Create Video Content That Actually Works

💡 Why Great Ideas Fall Flat

Video can be your most powerful storytelling tool but only if you get the mix right.

Too often, brilliant ideas flop because they’re delivered in the wrong way, to the wrong people, at the wrong time.

That’s exactly what we tackled in our latest LinkedIn Live: “Create Video Content That Actually Works.” Our Seenit video experts, Robyn Matthews and Jennie Carter, went beyond theory to share real-world examples of what brands are doing right now to make their content resonate in 2025.

👉 If you missed the session, catch the replay here - 

https://www.linkedin.com/events/7372264158651719680/

🎬 What We Covered: Your 4 Essential Takeaways

To ensure your employee-generated video content (EGC) actually lands, our session highlighted the need for a strategic, audience-first approach. Stop posting the same video everywhere and expecting different results!

Here are the four essential takeaways to help you create impactful EGC:

1. Start with the Employee Journey Funnel

Don't treat all viewers the same. Tailor your content to meet employees and candidates exactly where they are in their journey whether they're just discovering your brand (attraction), actively researching roles (consideration), or already on the team (advocacy/development).

• Top of Funnel (Attraction): Focus on short, punchy, scroll-stopping social content (like TikTok or Instagram) that grabs attention.

• Middle/Bottom of Funnel (Consideration/Advocacy): Deliver longer, more detailed, and in-depth storytelling (like career site vlogs or internal comms) for those actively seeking more information.

2. All Roads Lead Back to the Brief

The single most common reason for content failure is a weak brief. A strong brief is the foundation of successful video content. Ensure your briefing process is rock-solid to:

• Confirm Clear Purpose: Define what you want the video to achieve and who it’s for.

• Prompt Engaging Answers: Use strong, open-ended questions that lead to personal, authentic stories, rather than just "company lines."

• Encourage Support Material: Ask contributors to film B-roll, include photos, or provide extra context that will make the final edit richer and more adaptable.

3. Be a Channel Chameleon: Blend In, Don't Be an Ad

Audiences expect the content on any platform to feel native to that channel. You need to adapt your video's look and tone:

• LinkedIn/Career Sites: Content can be polished and informational, like talking-head videos with key leadership or detailed job stories.

• TikTok/Instagram: The tone should be much more informal and authentic. If your content looks too glossy or like a professionally-made ad, people are likely to skip it. You have to "blend in" to the feed.

https://tv.seenit.io/watch/1GIkPSxK

4. Maximise Your Assets with Repurposing

You should aim for one content capture session to fuel multiple assets across the entire employee journey. Don't think of content as just "one video."

• Gather Broad Content: Make sure the initial footage is rich enough to be broken down.

• Create Cut-downs: Slice a two-minute "hero" video into five or six shorter, channel-specific edits based on themes, speakers, or key moments.

• Ladder Up: Use short, quote-based assets to drive traffic to longer, more in-depth videos or articles, ensuring maximum reach and ROI from your content efforts.

https://www.wpp.com/en/ai

https://www.tiktok.com/@wppglobal/video/7543193166766198038

📈 From Strategy to Results

Whether you’re building your video strategy from scratch or fine-tuning what you already do, one thing’s clear:

👉 Video only works when it’s built for your audience - not just for your channel.

Seenit helps you capture authentic, high-performing videos at scale  from your people, for your people.

🎥 https://www.linkedin.com/events/7372264158651719680/

📘 https://www.seenit.io/resources/downloads/seenit-guide-to-formats-channels-and-audiences