• David Coggin

How to Use LinkedIn Stories for Your Business

Get ready, LinkedIn Stories is coming! 


Following in the footsteps of Snapchat, Instagram, and Facebook, LinkedIn Stories is a new way to share 24-hour updates on the platform. 


But what does this mean for businesses and brands on LinkedIn?


I'm covering the all-important details and must-have strategies to keep you ahead of the curve:


LinkedIn Stories: What Is It and How Can Brands Use It?


LinkedIn Stories is a quick and engaging way to share professional updates on LinkedIn.

Much like Instagram Stories, the feature allows users to share images or videos that last for just 24 hours.


Users can add text overlays, mention accounts, share a Question of the day, and add a range of stickers to their stories:



linkedin stories


Once published, stories appear in tappable bubbles at the top of a user’s LinkedIn feed on mobile. When tapped, they display in a full-screen 9:16 format.


From here, viewers can send a story via direct message, making quick and casual conversations easier on the platform.


LinkedIn’s Senior Director of Product Management, Pete Davies, shared that the format will be great for encouraging more conversations on the platform. 


“Last year, we started asking ourselves what Stories might look like in a professional context,” Davies said.  


He goes on to explain why having a “lightweight” and “fun” way to share an update has as much of a place on LinkedIn as it does anywhere else.


“Sometimes we want a way to just make a connection, have a laugh with our colleagues and move on.”


LinkedIn’s pivot to stories is indicative of just how far social media has evolved since Facebook first switched from a series of connected profiles to a centralised News Feed in 2006. Stories are the new norm, with users preferring to “share in the moment” rather than committing to a permanent feed post. 


This fits with the trend we’ve seen on Instagram over the last few years, with people posting less to their feeds. In a recent study with Fohr, we found that influencers are now posting to their feeds a third less than they did in 2016. 


So what does this mean for brands? 


Simply put, this feature will provide a new, temporary way to share information with your professionally-motivated audience. And although having another channel to contend with might feel overwhelming, there are lots of ways to turn this into a new creative opportunity to support your business goals.


Note: LinkedIn Stories is still being rolled out to all markets. If you don’t have access yet, sit tight! It should be coming soon. 


4 Ways to Incorporate LinkedIn Stories into Your Marketing Strategy


Much like the introduction of Instagram Stories, LinkedIn Stories offers a huge opportunity to create a stronger, more personable dialogue with your audience.


But before jumping straight into your new LinkedIn Stories content strategy, it’s worth considering who you’re talking to and why you want to capture their attention.


Understanding the audience you’re talking to, what they are interested in, and what you want to achieve will help to shape your content strategy and keep you on track for success!


So with this in mind, here are 4 ways to use LinkedIn Stories for your marketing strategy:


LinkedIn Stories Strategy #1: Encourage Thought Leaders to Give Professional Tips 


LinkedIn is a huge platform for professional thought leadership, and this new “snackable” format is a great way to showcase your in-house knowledge in a fun and engaging way.

Whether it’s resume advice from your HR team, a quick industry recap, or creative design pointers, sharing helpful tips is a sure-fire way to capture your audience’s attention.


Just remember to keep your content suited to the fast and easy-to-digest nature of stories. For example, if you’re sharing “5 tips on professional networking,” you may want to prepare 5 slides to slot in among your video content, so your content is super skimmable for your audience! 


LinkedIn Stories Strategy #2: Share Real-Time Event Updates


LinkedIn Stories only have a short lifespan, which makes them perfect for sharing less polished, off-the-cuff content straight from a live event. 


From big company announcements to awards ceremonies, sharing clips from live events on stories can be a great way to showcase what’s going on at your company. 


This can also be an excellent way to create extra hype around an event on LinkedIn.


Consider asking key speakers or event coordinators to share quick soundbites about what to expect, or share a “sneak peek” of some of the extra special details in store! 


LinkedIn Stories Strategy #3: Host a Corporate Q&A


Just like Instagram Stories, LinkedIn Stories provide an awesome way to show a more human and authentic side to your brand on social. 


Hosting a Q&A on stories will showcase the people behind your brand, which is a great way to share your brand story and help build brand affinity. 


To gather questions for your Q&A, invite your audience to submit them in advance. This could either be through direct messages or a traditional LinkedIn feed post. 


LinkedIn Stories Strategy #4: Share Brand Announcements and Product News


If you’re one of the first few brands using LinkedIn Stories, the chances are you’ll be gaining a huge amount of extra airtime with your audience on LinkedIn. 


With that in mind, it could be a great idea to use this new platform to share all your important brand updates — even if you have a feed post about them too.  


Whether you’re sharing job opportunities or a product launch, capitalising on this new channel to reach more of your audience is definitely a good move! 


If Facebook Stories are anything to go by, early adopters of LinkedIn Stories will set themselves ahead of the competition. 


So will you be using Linkedin Stories to market your brand? Let me know in the comments!

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