LinkedIn Stories: 4 Strategies Your Business Should Utilise

LinkedIn Stories

As a new generation starts to come into the workforce, businesses need to reconsider how this age of consumers digest content. Throughout the years, marketing has adapted, and one major change that has been seen across all social media platforms is the use of ephemeral content.

Ephemeral content, otherwise known as short-term or disappearing content, was first seen on Snapchat in the Stories section. Instagram, Facebook and YouTube followed suit and added a similar function to their platforms, as this is how content was best consumed by followers.

Each social media platform has a different audience to reach. For example, LinkedIn wants to reach professionals while Snapchat caters to tweens and teens. And although Stories seems like a fun concept for social media, there have been questions around if ephemeral content is right for LinkedIn. The short answer? Yes!

While LinkedIn might have been the last to implement the Stories feature to their platform, there are many benefits of using ephemeral content. As a business, you’re probably wondering how you can utilize the Stories feature. Let’s talk about some strategies to consider.

Reformat Existing Content for Stories

Does your business already create content for your website and other social media channels? Instead of creating brand new content for LinkedIn Stories, you can reformat your existing content to fit this feature. This strategy is a great place to start if you’re unsure exactly how you want to utilize ephemeral content.

When reformatting your content, make sure to update the image or video size as well. The ideal size for both images and videos is 1080 x 1920. During the graphic creation step, just add in this additional size that way you can guarantee your content will look great within LinkedIn Stories. If your image or video is too big, it won’t look as great as it could, which can lead to a bad impression for your followers.

For example, if you publish a new blog (or want to re-feature an older blog), you can use the Stories feature to highlight this content. Not everyone wants to or has time to read an entire blog. In fact, most consumers only have an eight-second attention span (source: CISION). As time continues, it’s likely the attention span will continue to decrease. LinkedIn Stories allows your business to showcase important points from your content in a series of Stories so followers can quickly read the information. If something truly piques their interest, they have the option to visit your LinkedIn business page or website for more information.

LinkedIn Stories is great for resharing older content, too! Whether an old trend is surfacing again, you want to lead traffic to a specific article, or you have made updates to your content, you can create a series of Stories that feature older blogs or content. There’s no need to create brand-new content when you already have content that exists on your website. Work smarter, not harder.

Keep in mind that sharing your content in multiple places and formats does not only benefit followers. Reformatting your content helps you kill two birds with one stone. Businesses can use multiple marketing channels to save time and money from creating brand-new material for each strategy/platform. Sharing content on LinkedIn Stories also shows that your business wants to share credible information with consumers in the same industry. Education is an important tool for businesses and publishing content that teaches your followers tips and tricks from your industry is how you will gain their trust.

Create Interactive Content

Because Stories is very different from other aspects of social media marketing, there are many multiple features you can utilize to engage with your followers. Before we move on, it’s important to remember that LinkedIn Stories is only accessible through a mobile device, which makes sense since 57 per cent of users visit LinkedIn through mobile. If you want to learn more, check out our blog about 11 effective marketing insights for LinkedIn. While someday this feature may be available to desktop users, it will continue to be dominated through mobile use for now.

As mentioned earlier, consumers only have an eight-second attention span; this means you have to catch a user’s eye quickly. If your Story feature is bland or boring, it’s likely they’ll skip past your post. The maximum length a Story can be is 20 seconds long. However, with the eight-second attention span in mind, the shorter the better. But do not make it too short — you need to give your followers enough time to digest the information without needing to click back to your Story. With LinkedIn Stories, you can utilize interactive features to make your Stories more appealing to your followers, which can help you capture their attention span for possibly longer than eight seconds.

Similar to Instagram Stories, once you have an image or video selected, you can add fun elements like stickers, text, polls, questions and much more. When you include polls or questions in your Story, the user will take an extra second to read your post. Since it’s an on-page question and users don’t need to navigate elsewhere, the likelihood of them answering your question is increased. Most times, users won’t fill out a questionnaire if it leads them to another site. But a simple one question post on a Story is a lot easier to have followers fill out.

Having answers to these questions allows users to engage with your business while providing valuable information at the same time. These answers will tell your business a lot about what types of users are following your page and interacting with your brand. With this information, you can tailor your future content to your followers or create buyer personas to better understand your followers. In turn, this will help you be more in tune with industry trends and insights as well as how to create content your followers actually want to read (not all content works, but utilizing interactive features helps you hear from your followers to know what they like and don’t like). If you don’t ever ask for feedback or input from your followers, you won’t know what content they enjoy and what they prefer more.

Share Customer Reviews/Testimonials

Reviews are a huge deal to businesses and consumers alike. Consumers read reviews to know whether to choose an individual business or select a competitor, while businesses need reviews from customers so future customers know to choose that business (it’s a catch-22). With LinkedIn Stories, you can share customer reviews or testimonials in a fun way!

Instead of traditional reviews on Google My Business or Facebook, you can create videos that showcase why customers love you so much. Video marketing is growing in popularity for both consumers and businesses. Believe it or not, 96 percent of consumers have said that the COVID-19 pandemic has caused an increase in the amount of video content they consume. (source: HubSpot)

With LinkedIn Stories, you can appease consumers by creating short videos that highlight customer reviews. If you’re a B2B business, you can even tag or mention the other company within your Story. More exposure for them and you!

Since video content has seen such tremendous growth over the past few years, it’s important to note that not all of your videos need to be top-notch productions. Consumers want to see real, authentic content (across the board, not just with videos). If the video testimonials you are posting to your LinkedIn Stories are too clean, they might skip over them. There’s a fine level you need to meet with LinkedIn Stories. You want them to be professional enough to post to LinkedIn, but not over the top at the same time.

As a business, you can always try A/B testing with different video formats for LinkedIn Stories. Maybe even throw in a question to see which format users prefer. Your strategy should always be evolving to what consumers want to interact with. LinkedIn Stories is one of the best places to test new ideas, as they disappear after 24 hours. Of course, make sure your posts stay on brand at all times. You do not want to confuse your followers and post something totally out of your norm. Slowly introduce new concepts or post ideas through LinkedIn Stories to see how your followers react.

Feature Thought Leaders

As a business on LinkedIn, many of your followers enjoy hearing from thought leaders or industry experts. While sometimes it can be difficult to have them allocate time for an interview or podcast session, featuring them in LinkedIn Stories is an excellent way to have them share their voice without taking much of their time.

With LinkedIn Stories, you can feature them in a video (see point three if you missed the importance of video) or share their thoughts in multiple slides. This not only shows that your business is knowledgeable in the industry, but it will grab the attention of your followers and others within your industry. Ahead of time, you can even do teaser posts in the Stories section or on your main page feed to prepare your audience for what’s to come.

You can either highlight thought leaders within your company or partner with another company in your industry. Cross- promotion allows you to create a larger reach and bring more awareness to your specific business. In general, having industry experts share their insights is what will bring your followers to view your LinkedIn Stories.

If you don’t have any thought leaders you want to feature, focus on what you do best! Considering doing a short Q&A session with an industry expert from your own company. Answer common questions that you receive and give tips that will help your followers be successful with their career or business. Sometimes, the least tangible items (such as advice from an expert) provide the most value for your followers.

If you get discouraged that your Stories aren’t getting enough views, or you aren’t receiving the interaction you thought you would, remember that social media marketing can take time to become effective. Be consistent with your posts, whether they’re on your main feed or through LinkedIn Stories. In today’s day and age, content is king and social media will continue to be one of the top sources that consumers reference.

Final Thoughts

There are many strategies businesses can utilize when it comes to LinkedIn Stories. Whether you are wanting to promote your business as an industry leader with relevant content or want to engage with your users, there is a strategy for every business out there. Sometimes strategies need tweaked or adjusted as you go, so keep that in mind if you’re not seeing the results that you want.

And remember, while you do want to remain professional on your LinkedIn business page, social media is an outlet where you can be a little more relaxed and have fun with your content. By adding LinkedIn Stories to your social media marketing strategy, you can reach new users and show a new side of your business you’ve never featured before! Many businesses haven’t begun utilizing LinkedIn Stories, so this is a great opportunity to stand out from the crowd and try something new.