It’s Here: LinkedIn Introduces Stories to Brazil!

It may seem a little unexpected, but LinkedIn is the latest platform to adopt Snapchat-likeStories in a move to ease conversations among users.

While Snapchat was the first company to include the Stories format, its integration across social media platforms has been widespread with Instagram, Facebook, and YouTube following suit.

LinkedIn claims to be dedicated to giving professionals every “format and feedback opportunity they need to make these conversations as productive as possible.”

Users will be able to see who viewed their Story and send it to others via InMail. They will also be able to flag content that is offensive or violates the platform’s guidelines. However, users won’t be able to post links on their Stories as is the case with Instagram.

Stories are small bits of content that typically rely heavily on visual aspects such as stickers and videos rather than text-based elements and don’t last longer than 24 hours. Users are able to share photos or videos that are no longer than 20 seconds and can add additional media like text or stickers over the content.

Stories in a professional setting can help in “sharing key moments from work events, the full-screen narrative style makes it easy to share tips and tricks that help us work smarter.”

There is an entire generation that is accustomed to using the Stories format as opposed to posting updates – they’re more comfortable with sharing transient content.

This is an attempt to appeal to a new generation of professionals entering the workforce who have embraced the ephemeral Stories format as a way of communicating online. This is part of a growing trend best illustrated by Instagram where users post less on their feeds.

The users who made the format popular back in 2013 are now entering the workforce.

The Brazilian Launch

While all businesses will be able to use LinkedIn Stories, only Brazilian users will be able to see the content until the feature officially rolls out globally.

Image Source: CONVERSION

Why do Brazilian users first get to use the feature?

Well, the official explanation from LinkedIn is that it has to do with the popularity LinkedIn enjoys in Brazil. LinkedIn’s chief editor for Latin America claims that the third largest production of video content on LinkedIn comes from Brazilian users.

Also, Brazilian users are famous around the globe for their creativity.

However, LinkedIn is also very popular among young professionals in Brazil. Nearly 89% of LinkedIn users are between 18 and 34 years old. This may be another reason why Brazil was selected as a test case.

This isn’t the first time that LinkedIn has tried to incorporate a Stories-like feature into the platform. In 2018, the company introduced “Student Voices” which allowed university students in the US to upload videos to a “campus playlist” placed at the top of the app.

It was designed to allow students to share their experiences and interact with one another. However, this first iteration of LinkedIn’s stories was only available to American university students.

Opportunities for B2B Marketers

What does LinkedIn introducing Stories mean for marketers? To start, marketers have another exciting way of generating top-of-funnel awareness. Stories are a creative and authentic way of building and nurturing professional relationships.

Here are some of the different ways Stories can help marketers:

  • Offer Advice: Use Stories to give insightful industry-related advice in an easily digestible format. For example, the HR team can give helpful pointers when on improving your resume when applying. Keep in mind that if you are giving “3 ways to optimize your LinkedIn Ads”, make sure that you create three slides for each point. This way your users can quickly go through them.
  • Share Updates and Behind-the-Scenes footage: Stories are temporary, which makes them great for sharing on-the-spot content that isn’t perfectly packaged. Marketers can use Stories to provide a glimpse into what a day at your company looks like. Stories are low-cost, which makes producing them easier than other video content formats. Therefore, build a personalised brand by offering a view into a company’s culture. For instance, employees could share Stories about some of their everyday tasks, which would lend an air of authenticity. This is also referred to as an “employee advocacy program” which is a marketing tactic used where employees promote their place of work.  
  • Use for Promotions: Drum up excitement around a company event, hype up a product launch, or share highlights at an awards ceremony. Also, try to have keynote speakers or influential participants to give a brief comment about the event.
  • Great for Question and Answer: Another great tactic to give your brand an authentic image. Ask your audience to submit questions ahead of time, so that you can answer them in a friendly and informal way via Stories.

LinkedIn users are shifting to a casual and personal tone in their interactions. They also prefer to share work-related lessons, personal experiences and professional tips, which fit perfectly in the Stories format.

Perhaps now is the appropriate time to roll out the Stories format, while communities around the world are in thrall to the Covid-19. Entire families are cooped up together for extended periods of time, our friends and colleagues are far away from us physically, and we can’t go out and just unwind. This is stressful for everyone.

LinkedIn is finding ways to help its users traverse the “new normal”. In March, the platform announced a series of LinkedIn Learning courses to help users impacted by the health crisis. The number of views of mindfulness and stress management courses on LinkedIn Learning has tripled from the previous month.

Users can share various things through their Stories: tips on being productive when working from home, dealing with stress in a time of crisis, or just compassionate content that provides much-needed encouragement and support.

The Stories feature gives LinkedIn users a way of replacing those fun and fleeting moments that happen in the “break room or passing people in the hall” or the “cubicle and coffee shop banter.”

This format gives us a way to make a simple connection, “have a laugh with our colleagues and move on.”

This is something that we could all use in these uncertain times.