Stories, Stories, Stories everywhere!
The disappears-after-24-hours content format seems to be all the rage on social now, so much so that even LinkedIn has come up with their own version of Stories.
Time after time, businesses are told that Stories are scrappier and more down-to-earth than the glossy perfectionism we grew accustomed to on social newsfeeds.
Stories are more ‘off the cuff’ and, as such, resonate with viewers in a more authentic way. And this approach can be a major brand-builder: 62% of people have indicated they become more interested in a product or brand after seeing it featured in a Story. Many companies are successfully leveraging this trend, with businesses making up one-third of the top-viewed Stories on Instagram.
(More on this in our 2021 Digital Marketing Trends eBook)
As marketers, you’re probably thinking, Okay, so I got Facebook, Instagram, and Twitter to show the scrappier side of my business, why do I need LinkedIn to do the same?
Well, there is no one right answer to justify why you need to post Stories on LinkedIn. Instead, you need to ask yourself what you can get from posting Stories about your business on LinkedIn.
In this article, we’ll discuss how brands like yours can incorporate LinkedIn Stories into their marketing strategy and build meaningful relationships with your professional community.
Continue reading to find out more.
What are LinkedIn Stories?
LinkedIn Stories work pretty much like the ones you see on Facebook and Instagram.
An individual profile or LinkedIn Page Admin can create and post a Story using images and videos. You can also add stickers, text overlays, and mention someone in your Story. LinkedIn members can view Stories created by connections and people and Pages they follow.
Currently, you can only post a Story from the LinkedIn mobile app.
How to create a LinkedIn Story?
Skip this part if you’re already a pro at creating stories on Instagram or Facebook because it’s pretty much the same.
To create a LinkedIn Story, tap the ‘Post’ icon at the bottom of your screen and click the “Share a Story” option.
Use the record button at the bottom to click images or record videos that last up to 20 seconds.
You can swipe up or tap the sticker icon on the top right corner to add stickers to your Story. Click the ‘T’ icon to add text overlays to your Story.
You can also tap the image icon on the bottom left corner of your screen to choose images or videos from your gallery to upload as Story.
Once you’ve finished adding the different Story elements, use the triangle-shaped icon on the right to resize or rotate the stickers you’ve added to your Story.
Hit ‘Share Story’ when you’re done and voila! There goes your first LinkedIn Story.
What to share on LinkedIn Story if you’re a brand?
Okay, so now you know what a LinkedIn Story is and how to create one.
But what are the different ways you can include LinkedIn Stories into your marketing strategy?
1. Give professional tips, but make it fun
There’s no place like LinkedIn to promote thought leadership and build meaningful professional relationships. While regular LinkedIn feed posts might not allow for much creativity, LinkedIn Stories show great promise in creating engaging and skimmable professional content.
For instance, you can get your marketing team to host a ‘Takeover Tuesday’ session on LinkedIn Stories and share social media tips for the holiday season, marketing tips for small businesses, must-attend marketing conferences, and so on.
This is just one example of how you can utilize your in-house knowledge to establish thought leadership. If you can think of other fun and engaging ways to create content that captures your audience’s attention, tell me about it and I’ll update the article to include your ideas.
2. Share brand news and product updates
Got a new office pet? Launching a new product? Moving to a new office location? Releasing a new eBook?
Share that news as a Story!
Sharing important brand updates and product announcements is a great way to keep your brand top-of-mind and your audience constantly engaged.
3. Go behind the scenes
Don’t hesitate to pull back the curtain on what goes into the work that you do. Show your audience the personality behind your business by documenting the everyday hustle.
People need to see that you’re more than a brand and trust you to do business with them. Snaps of your team prepping for a big event, a tour of your factory, sneak peeks of upcoming product announcements are all great ways of showing your network some insights into your process to earn their trust.
4. Share customer stories and testimonials
Sharing customer testimonials give your audience the social proofing they need to consider your brand for business, and Stories are a great way to package snippets of your customer case studies.
For instance, when you plan to publish a detailed customer case study, be sure to accompany that with a Story on LinkedIn tagging your customer for more reach and case study clicks.
5. Share your achievements
There’s no reason why you shouldn’t pat your own back when you’ve achieved something great. Big or small, share your achievements with your network and be proud of them!
When you share your achievements, you’re automatically portrayed as a brand that’s good at what they’re doing. It also paints a picture of how you stack up against your competitors in the industry.
6. Host Q&As
LinkedIn is the perfect platform to get technical about your product without having to worry about your larger audience base.
Using LinkedIn Stories, host an “Ask me anything” or a “Q&A” session inviting your audience to ask questions about your product/service. Q&As can also be made specific to a particular product or a division of your business.
For instance, you can get your Design Head to host a session addressing all questions related to the design of your product.
It’s interesting to note how the concept of Stories has branched out to so many platforms in the last few years. This clearly shows how big of a deal ephemeral content is to the digital world and why marketers should capitalize on this ever-emerging trend.
While the principal functionality of Stories remains the same across different platforms, the use case and strategy of it is distinct. Given the popularity of ephemeral content, marketers should reconsider their LinkedIn strategy and give Stories an equal amount of significance to reach more of their audience.