a year, but when they truly want to reach out, the City of Stockholm communications department is also actively working with social media.
– We see that people visit Stockholm.se to look for specific things, such as how to apply for preschool or school. But when we want to reach out with information, the website is no longer the right platform to use, says August Jakobsson, Communications Officer, City of Stockholm.
For this type of content, video is often an excellent choice.
– Video is a suitable format for many reasons, partly because it's a great way to tell stories, but also since it can be shared in its entirety and is easily portable in social media. This makes video easy to distribute.
Since last summer, the City of Stockholm are using Storykit for their video production.
– We wanted to be able to tell stories in an objective, educational and entertaining manner. We also wanted our videos to look good. I was thinking of developing Adobe Premier templates mimicking KIT's video look, but with Storykit we could just start working instead.
Now August and his colleagues can create their own video in Storykit instead.
– It's the perfect tool when we need to be fast but still work with high quality. This type of content, fully adapted for social media, really helps us reach through the noise.
With the help of Video Studio, more people in the communications department can create video.
– People who previously planned the video and wrote the script, but didn't know how to edit the video, can now complete the entire project on their own.
However, the idea is not to completely stop buying videos from external studios.
– We want to continue making more prominent and more advanced videos, but with Storykit we can do a lot of efficient video in-house. With the platform, we can also tell a lot more stories with video: for instance, I'd love to try to communicate more internally with short videos. For example, if we would replace a system, we could inform and educate our colleagues about it using video created in Storykit.
What is the biggest challenge when an organization like yours want to communicate on social media?
– As for everyone else: to be relevant in the right context. It is true as they say today: "Content is king, and context is queen".
– This means that we can produce even more video. For example, we want to customize our messages to a much greater extent so that the communication feels relevant to the audience around every billboard, and that is incredibly easy to do in Storykit, says August Jakobsson, Communications Officer, City of Stockholm.
Another advantage is that they can now work even faster.
– For example, we will be able to produce crisis information to the screens, without any extended lead times.
To further simplify video production, Storykit has developed a number of templates for the City of Stockholm, tailor-made for OOH.
– We need to be able to adapt the message to fit the billboards. We work very hard to get the message across in 10 seconds. Using Storykit, we can now deliver material to the web, video to social media and billboards when something happens in a short amount of time, which is an extremely cost-effective way to work, says August Jakobsson
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