Hey there,

Georgi from Cobot here!

Short videos have been the dominant form of content on most social media platforms over the past decade, but everyone thinks good videos are very hard to create... That's wrong!

In 2025, video creation is not only technically easier than ever, but the type of content that performs best requires almost no professional training. Don't take my word for it, though. This week, I've invited Lenny Leiter - filmmaker and the founder of one of the most vibrant independent coworking spaces in Berlin (also Cobot's home) - workish.berlin 🇩🇪.

workish.berlin

Lenny has always been a multidisciplinarist, but his love for film and video started in childhood when he and his sister were playing with his father's video cameras. Later, while establishing himself as a commercial writer/director in Berlin and trying to grow his startup Deskish (sound familiar?), he rented a space in betahaus Neukölln to turn into a personal film studio. The only problem - betahaus was shutting down their Neukölln location during COVID.

Instead of packing his bags and leaving, he teamed up with his co-founder, Taylor, took over the space, and turned it into workish. After a couple of years of trial and error, workish now fosters an amazing and loyal community, and Lenny has found that his creative passions lie best in designing, making, and filmmaking FOR workish.

If you haven't heard about workish, I strongly advise you to go and check out their social media, but before that, let's hear what Lenny has to tell us about creating engaging social media video content:

Lenny's Main Message

"Presenting your brand on social media in 2025 is all about the authentic journey. Show what's happening at your coworking space, don't be afraid to let your audience see behind the curtain and work with simple time-saving tools."

How to find video inspiration?

One of the biggest reasons people give up on social media is that they struggle with post ideas. However, running a coworking space is a gold mine for great authentic social media content.

Lenny does that perfectly by capturing what's happening at workish - whether it's special moments, serendipities, or the overall efforts of enhancing the environment.

The community at workish is engaged with their videos because they want to see what's new in their environment. Installing new lights in the space is an event that deserves to be filmed, rather than a mundane update that goes unnoticed.

Click on the image to see the full video

TAKEAWAY: Capture the small moments

"People think that only “big” news is worth making content about.

Small things can be exciting and meaningful: You can literally make an engaging video about choosing and installing a new coat hanger!"

DO:

“Ask yourself: What qualities/USPs/values do you want your space to be known for? Focus on making videos around that.”

DON'T:

A big mistake in social media content is brands that do not understand themselves and just try to follow trends. This might work here and there but doesn't result in an authentic brand experience. And this is not sustainable.

Don't make things complicated - use what you have

Lenny is a big supporter of eliminating friction and doing things as simply as possible. When he creates videos for social media, he tries to avoid excessive equipment and doesn't spend too much time in complex video editing software, even though he has a professional film studio.

"I film all my videos with my phone and edit most of them on CapCut. For the most part, I don’t even use a special video app when filming, just the pre-installed camera. The limitations force me to keep it simple and to not get carried away with fancy techniques and endless fine-tuning.”

“If I rely too much on Tripods, Lenses, SD Cards, etc. I would miss out on many authentic small moments, which – as mentioned above – is what content creation is all about these days.”

TAKEAWAY: Done is better than perfect

Don't spend too much time on everything to try and make it perfect. "Perfect" content is boring (and often doesn't work). Just grab a phone and press record – done is better than perfect, especially if you are just starting out with social media.

"At the beginning it’s best to produce content quickly and publish immediately to see what resonates, rather than spending excessive time and resources on ambitious plans that might lead to failure and demotivation."

Publishing videos on multiple platforms

I asked Lenny if there are any differences between platforms or if he simply creates the videos he wants to without considering the medium.

“I typically publish my short videos on Instagram, TikTok, YouTube (Shorts) and LinkedIn. It’s really apparent that there is difference in the performance of the videos across the platforms and there is a lot of potential for optimization but in the limited amount of time I can allocate to making content, I’d rather just make more videos instead. It’s easy enough to tailor the caption that comes with the video for every platform, so I’ll mostly at least do that.”

EXTRA TIP:

"Copy video ideas (not necessarily other coworking spaces, just generally). This will make it easier to get started and most likely evolve into something unique and new by the end of the process."